Marketing Interactions

OCTOBER 24, 2021

Assumptions that, even if close, are too high level to provide the insights that can transform the information you share to engage the audience because they recognize expertise and the words you’ve chosen resonate with them. But often this understanding includes stereotypical assumptions, as well. Remember, they’re busy.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

FEBRUARY 8, 2022

Buyers are humans, and how they “feel” at each stage of their experience with your company will go a long way in determining their level of engagement and progression – as much as will the information they receive and assimilate from you. The way you frame the information/content you share with them has an impact.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

OCTOBER 8, 2020

Wrestling to understand a lot of conflicting information gathered during research. Most of the information they gather and conversations about solving the problem take place without your sales rep in the room. More content, more case studies, more information, more sales process…more of everything.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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 7, 2020

We can’t push buyers forward by burying them in information and expecting them to embark on an archaeological dig to extricate what’s meaningful to them. In other words, learning something when you need to know it so that you can apply it helps with retention of that information. Who has time for that? Stick with me.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JULY 18, 2021

And it can derail your efforts if you try to prove you “know” them without offering information they view as valuable. Some of these shifts will be inferred by the transfer of information during an interaction, along with monitored behavior and activity that can be assessed to verify the degree of the shift.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

AUGUST 24, 2021

They need information that helps them understand what to ask, do, understand, and evaluate. Gartner defines buyer enablement as, “…the provision of information and/or tools to customers that support the completion of their buying jobs.”. But you have information that can help them. Thinking leadership information.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

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

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. pages, then they’re likely just interested in the information. Put Some Substance Behind Your MQLs. Or only register?

Marketing Qualified Leads 62

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

Marketing Interactions

OCTOBER 8, 2020

Information to help buyers understand their problem and why to solve it. Sales content provides information that helps buyers gain confidence that they’re making the right decision to move forward. For a litmus test, ask whether your content is valuable enough that your buyers would pay to have access to it.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

AUGUST 15, 2022

Yes, there’s a ton of information available online. Buyers think they can find all the answers they need given the amount of information available at their fingertips. Building Confidence is Crucial for Consensus. The idea of the self-reliant buyer is more like the overwhelmed, frustrated buyer. Yes, most buyers say it’s high quality.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

SEPTEMBER 21, 2021

Likewise, the things that leave buyers wanting are similar in this report as in other buyer preferences studies, including (by order of importance): Overly focused on selling rather than conveying valuable information. This means it’s not discarded as “already known” and saved as new information related to your brand. The reason?

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

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, 2019

A funny thing happened with the growth of information availability. 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.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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 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

AUGUST 8, 2021

We’re so quick to jump to the conclusion that the person is a buyer because they’ve looked at our product information that we fail to consider they may be looking to see what it does so they can figure out if they can solve the problem internally. What context does that content indicate? Moving from Sales-Driven to Buyer-Driven.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

SEPTEMBER 9, 2021

And this isn’t because sales reps don’t have and share information or add value. It’s the type and focus of the information that’s the issue–usually all about your product and functionality. I firmly believe this timing factors into why conversations with sales reps push to the back of the bus.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JANUARY 3, 2022

Buyers and customers no longer are reliant on you for information. However, what this means is that you need to understand all the questions that need answers—and who’s asking—so that the information they want, and need is available when they want it. B2B Nurturing Programs Let Your Audience Drive. Google is only a browser tab away.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JANUARY 15, 2023

We need to be smarter and focused on continuous synching with our markets and evolving our digital strategies and approach to informing our buyers and customers with the true intent of helping them at the core of everything we do. Change is never ending. It’s coming faster than ever.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

FEBRUARY 17, 2020

What new questions or curiosity did the information uncover for them? Done well, it can also be used help to deconflict the various information brought back by the buying committee that stalls deals—sometimes permanently. To keep this simple, I posit that every time a buyer or customer interacts with your content, their context shifts.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JUNE 20, 2021

This mixed messaging used to not be that big an issue as buyers had limited access to information. But, without coordination, the stories each of them tells can make the company “feel” a bit off-kilter and result in confusion for those on the receiving end. That’s no longer true. It hasn’t been true for quite a while, yet this issue persists.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JULY 25, 2021

It’s the umbrella concept behind personalization, the reason for targeting, and informed by context. Improving marketing is iterative, not a start, stop, pick a new shiny concept, and start over proposition. Relevance is the overarching component of all great marketing. And I’d argue, there’s nothing “hyper” about that.

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

JANUARY 25, 2022

They may have more exposure to information, but they still need your help and guidance to assimilate it in relation to solving their problem. Commitment in B2B marketing takes dedication and focus. Outside – in. Not inside – out. Buyers are counting on you to get them from A to Z.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JANUARY 9, 2022

It’s about serving and helping them find valuable information to make progress toward gaining the outcomes they want. But here’s where a lot of content goes wrong…. Creating a sum of knowledge is not about trying to be smarter than your audience. It’s about relevance and—importantly—staying power.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

JANUARY 19, 2020

I’ve seen this happen more than once and have had to resuscitate personas that were no longer accurate in order to activate them to effectively inform new marketing programs. Otherwise, when you finally have the resources to address the others in six months, you’ll find out they’ve changed. Why do the work twice?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

OCTOBER 5, 2022

For enterprise (ABM) expansion programs – use existing advocates and power users to inform others within their organization of the value they’re reaping from using your products. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 20, 2018

Think about how customer retention programs that employ those tactics can also inform your customer acquisition strategies. Interactive content and personalization are two tactics that are high on marketers’ goals lists.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JULY 31, 2022

They’ll get the information somewhere. For example, a buyer who reads an article to learn what a platform for a specific category is has a different context than a buyer who engages with content about how to get their users to adopt it. It’s better for you if you’re the source. You need a way to know you’ve got the complete story.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

MAY 23, 2018

If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation. What you’ll find is that you’ll achieve a continuous improvement cycle that sweeps other priorities up as you gain momentum.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

APRIL 11, 2019

Channels have been added nearly every year and as consumers (and business buyers) became internet savvy, they wrested control away from the brands who used to decide what information they should have. To manage all of this and continue to be competitive, content strategists needed a new way to manage content marketing.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

Plan content initiatives based on content marketing strategy informed by buyer personas, behavioral analysis, and engagement data, and map these initiatives against organizational goals. Research from a few years ago found that companies wasted $0.25 of every dollar spent on content. Such planning and mapping can mitigate the risks.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 13, 2021

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. No interested buyer ever said, “Please give me enough information to engage me and then leave me hanging.”. Give them choices.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 21, 2018

You’re not just informing them of something, but rather helping them to engage with your brand. As related to the example above, based on whether your customer chose to dine in your restaurant or attend the class, you’ve learned something about them that can inform how you continue the conversation.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

Publish opt-in information on your website, as a P.S. in your emails, in social posts, on in-store posters, in direct mail, at the end of your white papers, and other marketing collateral, as is relevant to your campaign. Send a text that offers them information or a promotion if they text back a keyword. How to join.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

JULY 5, 2021

Whether the infographic serves your needs is dependent on the information in the visual, not the format of the visual. Believe me, if the information is garbage, you’ll be hitting that back button in short order, without caring if it’s an infographic, video, or a blog post. A Focus on Format is a Siloed View.

Relevance 140

Relevance Top of Funnel B2B Content 140