Marketing Interactions

SEPTEMBER 14, 2021

Silos are the fuel for leaps of faith because our customer-facing teams aren’t all on the same page so messaging becomes confusing for buyers. If not that it’s irritating and asking your buyer for a leap of faith that their experience as a customer won’t be as disjointed. With all the data we have, this is kind of criminal.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

MARCH 25, 2023

Sixty-nine percent of customers are unlikely to expand contracts if content isn’t helpful or valuable. However, this research makes the case that it’s important to understand that quality content is needed across the entire customer journey, not just for net-new buyers. Start by talking to buyers and customers. Define your ICP.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

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 Brand Identity Branding 69

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. Ask the following questions based on the internal change you’re reacting to: Has something about your persona (buyers, customers) changed? They expect commitment. Not one-off campaigns.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

FEBRUARY 17, 2020

Some of the reason for this disconnect could be found in research done by Corporate Visions that finds 58% of brands message the same to a new logo as they do to existing customers. Yet they’re using it for every phase of the customer lifecycle. Customers: Implementation. No wonder effectiveness is lacking. If not, it should.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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

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

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

OCTOBER 8, 2020

Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. When evaluating the value of your content, consider whether it includes: Valuable tips, insights, expertise your buyers and customers can use. The Job of Sales Content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

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. appeared first on Marketing Interactions. Who has time for that?

B2B 114

B2B Content B2B Marketing Trust Marketing 114

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

MARCH 7, 2022

I recently wrote about B2B nurturing for net new vs. existing customers. Customer Stories: Not your typical case studies, but stories about customers experiences overcoming the reasons and obstacles your buyers were/are facing. It’s great if these are customers, but it also works if they’re your buyers’ peers.

Ideal Customer Profiles 88

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

Marketing Interactions

MARCH 22, 2022

And, with buyers preferring self-reliance and digital experiences over direct vendor interactions, marketers have an expansive opportunity to help buyers self-qualify. Authority: I talk to a ton of my client’s customers. The post Why Buyer-Driven Qualification Beats BANT appeared first on Marketing Interactions.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

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. Identify value that your customers care about. What enabled your customers to get these outcomes from your product?

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JANUARY 15, 2023

We need to be smarter and focused on continuous synching with our markets and evolving our digital strategies and approach to informing our buyers and customers with the true intent of helping them at the core of everything we do. appeared first on Marketing Interactions. It’s coming faster than ever.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

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. Some of these shifts will be inferred by the transfer of information during an interaction, along with monitored behavior and activity that can be assessed to verify the degree of the shift.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

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

SEPTEMBER 30, 2018

A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.”. I could go on, but I think you get the point. Context: The Cornerstone of Relevance.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

Evaluate your content’s relevance to potential customers with: Dwell time. How many rich interactions is your content generating? Ask yourself: Are potential or current customers asking questions on blog posts or during webinars? Are they using your ROI calculator or some other interactive content like a quiz?

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JANUARY 27, 2020

The tertiary persona is the only persona that I think can be based on straight research and input from your sales team who have interacted with them. 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.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

APRIL 18, 2019

If your buyers were where you are, they’d be customers by now. Marketers love to tout the big ROI numbers our customers get. The best way I know to do this is to talk to your customers and document those insights based on problem-to-solution pathways. 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

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. As I define it, thinking leadership is a group of content focused on helping potential customers think through their systemic needs as they decide whether or how to solve a problem.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

AUGUST 24, 2021

Gartner defines buyer enablement as, “…the provision of information and/or tools to customers that support the completion of their buying jobs.”. All these tools can be helpful…if your potential customer has already completed the jobs to be done that allow them to choose to become a buyer. We need to. These are not simple questions.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JULY 31, 2022

Content should be helpful for both customers and buyers…everyone consuming it. 2: Content should be helpful for both customers and buyers…everyone consuming it. Customers and buyers each have a different context. Presumably, your customer has solved the problem your buyer is still grappling to understand and solve.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

NOVEMBER 2, 2021

Most marketers still struggle to understand what’s relevant to their buyers and customers. In the customer interviews you conduct to build personas. From marketing to product to sales to customer success to UX designers, and more. Most importantly, talk to your customers. So, where do you find buyer questions?

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

SEPTEMBER 21, 2021

It could be customer opinion or testimonials. What this does is serve as a filter for those who will never become your customers. The post Point of View in B2B Content Changes the Game appeared first on Marketing Interactions. Very little of it takes a stand about what the company producing it thinks. Like is so meh.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

DECEMBER 21, 2021

Attracting, engaging, and converting buyers into customers is a multi-step process. If you’ve developed your personas based on real customers and interviewed well, you will know what emotions you need to evoke over the arc of the buying journey. So, there will be a time when logic comes to the fore more so than emotion.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

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

SEPTEMBER 9, 2021

There’s an entire change management process buyers must navigate before your potential customer is wearing their buyer hat. What this means is focusing on the buying committees within target accounts that fit your company’s ideal customer profile (ICP). Your future customers need your help to navigate their buying process.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

APRIL 21, 2017

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. If there was no customer advocacy, he’d walk away. Sure, I’ve heard customers say that case studies and testimonials are important. So is talking to customers to hear the reality from them personally.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

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

DECEMBER 26, 2016

Clarity is just as important to those interacting externally with your content as for your internal team productivity. 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.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JANUARY 19, 2020

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. On most of my projects, their willingness to help with customer outreach makes the difference in getting this work done quickly. appeared first on Marketing Interactions.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

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 Salespeople: Who do you usually interact with at prospective companies?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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

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. Your prospects and customers won’t think, “Oh, that was Joe in Department X.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JULY 25, 2019

80% of buyers say the customer experience is as important as the product ( source ). Service cares about customer satisfaction, retention, and loyalty. The post Inclusive Relevance: Your Content’s Job Description appeared first on Marketing Interactions. If that doesn’t scare you, it should.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73