Marketing Interactions

SEPTEMBER 26, 2022

I’m also talking about generational growth, pandemics, and changing customer preferences. Your buyers and customers are not. Some examples of questions to ask customers who’ve come on board in the last year include: Situational – what environmental/work conditions caused a shift in approach? The topics it covered.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

FEBRUARY 17, 2020

I want insights that help me see things relevant to me in new ways. Our content is not helping us reach our goals consistently. How do we use it to help us win more deals? Yet they’re using it for every phase of the customer lifecycle. Customers: Implementation. B2B Buyers say: Give me messaging I can understand.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. And, for those of you going there, helping buyers set a future vision isn’t always thought leadership.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

FEBRUARY 7, 2020

This type of thinking has a few flaws, not the least of which is that marketers aren’t in charge of the buying process—their customers are. The same is true for your customers. Becoming the answer to your customers’ challenges isn’t a one and done effort. Yet we still think we can force buyers to buy on our timeline.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. Most marketers still struggle to understand what’s relevant to their buyers and customers. In the customer interviews you conduct to build personas.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JULY 31, 2022

Content should be helpful for both customers and buyers…everyone consuming it. We created them to help us. They help us on the inside in many ways, including: Identifying gaps in the story our content shares. 2: Content should be helpful for both customers and buyers…everyone consuming it. Bad idea.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

FEBRUARY 8, 2022

Customer centricity mostly misses the mark in B2B. We can say we’re customer centric all we want, but for buyers and customers looking in that’s often not representative of their experience with your brand. In fact, given the buyer research, it’s often seen more as customer hostility than centricity.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

JANUARY 3, 2022

The curiosity gap – the distance between what your buyers and customers know and want to know – is a moving target. Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. Unfortunately, many marketing campaigns provide the same content to both buyers and customers. That’s new….

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JANUARY 9, 2022

That’s just a recipe for confusion about your brand; frustration and a turnoff for your buyers; and putting loyalty in question for your customers. It’s about serving and helping them find valuable information to make progress toward gaining the outcomes they want. Help B2B Buyers Think & Learn. One precedes the other.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

OCTOBER 24, 2021

Either it will be too high level to be helpful, or it will be irrelevant in the parts that speak to people other than that reader. 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.

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

SEPTEMBER 9, 2021

There’s an entire change management process buyers must navigate before your potential customer is wearing their buyer hat. ABM is a terrific vehicle for enabling marketers and sellers to work in parallel to help B2B buyers do their own discovery and complete their pre-buying work to enable them to buy what you’re selling.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

APRIL 18, 2019

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. If your buyers were where you are, they’d be customers by now. Marketers love to tout the big ROI numbers our customers get.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JANUARY 15, 2023

My friend, Dave Brock , recently penned a post, Buyers Using ChatGPT , where he approached it from a sales perspective and suggests his readers: “Think of the power available to buyers in leveraging these tools to help them think about their buying process.”. They need our help. It’s coming faster than ever.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

APRIL 26, 2022

Help them perceive the humanness of us as an organization. The experiences we create for the public, our buyers, our customers all have an impact. The closer you can get to your buyers and customers seeing your story as their story, the more humanness will be perceived as present in our content experiences.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

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. But how many B2B marketers can say they truly KNOW their customers? This is why it’s important to have customer conversations. Complete silence. They weren’t sure.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. You need to help them orchestrate their progress in solving the problem by making sure there are no potholes along their route. They expect commitment. The entire route.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

NOVEMBER 15, 2021

You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. On its own, it’s interesting, but not compelling unless you’re able to define that interest with long-tail keywords that help you dial in on the reason, problem, aka interest.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

NOVEMBER 29, 2021

Even though we know better, we seem unable to give B2B buyers what they want > unfettered access to information that helps them consider and manage change in the solving of their critical problems. It will help to identify when and why to gate B2B content and when to set it free. Options for Helping Buyers Show Intent to Buy.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

MARCH 22, 2022

Given that 94% of B2B Buyers say they are very well informed or somewhat informed before they talk to a sales rep, there’s a lot of opportunity for marketers to help buyers self-qualify as ¾ of them push off engaging with sales until the end of their change process. Authority: I talk to a ton of my client’s customers.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

