Marketing Interactions

OCTOBER 24, 2021

If you take the time to do this research (memorialize it in buyer personas) and gain thorough understanding, you’ll find that several other challenges on this list will go away, including: Creating valuable content , instead of sales-oriented content (36%). Most companies have brand guidelines. We need to do the same for messaging.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

FEBRUARY 17, 2020

Get rid of the sales pitch and marketing fluff. Sales: Challenges to overcome. This is also a great format for thought leadership content from your company. Sales Content: Evidence content that supports sales conversations to help buyers act, get everyone on board and mitigate risk of disruption with making the change.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

AUGUST 15, 2022

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.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

NOVEMBER 2, 2021

In support of sales conversations valued by buyers. In the recorded sales calls you listen to. From the feedback you get from your sales team – and the content requests (if you dig). From marketing to product to sales to customer success to UX designers, and more. Ah, companies like ours are doing this.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

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.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

FEBRUARY 15, 2019

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. Note: I do this to gain a foundation of insight for the project, but also to involve sales and learn what they want to know that will help them buy into the persona project.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JULY 25, 2019

And content that tells a disconnected story will only result in confusion that causes buyers to have a lack of faith that your company knows what it’s talking about and has the expertise to help them solve the problem. Sales cares about winning net-new logos. Let’s take an example. Imagine you sell collaboration software.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. Sales is not your customer. We’re told that our job is to support the sales team.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118

Marketing Interactions

APRIL 26, 2022

We can start by dropping the jargon and the “scripts” of how we think marketing and sales content should sound and just talk to our B2B buyers like the professionals they are—as people. How we want people to “perceive” our companies goes to branding, positioning, messaging, and, most of all, our communications and content.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

Marketing Interactions

OCTOBER 5, 2022

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.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

MARCH 7, 2022

Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. In fact, a mix makes your podcast more impactful and less of a blatant sales effort.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

SEPTEMBER 9, 2021

Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. Every company runs on a system.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 29, 2021

Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. If it did, sales reps wouldn’t shun your MQLs. Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. It’s more of an “it depends” answer.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. That all takes time, research and political negotiations depending on company culture. Yet, given what your digital behavior indicates, this is when marketers are looking to get you to raise your hand for a demo or take a meeting with a sales rep.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

MARCH 25, 2023

The top two industries (71%) – financial services and technology companies. As someone who reads a ton of B2B marketing content and works to help companies create meaningful, provocative, and forward-looking content, I agree it is hard to come by. Understand what the companies you’re targeting have in common. Define your ICP.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

APRIL 21, 2017

What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable choice. He also says he reads white papers, does his due diligence, looks for facts and data to back up company claims, and talks to vendors. Curb the sales messaging. Curb the sales messaging.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

JUNE 20, 2021

Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. But, without coordination, the stories each of them tells can make the company “feel” a bit off-kilter and result in confusion for those on the receiving end.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

AUGUST 24, 2021

Think about what your buyers have already gone through before they engage with your sales reps. There’s a reason statistics exist that verify buyers push sellers back to the end of the buy cycle and only spend about 5% of that time engaged with your sales rep. We need to. They’ve got work to do. Jobs to complete. Thinking to be done.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JANUARY 25, 2022

The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. Company objectives shift due to market fluctuations, board consensus, or the CEO’s new hyper interest. And until all their “jobs to be done” are complete, there’s no sale. Room for adjustments exists.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

SEPTEMBER 21, 2021

What does your company think? Very little of it takes a stand about what the company producing it thinks. The other outcome from POV is that it makes your content/company memorable. And you filter out the people who won’t ever buy from you, just waste your sales reps’ time. Does it think so consistently? So, get after it!

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. We have all these meetings and mandates about what the company wants to accomplish and rally our teams to create strategies and execute tactics to achieve them. This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

APRIL 14, 2019

Through reverse IP lookup, the content served can be personalized to the company employing the website visitor. Invite Sales to Step into Existing Conversations. Whether your buyer is engaging with your content or your sales rep, the expectation is a continuous conversation.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JUNE 27, 2021

And yes, your buyers and customers are primary conversations, but it goes beyond them to your sales, product, and customer teams. Account personas give you an understanding about the company. It’s an involved process that begins with talking to people. Lots of talking—mostly listening—goes into persona development.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

JANUARY 3, 2022

It’s a new division of the company, they don’t know us yet, so they’re new buyers…. The point is > a net new buyer is different than a customer or a buyer whose company is already a customer. For a new division of the company , it’s likely that you’ll gain entry from a stakeholder in the division you already serve.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JANUARY 27, 2020

These are the people who will also become the vendor point of contact with your sales reps. This person is not likely to be in your database or to pursue learning about your company and solutions on their own. Your primary buyer personas portray the decision makers and champions involved across the entirety of the buying process.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

SEPTEMBER 20, 2018

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This may seem doable when a company is small, but as customer volume grows, so do those requirements just to maintain a consistency in monthly recurring revenues (MRR). Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JUNE 23, 2017

Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Select members related to the focus of the project from sales, product marketing, and line of business management. Questions to Ask Salespeople: Who do you usually interact with at prospective companies?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

SEPTEMBER 30, 2018

It is quite possible—as well as likely—that enterprises with a number of marketing departments and the sales team can be in different quadrants of the matrix at the same time. These two quadrants are based on an inside-out approach that puts the company and its products first. Scenarios of irrelevance play out every day.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

APRIL 18, 2019

What we forget is that we’ve bought into what our company is selling. For those of us who sell outcomes based on a complex sale, we really need to embrace simplicity and clarity. The Problem is Lack of Buyer Context. Marketers don’t know their buyers’ context. We don’t dive deep enough to get to our buyers’ truths. We “get” it.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

MAY 21, 2018

Content serves as the champion of your company. of companies maintain consistent content scores across the various types of content on their websites. Financial Services companies fared a bit worse at 33.3% Research from a few years ago found that companies wasted $0.25 consistency with their content.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MAY 23, 2018

Leads – acquire new leads and develop them into sales-ready buyers. Sales – create urgency for buyers to take action to acquire your products. The immediacy of messaging is also conducive to time-based offers that create a sense of urgency to act, such as last minute sales, limited quantity offers, new product arrivals, and more.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MARCH 8, 2017

Let’s say your sales team says they must engage a CXO in order to close a deal. For example: “If your VP of HR is concerned about efficient onboarding for the new employee collaboration tool, seeing how other companies like yours have created successful onboarding programs can help to ease her concerns. A Look at B2B Buying Dynamics.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

APRIL 11, 2019

Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. Then social media came along, and you could draw an audience to your company’s content outside of those you knew in your database. In 2005, HubSpot came along, followed by Marketo in 2006.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. But getting it right is still a struggle for a majority of companies. The issue that is most prevalent today within B2B companies is a lack of communication due to silos of effort and separate agendas across teams. Collaboration. And it can be.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72