Remove differences work

Marketing Interactions

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right down to it, intent data is just another great tool in your marketing toolbox. The problem is that intent is often confused with interest. Intent is a focus on purposeful action.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

Let’s work through it > an unwelcome situation could invite a variety of responses, including: Ignoring it and hoping it goes away. Intent Data Can Be Misleading. Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. So, buying stalls.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. Which competitors do you see show up the most when you’re working deals?

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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. There are reasons for the increase: Technology changes come faster – it’s likely if they’ve solved the same problem in the past, their options now are quite different.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). And their preferences are different than those who came before them. Indicating the difference between interest and intent. And vice versa.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

From creating brand awareness, positioning your products against competitors, and attracting your target audience to creating buying intent and building customer loyalty, lifetime value, and advocacy. Sales content must focus on creating buying intent. Content’s jobs are never done. Sellers struggling to find content is nothing new.

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Why Is B2B Marketing So Hyper?

Marketing Interactions

All personalization that works effectively is reliant on context. Do you see how the lines for “hyper” blur dependent upon author intent? Is any of it really different than the traditional meaning of the concept in question? I don’t think this means “hyper.” It All Comes Back to Relevance.