Remove prospect

Marketing Interactions

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Selling Your Company on B2B Content Operations

Marketing Interactions

Content has become almost as much of a product as the actual products and solutions your company provides to your customers. But it’s also the case that content goes unused because no one knows about it within your company. Experience Gaps Disconnect Prospects and Customers. Building a Business Case for B2B Content Operations.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers. When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? 3 Steps to Identify Worthy Buyer Personas.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

The company objective may be to drive growth but that rolls down to buying committee members in different flavors based on their roles and responsibilities to the company—one of the things you learn with buyer persona development. So, let’s take growth as the overall company mandate. But how you get it isn’t as straightforward.

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. And, before you start yelling that you “have” to send everyone to sales, I’ve heard this antiquated notion shared by marketers in a variety of companies. Most companies do not.

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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

But reconciling all of that to truly know what’s going on with content and programs across the company is harder than I remember it to be. Your prospects and customers won’t think, “Oh, that was Joe in Department X. That brand awareness you worked so hard for will be tarnished as prospects and customers find you less credible.

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Why Marketers Must Have Customer Conversations

Marketing Interactions

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. You will need their buy-in to use personas successfully in your company.]. But how many B2B marketers can say they truly KNOW their customers? Data Can Be Misleading.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

Considering only 18% of companies rate their customer experience as excellent (best in class), improving retention programs can help you transform your customer relationships—and your revenue growth. This doesn’t mean your customer has to expose their internal processes as all companies are different. After all, there’s more to lose….