JULY 25, 2021

Shouldn’t we master the basics of what our buyers and customers want today before we try to go for hyper-anything? But, in most cases, it’s hardly the most relevant, empathetic, or surprising the customer with something she didn’t already know.”. If your customer wanted to stay the same person they are today, they don’t need you.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

JUNE 20, 2021

All go-to-market and customer programs run on messaging. 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. B2B messaging is a key component of doing business. That’s no longer true.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JANUARY 19, 2020

Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers. Let’s take on both of those questions. Start by talking to your sales team.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

SEPTEMBER 21, 2021

Offer insights that help me to better perform my day-to-day job” (58%) also seems to fall a bit short. I’d contend that all the content your marketing team produces needs to be human, be helpful, and be insightful. It could be customer opinion or testimonials. Read that again…. Point of View (POV) is about taking a stand.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

AUGUST 1, 2021

The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. Therefore, brand supports and activates demand while demand completes the virtuous loop of delivering on the promises made by brand interactions to acquire customers, thereby creating advocates that evangelize the brand.

Demand 69

Demand B2B Marketing Branding Brand Identity 69

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. This is because our marketing-to-sales models and processes are not built to help buyers buy. This is how Sharon Drew Morgen explains it.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JANUARY 30, 2017

Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and need to have with us. We need to do the foundational work that sets up our B2B Marketing Strategies for the successful creation of experiences that meet our buyers’ and customers’ expectations.

B2B Marketing 73

B2B Marketing Marketing & Strategy Marketing Strategy Webinar Metrics 73

Marketing Interactions

JULY 18, 2021

Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs. Content is viewed as personalized when it helps the audience take the best action to advance their thinking at just the right time. Read that last word – NEEDS. But saying so doesn’t make it so.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

SEPTEMBER 30, 2018

A good customer experience must be relevant. It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Irrelevance: Being irrelevant is being beside the point, immaterial, unconnected, unrelated or inapplicable to what your prospects or customers care about.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

Let’s take an example (fictional) of a premise statement for a content marketing strategy: We’ll create and share content with Controllers in enterprise companies that enables them to learn how modern processes and tools can help their accountants shorten time to close—monthly, quarterly, and annually—and do so accurately and reliably.

Webinar Metrics 74

Webinar Metrics Marketing & Strategy Marketing Strategy Dwell 74

Marketing Interactions

JUNE 4, 2017

Even if we say we’re putting the customer front and center, usually we’re not really walking the talk. But in most of these conversations, the customer becomes the equivalent of a wanted poster. By its very nature, ABM makes the account and customer the North Star that guides all decisions. We’re in the same boat.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

APRIL 11, 2019

Five years ago, it wasn’t uncommon for me to work with a marketing team in one department that never spoke to or even knew the marketing teams in other departments: the social media team or the sales team or customer success teams. And customer experience is the new competitive battlefield. It’s easier with a bit of help.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JANUARY 27, 2020

Both primary and mini buyer personas must have customer and/or prospect interviews to learn insights verbatim. Focus Helps You Gain Efficiency and Effectiveness for Buyer Personas. It’s getting harder and more time intensive to get customers booked for interview calls. People are busy and you’re not their priority.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

MAY 23, 2018

Content has become almost as much of a product as the actual products and solutions your company provides to your customers. When properly implemented, it unifies the customer experience across all departments and channels and allows marketers to focus on authentic, resonant messaging that drives revenue and growth. Budget Deficits.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

JULY 25, 2019

80% of buyers say the customer experience is as important as the product ( source ). 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. Let’s take an example.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JUNE 23, 2017

Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Internal interviews are valuable as a baseline for how your organization perceives and understands your buyers and customers. Questions to Ask Product Marketers: What have you heard lately from our customer advisory board?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

DECEMBER 26, 2016

What can help us fast-track improvement is the concept of content operations. The social media team employs snips of the paper to drive engagement via additional channels, where the customer support team uses it to help a new customer resolve an issue that arises during implementation. And it can be.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72