Marketing Interactions

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B2B Nurturing for Lost Opportunities

Marketing Interactions

They don’t need basic education, they need an advanced, more personalized program. Content that helps them consider all stakeholders required, how to engage and educate them and how to build consensus comes to mind. Others come from interviews I’ve held with buyers for my clients.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

The number of touchpoints has increased (up to 27 per person, per Gartner) and only 3% want to speak to your sales reps for education. Content that educates them to overcome their challenges ( source ). But the older buyers are also still in the game, and many are taking cues from their younger counterparts. But you know this…right?

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Jay Baer , founder of Convince and Convert, agrees: “Sales reps need to know that buyers will get educated before they spend money, period. Sales has the opportunity to DO that education via content…”. (He He posted about his view on LinkedIn and stirred up quite a conversation.).

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

There’s an art form to the “hands-off” B2B content experiences that buyers are demanding as they self-educate. They don’t want to be pushed or bullied down the fanciful funnel you’ve constructed that has nothing to do with the jobs they need to complete to be able to make a buying decision.

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

Their degree of education about the problem and ways to solve it. Not on a schedule you choose. A buyer’s choice depends on: Where they are in their process. What inputs they’ve received from the buying committee, peers, and colleagues. The level of uncertainty that exists around perceived risks.

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Help Your B2B Buyers Do Their Own Discovery

Marketing Interactions

As Hank Barnes asked at the end of this post , “Can we afford not to educate and guide our prospects on how to buy effectively?”. And that transition will be seamless, as the next step in a well-orchestrated buying process that they are able to justify making.

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

What if they’re not using some of the features and functions – then educational content would apply, right? As the uncertainty of the last two years has pointed marketers to focus more on customer retention and upsell, you may be thinking, yes, but…. What if we’re selling them a module/solution they don’t yet use? That’s new….

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