Remove differences work

Marketing Interactions

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

But, interpreting this another way, it may mean that B2B content marketers are not able to create content that’s relevant for each of the different roles – rather than one asset to address all at once. This is usually the case I find in the work I do with my clients. Communication is a critical part of getting work done.

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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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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. Here’s why: Objectives come in different flavors. Sure, “growth” is top of mind, but how they contribute to achieving it differs depending on who they are.

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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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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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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

Do you see the difference? One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. If it’s used correctly.

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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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