Remove differences work

Marketing Interactions

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. You may also find that they haven’t done the work internally they need to complete before they can actively commit to buying something. Can’t determine the differences between vendors to validate and justify a choice.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

On average, they must navigate at least six different repositories to search for content. In defense against the time sink that causes, many sales reps have downloaded content to their laptops and continue to use what’s worked in the past because searching for new content is unwieldy. Sellers struggling to find content is nothing new.

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Attempting to reconcile different perspectives in the buying group. Unsure about the validity of their business case. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. Exploring whether they have the resources inhouse to solve the problem.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

What about outcomes, strategic value for different stakeholders, and future vision? And for buyers who have already done the work they need to do to decide they’re in market. We understand what it does, how it works, why it’s needed, and more. They’ve got work to do. In what different ways could we solve the problem?

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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. Some examples of questions to ask customers who’ve come on board in the last year include: Situational – what environmental/work conditions caused a shift in approach?

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

The psychology is different. Who you’re talking to may be different. Remember that knowledge is different from understanding. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. If not, have you built those personas?

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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. For good reason.

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