Remove help work

Marketing Interactions

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. 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.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. 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. Trying to force the issue won’t work.

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

What worked yesterday may not work today. Some examples of questions to ask customers who’ve come on board in the last year include: Situational – what environmental/work conditions caused a shift in approach? Do they use technology that will help them adapt? Your buyers and customers are not.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

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.

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

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.

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

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. Here’s how it works. That information will help you see where a question fits along the customer continuum. Will it work for our products?

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

We set expectations with one piece of content and then fail to deliver the full story to help them advance their thinking. This reduces the effort for your buyers and helps guide their thinking to help them make advances in their buying journey. B2B buyers want the information they seek with a minimal expenditure of effort.

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