Marketing Interactions

FEBRUARY 15, 2019

I also what to hear what the buying process is like for their buyers/customers. Note: I do this to gain a foundation of insight for the project, but also to involve sales and learn what they want to know that will help them buy into the persona project. What you learn from talking with your customers can help change this, as well.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JANUARY 27, 2020

In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process? Focus Helps You Gain Efficiency and Effectiveness for Buyer Personas.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

AUGUST 15, 2022

Together, the combo can help you combat the lack of consensus, the stallers, and the regret that looms large— at 56% of buying organizations —per Gartner’s research. You need to address their issues first, then show them how it helps the company achieve the overall objective. I think of them as Organizational Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

MARCH 7, 2022

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. Questions like these can help buyers overcome doubts: What could have caused you not to buy X solution?

Ideal Customer Profiles 88

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

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. We need to make quota for the month, quarter, or year.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

OCTOBER 5, 2022

I’ve been involved in helping clients create a slew of retention programs—more so in the last few years—and I’d like to clear up a few things when thinking about and planning them: Retention programs and onboarding programs are not the same things. Economic, Functional, Experiential, Symbolic) How can you help them gain more value?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 30, 2018

As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 23, 2018

Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. Experience Gaps Disconnect Prospects and Customers. Change is risk. The adoption of a content operation function can look daunting.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

SEPTEMBER 20, 2018

In this blog, I’ll cover best practices for B2B marketers to make the shift from funnels to lifecycles to increase ROI and help your customers stick with you for the long run. How can you help them get more value? Do you have programs to help power users bring along those that are more reluctant to embrace new ways of doing things?

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

AUGUST 1, 2021

You can apply “brand” thinking and “demand” thinking to the entirety of the process. Fame helps build buyer confidence. Swirl brand and demand together for a more compelling, consistent, and relevant story that covers the bases—at whatever stage buyers, prospective buyers, and customers find themselves. You need both.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. 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.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

APRIL 11, 2019

Needless to say, there was no coordination across the enterprise, so it was common for a prospect to get barraged by unrelated, often irrelevant communications because segmentation was lacking, personas were a novelty, and a cohesive strategy was considered one-off projects every quarter. It’s easier with a bit of help. But we have to.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Scheduling interviews (whether internal or external) is the most difficult part of the buyer persona development process. Where did you find the most helpful information? Keywords and phrases.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 23, 2017

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.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. Use the “And Then” process to construct your conversation: The best way to create a conversational narrative is to decide what you want to share and then keep asking what’s next based on what you want them to do.

SMS 48

SMS Business Class Ad Frequency 48