Marketing Interactions

JULY 31, 2022

Content should be helpful for both customers and buyers…everyone consuming it. We created them to help us. They help us on the inside in many ways, including: Identifying gaps in the story our content shares. Indicating the difference between interest and intent. Marketers have no control over the buyer’s journey.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

JANUARY 19, 2020

Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? The answers to these questions will help you form an initial list of buyer personas for consideration. On most of my projects, their willingness to help with customer outreach makes the difference in getting this work done quickly.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JANUARY 15, 2023

My friend, Dave Brock , recently penned a post, Buyers Using ChatGPT , where he approached it from a sales perspective and suggests his readers: “Think of the power available to buyers in leveraging these tools to help them think about their buying process.”. They need our help.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

JULY 18, 2021

Personalization in B2B marketing has been on an upward intention trend for a while now. Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. Helpfulness on your part builds affinity that plays to both of those. But it’s not working out very well.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

OCTOBER 15, 2021

The best thing we can do is empower marketers to address them—and help other teams do so, as well. They build the story to help buyers advance and gain momentum and have the skills to continuously unfold the story ( with care to the consistency of messaging ) ensuring buyers and accounts advance to their interactions with the other teams.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

JULY 25, 2021

These articles go on to make their case by defining traditional personalization as including elements such as name, company, industry in communications, where hyper-personalization takes into consideration behavioral activity and engagement data to interpret intent and hone messaging. I don’t think this means “hyper.”

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

FEBRUARY 8, 2022

This is true if you’re only interested in learning about your customers so that you can extract more revenue from them, instead of focusing on serving and helping them. Even if the idea is well intentioned. Until and unless we help them navigate all of this—on their terms—sales opportunities will continue to stall or evaporate.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

MARCH 7, 2022

Better yet, how might you resurrect buying intent? This means there’s a higher probability that they still need to solve the problem—and it’s worth taking another shot to help them do so. Aren’t convinced you’ve sufficiently demonstrated how you’d help them mitigate risk. Why did you lose that opportunity?

Ideal Customer Profiles 88

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

Marketing Interactions

MAY 21, 2018

In essence, how good it is at guiding progress—becoming a conductor for engagement and intent. This statement includes the target audience, the “what” we will help them learn, and the result they will get from the information. We need to look at content metrics that reflect how well our content is at playing nicely with other content.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. And, for those of you going there, helping buyers set a future vision isn’t always thought leadership.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

OCTOBER 8, 2020

Be intent on solving the problem by buying a solution. Sales enablement, used well, helps sellers orchestrate better conversations, uniting buyers with sellers. Rather than simply sending content sales can propose questions, add commentary, or help frame it up in the context of the buyer’s situation.” .

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

MARCH 22, 2022

Given that 94% of B2B Buyers say they are very well informed or somewhat informed before they talk to a sales rep, there’s a lot of opportunity for marketers to help buyers self-qualify as ¾ of them push off engaging with sales until the end of their change process. Today, change is rampant which makes budgets a moving target.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. Let’s take a look at a few of the challenges in people, processes, and technology that content operations helps B2B marketers solve. Yet content marketing effectiveness continues to decline, even while spending goes up. People Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

DECEMBER 26, 2016

What can help us fast-track improvement is the concept of content operations. The social media team employs snips of the paper to drive engagement via additional channels, where the customer support team uses it to help a new customer resolve an issue that arises during implementation. 37% have a documented content marketing strategy.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MARCH 8, 2017

When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. The intent of content marketing is to get the right content to the right persona at the right time in the right channel. There’s just one thing. I can hear you. After all – 23.8%

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

In fact, proving you know them can decrease purchase intent by 4%. If you do so without helping them advance their thinking about solving a problem. Research from Gartner found that helping B2B buyers advance increased purchase intent by 16%. Give them choices.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. The key principle here is the intent. Some of these may sound familiar. Target Your Audience.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118