Marketing Interactions

AUGUST 15, 2022

ETAs are a proprietary model developed by Gartner that assesses the psychographics that drive how and when organizations make technology decisions. I think all organizations need them to target GTM programs more strategically. I’m in favor of ETAs. I think of them as Organizational Personas. Why ETAs Don’t Replace Buyer Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

JULY 31, 2022

It would simplify our lives if it could, but it doesn’t work that way. Recent research from Gartner finds that 56% of organizations said they had a high degree of purchase regret over their largest tech-related purchase in the last two years. Per Hank Barnes, “In this environment, a new technology adoption chasm is emerging.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

OCTOBER 5, 2022

Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. For enterprise (ABM) expansion programs – use existing advocates and power users to inform others within their organization of the value they’re reaping from using your products.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 30, 2018

It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process. I could go on, but I think you get the point. Naturally, the bar is set high.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58