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. Completing all those “jobs to be done” requires a wealth of information. Gating content is done to collect buyer contact information.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

APRIL 21, 2017

Within a job to be done are many needs or tasks to be completed that require information, learning, and gathering the criteria for decision making and change management. Answers a question or informational need that’s part of a job to be done. With some jobs to be done, different personas need the same information.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

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? It’s likely that this persona will be fed information by your primary persona.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

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. It’s not that sales reps are wrong, it’s that they use this information differently than a marketer will.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

AUGUST 15, 2021

Firmographics identify the right fit companies – industry, employee size, revenue, and geo. How much of a share of their information consumption do you have? It’s helpful to know if an account is searching for information that relates to the problem you solve, your category, and your competitors. Here’s why. Or only register?

Marketing Qualified Leads 62

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

Marketing Interactions

JUNE 23, 2017

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. It can be like herding cats because our financial information is so hard to use.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

APRIL 14, 2019

An easy example is to look at the information you’re sharing in terms of depth. Have you ever landed on a vendor website and not known where to look for the information you were after? A conversation is like a puzzle with each piece connecting its information to the others in a way that adds context.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

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

JANUARY 25, 2022

Has the way the industry approaches that problem changed? They may have more exposure to information, but they still need your help and guidance to assimilate it in relation to solving their problem. Has the problem your persona is trying to solve changed? Commitment in B2B marketing takes dedication and focus. Outside – in.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JUNE 13, 2021

But, in B2B, it’s not as much about knowing their shoe size as it is understanding their industry, role, and use case. The inability to reconcile competing information and build the confidence to justify a buying decision is impacting the skyrocketing rate of no decisions and stalled deals, according to Gartner. Give them choices.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174