Marketing Interactions

JUNE 23, 2017

Examples: Automate processes to speed time to market by removing inefficient workflows. As applied to the three examples above, they might look like: Inefficient workflows make our products late to market, costing us market share. Examples of obstacles: This is too complex; there’s bound to be too much risk. How bad could it be?

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JUNE 27, 2021

For example, a goal is never as simple as “grow revenues.” Get rid of the stuff that creates noise and isn’t usable, including basic consumer demographics and things like salary, marital status, and stuff you’ll never use as a B2B marketer. Get to a level of depth in information that promotes relevance.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

FEBRUARY 8, 2022

An often-touted example is Jeff Bezos’ putting an empty chair in the room to represent a customer. At least not in a recognizable way that enables buyers. We’ve all heard about the symbolic “customer in the room” activities that some organizations undertake to claim customer-centric orientation.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

SEPTEMBER 21, 2021

For example, consider the two in the middle: “Short, quickly consumed content that makes a strong point but may be light on the details.” (59%) The below graphic from the study shows preferences that are applicable for any content development project.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

JULY 25, 2021

Is this an example of hyper-relevance? Natalie Petouhoff says this about ABX (Account-Based Experience) – “ABX is being able to know where the customer is in the buying cycle and using intelligent insights to know when to engage, with what content, and what to say to each and every account.”. Hyper personalization?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

DECEMBER 21, 2021

In the nine examples above, you saw both positive and negative emotions. From curiosity to hope to what if risk assessment to determined to move forward, your content can use emotion to boost the impact from rational consideration. This combination is what causes momentum in the buying journey. And it’s not just the words to consider.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

OCTOBER 24, 2021

For example, end users will value different things than business leaders). (For which roles, in what context). What impact do they have on your customer’s business? High level, and in the weeds – drill down. And what does it mean to the different roles involved ? What enabled your customers to get these outcomes from your product?

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JULY 18, 2021

Trust is based on emotion more than logic, for example. Emotions are also a component of connection with 66% of business buyers saying they have an emotional connection to the brands they buy from. Confidence is core to your buyer’s ability to advance. Helpfulness on your part builds affinity that plays to both of those.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

JANUARY 9, 2022

Examples of sums of knowledge can include: Category creation or support/expansion – along with your place within it. A sum of knowledge is characterized collectively as having shared meaning and purpose with a level of depth that’s perceived as valuable and additive by your intended audience.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

AUGUST 1, 2021

Here’s a great example: 77% of millennials hold positions in B2B companies of director level or higher today. During that time, their authority advances, along with their titles. They may not fit your persona today, but it’s likely they may in four years when the next cycle comes around. How has your brand messaging evolved to address them?

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

MARCH 7, 2022

The ones that resulted in no decision, for example, and those with the best fit to your ICP. As more B2B marketers must prove contribution to revenue growth, developing a strategic approach for B2B nurturing to resurrect lost opportunities offers potential to help you meet that goal.

Ideal Customer Profiles 88

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

Marketing Interactions

JANUARY 19, 2020

For example, unless you’re also segmenting by company size, a CMO or VP of marketing in a small company could be the equivalent of a Director of Marketing at a mid-size company or a Marketing Manager at an enterprise company. Can you segment your database according to the personas you’ve identified?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

SEPTEMBER 20, 2018

For example, if you lose five customers this month, you’d need to acquire six new customers in the same month to create growth. The traditional funnel is focused on net-new customer acquisition as the means to drive growth. This singular focus is a double-edged sword in recurring revenue and subscription business models.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JULY 31, 2022

For example, a buyer who reads an article to learn what a platform for a specific category is has a different context than a buyer who engages with content about how to get their users to adopt it. When you’re planning the story you’ll share across the buying process, you need to map it to something.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

JANUARY 27, 2020

This could be for some stage of the evaluation process (think IT vetting for security, for example), due to periphery impact (their team will be affected in some way), or it could be another influencer. The mini buyer persona format is used for people who get involved during the buying process for a specific purpose.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

SEPTEMBER 30, 2018

An example could be a report created to speak to challenges faced by a target audience and shared with that target audience while at the same time sending out product-focused promotions to the entire database.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MARCH 22, 2022

For example, I’ve spoken to customers of clients who said the solutions considered were similar, but the relationship established with my client was more valuable to them than the one they’d established with a competitor. There’s also value in the business case and being able to quantify whatever your product promises to help them achieve.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

FEBRUARY 15, 2019

Examples include options that would be reasonable to have in the choice selection but are not there, almost forcing the respondents to choose an answer favorable to the company by default. It’s hard to get a true consensus with such a variant pool of respondents.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

MAY 21, 2018

Here’s one example of the value of content operations: McKinsey found one global company that created a center of excellence for content operations and so was able to establish transparency, new governance, and improved processes across the organization.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MARCH 8, 2017

For example: “If your VP of HR is concerned about efficient onboarding for the new employee collaboration tool, seeing how other companies like yours have created successful onboarding programs can help to ease her concerns. This opportunity to invite one persona to share content with another helps them look good to their colleagues.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 23, 2017

For example, in a series of interviews I just completed, there were at least six different titles. Based on the outcome of Step 1, define a list of contacts at customer companies that will represent the persona(s) you’re building. Don’t be limited by title; also think about the role.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 13, 2021

Here’s an example: Rather than making an assumption that has a high probability of backfiring, such as “As a [title] you’re challenged by X…” I can’t tell you how many of these I get, and they haven’t been right yet. Research from Gartner found that helping B2B buyers advance increased purchase intent by 16%.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 21, 2018

For example, let’s say you’re a restauranteur and your chef has created a wonderful dish. As related to the example above, based on whether your customer chose to dine in your restaurant or attend the class, you’ve learned something about them that can inform how you continue the conversation.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

Text “keyword” (JOIN) to “short code” (123456), for example. Several examples of interactive messaging include: Post an invitation for your customers to request service and support by sending a text. Alerts and reminders. How many messages they can expect per month. Best practices advise 2 to 4 messages per month. How to join.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 23, 2018

What’s relevant to the CIO is not going to be relevant to a director of HR, for example. Gaining efficiency by eliminating waste contributes to lower expenses which results in an increase in margins, for example. What I mean by this is that brilliant, engaging, and relevant content is audience-driven. This means one audience at a time.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118