Marketing Interactions

NOVEMBER 2, 2021

In support of sales conversations valued by buyers. Questions and answers are the foundations of conversations and what drive digital dialogues. Ask them to include the role of the person, industry, company, the related problem, and product along with the question. Building engagement. Advancing buyer enablement.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JANUARY 19, 2020

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. Once you have your conversations with the sales team, make a list of the personas they named.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

FEBRUARY 17, 2020

B2B Marketers say: Our personalization efforts are mostly ineffective. 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. Provide substance over style. I want insights that help me see things relevant to me in new ways.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

FEBRUARY 7, 2020

What if your small content helps them address concerns and have better conversations that help them resolve the conflicts of the beliefs each person in the buying committee brings to the table? And then there are all the other people involved who must get on board and have lots of reasons not to.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JANUARY 27, 2020

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. This person is not likely to be in your database or to pursue learning about your company and solutions on their own. Building actionable personas takes a fair bit of time and effort.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

MAY 23, 2018

In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. All of those things are in their medium-high and medium priorities in the graphic above.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JUNE 23, 2017

And, most importantly, structure the interviews as conversations, not inquisitions. Who else do you need to get into these conversations? Scheduling interviews (whether internal or external) is the most difficult part of the buyer persona development process. So make it as easy as possible. What questions do they tend to ask you?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

SEPTEMBER 9, 2021

I firmly believe this timing factors into why conversations with sales reps push to the back of the bus. When surprises happen, such as overlooked stakeholders showing up, stalls follow bringing that person up to speed and consensus could falter as stakeholders revisit once completed jobs.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

APRIL 21, 2017

So is talking to customers to hear the reality from them personally. In his opinion, the world is now digital and if your company and product have no online conversation and customer advocacy taking place, there’s something amiss. There was no wavering, no doubt on his side that it was a deciding factor.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. If that doesn’t scare you, it should.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

MARCH 8, 2017

This remains true today—whether applied to a personal or professional context. B2B buying – at least in relation to complex purchases – is not decided by one person, but rather negotiated within groups or buying committees. As English poet John Donne penned back in 1624, “No man is an island…”.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

DECEMBER 26, 2016

This person or board sets the mission, strategy, and rules of engagement for content and its creation and use cross-functionally. Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process.

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. Social relevance is based on conversational competency. Bridge the Gap , 2018, Ytel]. Widen Connectivity Report , 2018. However, this approach relegates marketers to irrelevance or, at best, shifting relevance in the RMM.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 23, 2017

It’s written in the first person as if they are talking to you. The first person perspective brings the persona up close, making them more reachable. First person allows you to see Sally’s personality. Questions are also the catalyst for a conversation. A Day in the Life. Which one of these inspires you more?

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

But SMS messaging can have much more impact as a conversation. Conversational SMS messaging invites response and engagement. Conversational SMS messaging invites response and engagement. This means thinking about the context of the conversational discourse rather than just a single send.

SMS 48

SMS Business Class Ad Frequency 48