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Marketing Interactions

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A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

Marketing Interactions

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. The vendor] was willing to put skin in the game.

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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 Buyer-Driven Qualification Beats BANT

Marketing Interactions

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. Do you think the team will do that if they’re not treated like VIPs by the vendors they consider? Vendor-focused.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

That all takes time, research and political negotiations depending on company culture. Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. It’ll upend our workflows, disrupt our team, get pushback—and oh geez, the business case.

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The Destructive Lack of Commitment in B2B Marketing

Marketing Interactions

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. Almost like you’re starting from scratch. Room for adjustments exists.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

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. Unfortunately. The intent data lacks specificity.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

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 ).