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

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. Buyer Personas are the Key to Buyer Context. 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 “get” it.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

JUNE 23, 2017

One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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

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. If not, have you built those personas?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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. Personalization in B2B is a combination of personas involved, market segment, stage in the problem-to-solution journey, and knowledge requirements based on desired outcomes. Connection.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

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

JANUARY 25, 2022

Ask the following questions based on the internal change you’re reacting to: Has something about your persona (buyers, customers) changed? Has the problem your persona is trying to solve changed? Has the way the industry approaches that problem changed? Make a Long-Term Commitment to Your Buyers.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 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 Brand Identity Branding 69

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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

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

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

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

MARCH 22, 2022

In many of the persona interviews I’ve done over the last few years, many buying decisions had no pre-existing, approved budget. Authority: I talk to a ton of my client’s customers. This is what well-built personas bring to the table. At the pace of change today, is qualifying based on budget relevant? I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. A B2B buyer persona should never be treated as a silo. A B2B buyer persona should never be treated as a silo. I can hear you.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MARCH 7, 2022

I recently wrote about B2B nurturing for net new vs. existing customers. In the hundreds of persona interviews I’ve conducted over the years; price is very seldom the reason for a lost deal. And, yes, I know you’d likely not get most customers to approve such stories, so think about how you can make them industry focused but generic.

Ideal Customer Profiles 88

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

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

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

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. ABM definitely goes beyond marketing.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

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

AUGUST 8, 2021

They must exhaust all their options, from workarounds with existing software to a custom build they can control before an agreement for change with consideration of an external solution can happen. When I help clients build buyer personas, I start with status quo. Sounds dismal for marketers and sellers, doesn’t it?

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

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 ). In my work building personas, I find that often to be a low-ball count. Service cares about customer satisfaction, retention, and loyalty. If that doesn’t scare you, it should. 70% of content sits unused (Sirius Decisions).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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. But we have to.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

Consistency in tone, voice, and style is critical for meeting your customers’ expectations. Plan content initiatives based on content marketing strategy informed by buyer personas, behavioral analysis, and engagement data, and map these initiatives against organizational goals. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 13, 2021

Unless you ARE the persona you’re selling to, what you think doesn’t matter. Whoever “they” are, it’s unlikely that they’re your persona, either. Marketers need to get out of their heads and into the shoes of their personas. They want to know what people like them are thinking, seeing, doing. The content isn’t for you.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. If you can only apply resources to one persona effectively, then do that, and do it brilliantly.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118