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

FEBRUARY 15, 2019

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. It’s great to understand the words and phrases that our prospects use to search for solutions to problems they need to solve that we can help them with.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

SEPTEMBER 9, 2021

ABM is a terrific vehicle for enabling marketers and sellers to work in parallel to help B2B buyers do their own discovery and complete their pre-buying work to enable them to buy what you’re selling. You’re not just engaging and helping one contact advance. They need help. ABM is a Great Construct for B2B Buyer Discovery.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JULY 18, 2021

This means identifying where prospects are in their journey to solving a problem and guiding them to advance toward the solution. Content is viewed as personalized when it helps the audience take the best action to advance their thinking at just the right time. Helpfulness on your part builds affinity that plays to both of those.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

SEPTEMBER 30, 2018

It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. From a marketing perspective, context is the set of facts, meaning or circumstances that define a prospect or customer’s intentions or needs in relation to an interaction or experience.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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

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 23, 2018

Experience Gaps Disconnect Prospects and Customers. B2B content operations allows for the proper planning to ensure that prospect and customer needs are met from start to finish at every step and stage along the way. This commonly results in redundant content creation that increases the number of wasted resources. Change is risk.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

JANUARY 27, 2020

Both primary and mini buyer personas must have customer and/or prospect interviews to learn insights verbatim. Focus Helps You Gain Efficiency and Effectiveness for Buyer Personas. The tertiary persona is the only persona that I think can be based on straight research and input from your sales team who have interacted with them.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

AUGUST 1, 2021

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. This is often where ABM/ABX comes in. Don’t split your budget and create silos.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

JUNE 20, 2021

Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. There should be overlaps that bring consistency, as well as help them advance as they build confidence through learning what they need to know.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

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

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. Let’s take a look at a few of the challenges in people, processes, and technology that content operations helps B2B marketers solve. Content serves as the champion of your company. People Challenges. Collaboration.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Where did you find the most helpful information? Structure helps you to assign the information you’ve collected in a useful way. So make it as easy as possible. Who else do you need to get into these conversations? Keywords and phrases.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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. Seeing both sides of a pain point is helpful when generating content to address a buyer persona’s needs. Meetings take up much of her time. Orientation.

Buyer Personas 64

Buyer Personas B2B Marketing Marketing Strategy Marketing & Strategy 64

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. You’re not just informing them of something, but rather helping them to engage with your brand. Here are a few tips to help you make your messaging more approachable and engaging: Write like you talk.

SMS 48

SMS Business Class Ad Frequency 48

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. There are many opportunities, and our prospects and customers are counting on us to continue to keep pace.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118