Marketing Interactions

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Edelman/LinkedIn ). Buyer-to-seller engagement hangs at 16% and will drop 2 – 3% further in the next few years (Gartner). Predictable revenue through closed-won deals (Sales).

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. More content, more case studies, more information, more sales process…more of everything.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

Even if we look just at demand generation, marketers say content is much more effective in the early stages than it is at the mid and late stages of the buying process. Yet they’re using it for every phase of the customer lifecycle. No wonder effectiveness is lacking. Something is missing.

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How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

Marketing Interactions

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. Examples: Automate processes to speed time to market by removing inefficient workflows.