Marketing Interactions

JUNE 27, 2021

For example, a goal is never as simple as “grow revenues.” You’d think we’d be making progress. But the above three findings from 2021 reports indicate that’s not true for close to half of the marketers who participated in the research. Get to a level of depth in information that promotes relevance.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles ABM 111

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. Similarly, if only one person at the company knows how to use your solution and he or she leaves, you’re left with an orphaned solution destined to become shelfware, which leads to a lost customer.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JULY 25, 2019

Let’s take an example. Using the above example, let’s say that the core value is bringing the workforce together to drive growth. Each person can see how they can get what they want but also be seen as contributors to the company’s overall business objective of growth. Imagine you sell collaboration software.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

NOVEMBER 2, 2021

Ask them to include the role of the person, industry, company, the related problem, and product along with the question. For example, if you ask your customer what they needed to learn to decide to buy, their answers can be reverse engineered into the questions that were top of mind during their buying process.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JANUARY 19, 2020

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. The better question for discovery is, “Who can the marketing team reach and engage successfully?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JULY 31, 2022

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. 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.

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. This person is not likely to be in your database or to pursue learning about your company and solutions on their own.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

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. Just one person from the account, or is a group forming? It’s important to understand the weighting.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. 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. Bridge the Gap , 2018, Ytel].

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MARCH 8, 2017

This remains true today—whether applied to a personal or professional context. B2B buying – at least in relation to complex purchases – is not decided by one person, but rather negotiated within groups or buying committees. As English poet John Donne penned back in 1624, “No man is an island…”.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

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. In other words, no one person or function administers content marketing.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

For example, in a series of interviews I just completed, there were at least six different titles. I structure the personas I build around nine components that include: “A Day in the Life” – written in the first person as if the persona is speaking to you (include relationships with others involved in the buying decision).

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Marketing Interactions

JUNE 13, 2021

Break the Personalization Assumption. Marketers are all wrapped around the axle on personalization. So perhaps we need to think more about understanding and helping than knowing about more personal stuff. Ever since, I’ve been thinking about a few more things that B2B marketers need to break.

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. The Bottom Line.

SMS 48

SMS Business Class Ad Frequency 48