Marketing Interactions

JANUARY 19, 2020

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. Which competitors do you see show up the most when you’re working deals?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

OCTOBER 24, 2021

This is usually the case I find in the work I do with my clients. If you take the time to do this research (memorialize it in buyer personas) and gain thorough understanding, you’ll find that several other challenges on this list will go away, including: Creating valuable content , instead of sales-oriented content (36%).

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

APRIL 14, 2019

Given that Forrester finds that 62% of buyers say they can develop selection criteria or finalize a vendor list based solely on digital content, marketers must use technology to effectively grow engagement with buyers. An easy example is to look at the information you’re sharing in terms of depth. This is where nuance comes in.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

SEPTEMBER 26, 2022

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? These are just a few examples of questions you can ask to get a current read on your existing personas.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JULY 25, 2019

Fully 62% of buyers believe they can learn all they need to know to create a short list of vendors to consider without ever speaking to any of them. In my work building personas, I find that often to be a low-ball count. Let’s take an example. Product needs regional teams to work better together to get products to market faster.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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. Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention. Your customers won’t continue to pay for shelfware.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. Email metrics are a great example. If you sent to a list of 1000, this means 400 people opened it, but only 20 people were interested or curious enough to follow your CTA.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74