Remove differences work

Marketing Interactions

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Attempting to reconcile different perspectives in the buying group. Given the amount of information that presents differing ideas and perspectives, they have trouble reconciling it to understand how to make the best choice. He posted about his view on LinkedIn and stirred up quite a conversation.).

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

Of course, it’s truly difficult to nail context if you haven’t done the work to understand your buyers and customers at different points in the life cycle. Assumptions are clearly not working. Something is missing. That something is context. Use Context Shifts to Transition Attention to Action.

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How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

Marketing Interactions

Consider the difference between these two descriptions: Version 1. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. Or do they tend to have eight jobs in 10 years at different companies? If you read their LinkedIn profile, how do they see themselves? As detail oriented?

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Do you see customers using the product differently than we intended? For example, in a series of interviews I just completed, there were at least six different titles. Even the same title will have vastly different perspectives, roles, and responsibilities if they work at an SMB vs. a large, global-enterprise company.