Marketing Interactions

OCTOBER 5, 2022

But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) provide a framework that extends across the customer continuum from net-new to renew and expansion deals. The psychology is different.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JANUARY 19, 2020

While you can build as many personas as you like, there’s a point of no return that you should be careful not to cross. This is rarely the case unless the solution the client sells is highly strategic or they sell to SMBs where the CXO is responsible for cross-functional roles and/or has a very limited team.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

MARCH 25, 2023

It puts marketing organizations in a no-win game where fingers are crossed that their latest campaign will score viable opportunities…as if by chance. Sixty-nine percent of customers are unlikely to expand contracts if content isn’t helpful or valuable. This is not to say that’s all it takes to sell a complex B2B solution.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

OCTOBER 24, 2021

I’d wager a guess that it’s because you haven’t created personas or done the audience/customer research to really understand their roles and perspectives in relation to the problem your solution solves. Unfortunately for most of us, the product our company sells is likely not the only one of its kind. Look at outcomes.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

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 is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. Develop a Clear Customer Engagement Strategy.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MARCH 8, 2017

This means consistently, continuously and across the entire buying process and customer lifecycle. But they also share that there’s a Director of IT who conducts the evaluation of the software you’re selling. The intent of content marketing is to get the right content to the right persona at the right time in the right channel.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48