Marketing Interactions

JUNE 27, 2021

It could be—with buyer personas built to uncover true insights about attitudes, perspectives, change management, and thought processes of the people who buy and use your products and solutions. And yes, your buyers and customers are primary conversations, but it goes beyond them to your sales, product, and customer teams.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

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. For Product leaders it may mean speeding up release cycles to get new features/versions in market faster. I think of them as Organizational Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

MARCH 7, 2022

They have a recognized problem to solve that matches the solution your products or services provide. 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.

Ideal Customer Profiles 88

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

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. From marketing to product to sales to customer success to UX designers, and more. Will it work for our products? Invite all contributions.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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. Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. If they do.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

APRIL 18, 2019

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. We focus on how we think our products align to what our buyers need. Buyers don’t care about your products. We “get” it.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 14, 2021

We set expectations with one piece of content and then fail to deliver the full story to help them advance their thinking. Sales says one thing, marketing messaging says another, and product marketing says something else. B2B buyers want the information they seek with a minimal expenditure of effort. They want the easy button.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. This is because our marketing-to-sales models and processes are not built to help buyers buy. This is how Sharon Drew Morgen explains it.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JANUARY 25, 2022

A new product is launching. Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. You need to help them orchestrate their progress in solving the problem by making sure there are no potholes along their route. Quotas go up.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

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. This is your opportunity to ensure that you’ve developed customer experiences that result in happy and productive customers. Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

NOVEMBER 15, 2021

You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. Mostly because the campaign is trying to place product before the buyer is ready to buy. No indicated awareness your company exists on their active radar. The intent data lacks specificity.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

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. Think about product-led growth (PLG). They can differ…substantially.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. Yet, the product is an IT product that will benefit first and foremost IT.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JUNE 20, 2021

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. Marketing redesigns the website in preparation for a big, new product update. That’s no longer true.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

FEBRUARY 20, 2022

Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. The Mandate to Help B2B Buyers with Problem Blindness. It’s also when we’re doing our buyers a disservice by helping them buy a band aid when they really need surgery. Do you feel it?

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

AUGUST 15, 2021

Product pages can fall somewhere in the middle. Have they accessed pre-sales content that answers their change management questions and helps them decide to fix the problem? It’s helpful to know if an account is searching for information that relates to the problem you solve, your category, and your competitors.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

JANUARY 3, 2022

Customers have solved that problem with your (your solutions) help. It’s subtle, but it’s a difference that your buyers and customers will notice based on context and their familiarity with your product. Don’t forget that customers adopt the “lingo” that goes with your products. They want what they want when they want it.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. 80% of buyers say the customer experience is as important as the product ( source ).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

APRIL 14, 2019

Marketing automation can help to orchestrate buying conversations and get salespeople in the conversation at the right time—if you use it as more than a glorified email blast tool. For example, you could say that “doing X will result in increased productivity.” Content-Driven Conversations Rely on Nuance. This is where nuance comes in.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

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

FEBRUARY 17, 2020

I want insights that help me see things relevant to me in new ways. Our content is not helping us reach our goals consistently. How do we use it to help us win more deals? What to change – content that defines the problem and helping folks recognize it’s a problem. B2B Buyers say: Give me messaging I can understand.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

NOVEMBER 29, 2021

Even though we know better, we seem unable to give B2B buyers what they want > unfettered access to information that helps them consider and manage change in the solving of their critical problems. It will help to identify when and why to gate B2B content and when to set it free. Options for Helping Buyers Show Intent to Buy.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

APRIL 11, 2019

Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. There was no real story, the sends were mostly predicated on new product releases or updates and features or “me, me, look at me, I’m the leader” propaganda. It’s easier with a bit of help.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 23, 2018

Content has become almost as much of a product as the actual products and solutions your company provides to your customers. 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.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

JUNE 23, 2017

An in-depth buyer persona will: Describe their perspective on your product based on what they want to achieve. Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Select members related to the focus of the project from sales, product marketing, and line of business management.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

OCTOBER 8, 2020

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.” . The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JANUARY 19, 2020

Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? The answers to these questions will help you form an initial list of buyer personas for consideration.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. We need a campaign for Q2 to generate #X leads/demands for product A. Our customers have shown high engagement with these content assets; what can we create to continue the story or fill in the gaps to help them solve this problem? We’re in the same boat.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

DECEMBER 26, 2016

What can help us fast-track improvement is the concept of content operations. Clarity is just as important to those interacting externally with your content as for your internal team productivity. Removing autonomy amongst the teams helps to bring everyone together in support of that common objective—if done well. And it can be.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JANUARY 30, 2017

We’re asking them to think differently than they are today by adopting the approach or product we’re certain can help them reach their goals. Applying compassion to our marketing programs can help marketers create experiences that are greater together than they are as standalones. Commitment is about staying the course.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

DECEMBER 29, 2016

Problem 2: Creating more content that’s not any more effective than what you already have is not going to help marketers reach their goals. These links will help you create transitions. Each of these decisions to take a next step with the help of your content builds engagement.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

DECEMBER 26, 2016

They know that company and product-oriented content is not the most effective, but they still produce as much of it as content focused on the issues and problems their buyers face. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap. It’s not easy.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JUNE 23, 2017

Her goals are to improve financial transparency and to increase efficiency in data utilization to prioritize key decisions that help the organization run profitably. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. Meetings take up much of her time. Watering Holes and Social Media.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

Let’s take a look at a few of the challenges in people, processes, and technology that content operations helps B2B marketers solve. And this discernment means more efficiency and effectiveness in content ideation, production, and execution. People Challenges. Collaboration. Process Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. Rather than addressing only the needs of one persona at a time, create ways to help them facilitate the hard conversations. 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

APRIL 21, 2017

As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. When content is planned and developed based on creating a collective that helps your audience complete a job to be done, it’s hirable. Volume has become the rallying cry, rather than purpose, meaning, and experiences.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JUNE 13, 2021

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%. So perhaps we need to think more about understanding and helping than knowing about more personal stuff. Turns out, they weren’t the least bit interested.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174