Remove differences interests work

Marketing Interactions

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

The problem is that intent is often confused with interest. Interest is curiosity realized. Do you see the difference? One could simply imply awareness and interest in a topic where the other implies doing something about it. Then you see that five people from the account have shown interest.

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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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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. What worked yesterday may not work today. Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. This change may be in degrees.

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. Customers’ challenges and objectives are different than those they had as buyers. The biggest difference between buyers and customers: Buyers still struggle with the original problem they’re looking to solve.

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Buyer Context is the Key to Engagement

Marketing Interactions

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. Small shifts based on what your buyer already sees to help them see it a bit differently. Asking for big swings doesn’t work.

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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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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. Be interested in your solution as an option to solve the problem. Attempting to reconcile different perspectives in the buying group.

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