Marketing Interactions

MARCH 7, 2022

They have a recognized problem to solve that matches the solution your products or services provide. Can’t determine the differences between vendors to validate and justify a choice. Product Roadmap Updates: In some cases, you may have lost a deal because you didn’t have a specific capability your buyer wanted.

Ideal Customer Profiles 88

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

Marketing Interactions

JUNE 20, 2021

However, the different roles on revenue teams often create conflict with the messaging each of them chooses to use. Product managers focus on tactical product features and “cool” things they want everyone to know about—sometimes to the exclusion of the value of the outcomes from the features—which is what buyers and customers care about.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

FEBRUARY 8, 2022

Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. But making the transition from “ product delusion ” to buyer-driven is not going well. Unite Around Buyers, Not Products. At least not in a recognizable way that enables buyers. If they do.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

MARCH 22, 2022

Think about product-led growth (PLG). They can differ…substantially. It’s also interesting to note if their focus is solely on product information vs. information about outcomes. Is that different for your end users? Buyers will disqualify themselves if we make the right content and information available. Hint: probably).

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

NOVEMBER 15, 2021

Do you see the difference? Mostly because the campaign is trying to place product before the buyer is ready to buy. If it’s used correctly. The problem is that intent is often confused with interest. Interest is curiosity realized. Intent is a focus on purposeful action. Therefore, the proverbial rabbit hole.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

JUNE 23, 2017

An in-depth buyer persona will: Describe their perspective on your product based on what they want to achieve. Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Select members related to the focus of the project from sales, product marketing, and line of business management.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. 80% of buyers say the customer experience is as important as the product ( source ).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 19, 2020

When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? You may find out that the buying landscape looks a bit different than you thought. Or, do they pursue the buyer who will be in it for the duration from the start?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

OCTOBER 8, 2020

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. Exploring whether they have the resources inhouse to solve the problem.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

NOVEMBER 29, 2021

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. Request a No-Pitch Consult” is a different mindset than “Book a Demo” or “Contact Sales.”. That’s an increase of 47%. They hate it because they’re not ready.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

JUNE 23, 2017

Consider the difference between these two descriptions: Version 1. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. As applied to the three examples above, they might look like: Inefficient workflows make our products late to market, costing us market share.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

FEBRUARY 20, 2022

Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. We think we’re on the same page with our buyers, but we’re both looking at the problem through a different lens. That all takes time, research and political negotiations depending on company culture.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

AUGUST 24, 2021

What about outcomes, strategic value for different stakeholders, and future vision? As marketers, we tend to have drunk the Kool-Aid that declares our product or solution to be the next best thing to sliced bread. In what different ways could we solve the problem? Aim Earlier with Your B2B Content Marketing Strategy.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

FEBRUARY 17, 2020

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. No wonder effectiveness is lacking. Something is missing. That something is context. Assumptions are clearly not working.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

MAY 23, 2018

Additionally, with that audience understanding, you’ll see why product-centric content doesn’t do the job, as well as gain insight into what will qualify as customer-centric content. Buying stage, product line, channel, vertical, and region are some of the other ways we see growth in tagging content. Do you see how this spirals?

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

SEPTEMBER 30, 2018

It is quite possible—as well as likely—that enterprises with a number of marketing departments and the sales team can be in different quadrants of the matrix at the same time. These two quadrants are based on an inside-out approach that puts the company and its products first. Social relevance is based on conversational competency.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

APRIL 11, 2019

Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. There was no real story, the sends were mostly predicated on new product releases or updates and features or “me, me, look at me, I’m the leader” propaganda. Tomorrow, things will be different.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JANUARY 30, 2017

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. We’re asking them to think differently than they are today by adopting the approach or product we’re certain can help them reach their goals. But then, neither is change.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

APRIL 21, 2017

As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. With some jobs to be done, different personas need the same information. But they need it in different contexts to align with their perspectives to be able to consider it. Different tags and keywords were used.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

DECEMBER 26, 2016

They know that company and product-oriented content is not the most effective, but they still produce as much of it as content focused on the issues and problems their buyers face. The report found that content used for both demand gen and sales enablement is created in different parts of the organization.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

SEPTEMBER 9, 2021

It’s the type and focus of the information that’s the issue–usually all about your product and functionality. This may differ depending on the type of problem diagnosed. I firmly believe this timing factors into why conversations with sales reps push to the back of the bus. Enrolling the Right Stakeholders.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

MARCH 8, 2017

Each of these buyer personas has a different perspective and motivation: The CXO is considering an employee collaboration tool to speed time to market to spur growth. While I made up this scenario, the differences in perspective are ones I’ve seen play out many times over. After all – 23.8% of forecasted deals end up in no decision.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MAY 23, 2018

But truly knowing them and acting in response to that knowledge seem to be two different things. There are several contributing factors to this problem, including: You know too much about your products which makes you biased about what information you think will be useful to your buyers. Some of these may sound familiar.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118