Marketing Interactions

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Your products gain new features and capabilities as customer needs shift and technology reveals new opportunities to make customers lives easier. Content is all about product features; none that helps sellers show value. Let’s say a buyer asks if there’s a case study about using a specific product feature.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

For Product leaders it may mean speeding up release cycles to get new features/versions in market faster. For Marketing leaders, it may mean breaking into a new market or geo or attracting a new type of buyer (depending on product or feature releases or market changes). So, let’s take growth as the overall company mandate.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

The only caveat here is if they went away because you lacked a feature you now have. But I’d argue that you still need to focus on value first, feature second.). One idea, one call to action. Focus on what you know is important to them, not on your product. It’s a Shame to Waste Lost Opportunities.

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Revenue Teams Must Deconflict B2B Messaging

Marketing Interactions

Product managers focus on tactical product features and “cool” things they want everyone to know about—sometimes to the exclusion of the value of the outcomes from the features—which is what buyers and customers care about. The use cases they choose differ from those on the new website.

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

Just because you write about a feature that may produce value for your buyers’ organization, the takeaways from the content are about your product, not your potential buyer’s concerns, motivations, or desired outcomes. If you’ve ever tried to write content with that mandate, you know what I’m talking about. Blah, blah, blah comes to mind.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

And it’s unlikely that the list of features and functions differs greatly from the market or category leaders. Tied for Content Marketing Challenge #5: Differentiating our products/services from the competition (36%). Unfortunately for most of us, the product our company sells is likely not the only one of its kind. Look at outcomes.

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The Destructive Lack of Commitment in B2B Marketing

Marketing Interactions

But when they do shift, it should be based on how your buyers shift, not because you’re bored, or your VIP had a brainstorm, or to rave about a new product feature. This doesn’t mean things don’t shift. It’s about commitment in B2B marketing. Your buyers really need you to stay the course. Continuous and consistent. Not one-off campaigns.