Marketing Interactions
DECEMBER 21, 2021
Even at the most complex in a B2C purchase—think buying a house. This transaction is still less complex than buying a collaboration technology for a company with 1,000 users where you must gain the consensus of 10 colleagues with different priorities whom you don’t know all that well to make the purchase. What if it fails?
Marketing Interactions
AUGUST 15, 2022
With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. So, let’s take growth as the overall company mandate. I agree with Gartner that you need to get buyers to align around the company objective. Here’s why: Objectives come in different flavors.
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Marketing Interactions
NOVEMBER 15, 2021
Once they engage with your company, the intent score swings to have more weight based on branded interactions—visits to your website, branded keyword search, targeted display ad engagement, and more. No indicated awareness your company exists on their active radar. No indicated awareness your company exists on their active radar.
Marketing Interactions
OCTOBER 15, 2021
83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. RevOps is showing such strength as a go-to-market strategic approach that Gartner predicts 75% of high-growth companies will deploy a RevOps model by 2025. Edelman/LinkedIn ).
Marketing Interactions
MARCH 22, 2022
The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. And I’d wager that if you look at the way your company applies BANT, need has an inside-out focus. But the way we define it is more like, the company could use our stuff because they fit in the parameters of our ICP.
Marketing Interactions
FEBRUARY 8, 2022
Strangely, B2B companies use it to foster an inside-out perspective. Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. Most companies understand—at least theoretically—customers (happy, satisfied customers) drive organizational growth.
Marketing Interactions
APRIL 26, 2022
How we want people to “perceive” our companies goes to branding, positioning, messaging, and, most of all, our communications and content. As the quest for personalization increases, B2B marketers are told they must focus on the people, not the company. Marketing is all about perception. Don’t Confuse Personalization for Humanness.
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