Marketing Interactions

FEBRUARY 7, 2020

What will we write about that will be interesting over 6-month span (or longer)? 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. How will we prove value when the end of each month or quarter comes? Who has time for that?

B2B 114

B2B Content B2B Marketing Trust Marketing 114

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. 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

JULY 31, 2022

Indicating the difference between interest and intent. They’ll get the information somewhere. For simplicity, let’s say it flows like this: Enticing headline or title that evokes interest. Even more interesting is the finding that 67% of people involved in technology buying decisions are not in IT. I flat out disagree.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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

JANUARY 25, 2022

Company objectives shift due to market fluctuations, board consensus, or the CEO’s new hyper interest. B2B buyers overwhelmingly want control over a simpler, convenient experience unencumbered by pushy tactics and self-interested vendors. A new channel looks like a big opportunity for extending reach. Outside – in.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

AUGUST 8, 2021

It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. It takes “the way you’ve always done it” and pushes it out until buyers are ready to receive product information and consider choosing a solution. When I help clients build buyer personas, I start with status quo.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

APRIL 14, 2019

It’s no longer enough to share an idea that piques interest but is so high-level that there’s nothing to do with it. 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?

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JANUARY 3, 2022

Buyers and customers no longer are reliant on you for information. Forrester’s recent Content Experience Report found that only 14% of respondents ranked giving buyers the ability to choose content based on interest or need as a top priority. 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

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. And stay with you because it wouldn’t be in their best interests to switch. If not, it should.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JANUARY 19, 2020

If you build personas in a vacuum, you could end up with a database of contacts that sales reps have no interest in talking to and who won’t ever buy from you. 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.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JUNE 13, 2021

Turns out, they weren’t the least bit interested. 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. Break the Illusion of Control. Most of them don’t want to talk to your sales rep.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 21, 2018

Step 2: And then: What if they express interest and click? You’re not just informing them of something, but rather helping them to engage with your brand. Take the opportunity to learn more about your customers and segment them according to interests. After each step you start with “and then” and keep going.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

JULY 5, 2021

What you do is go search for a topic you’re interested in. 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.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

What your buyer wants likely has nothing to do with what you think is interesting. There are several contributing factors to this problem, including: You know too much about your products which makes you biased about what information you think will be useful to your buyers. It’s Not All about You. Real Qualification.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118