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 15, 2021

Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is something I’m thinking a lot about given the shift to self-reliance. Edelman/LinkedIn ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

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

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

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 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

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. If that doesn’t scare you, it should. Let’s back it up with a few more stats: 82% of VPs say not understanding content slows down the buying process ( source ).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73