Marketing Interactions

JULY 31, 2022

They’ll get the information somewhere. Recent research from Gartner finds that 56% of organizations said they had a high degree of purchase regret over their largest tech-related purchase in the last two years. It’s better for you if you’re the source. You need a way to know you’ve got the complete story. Read that again.

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 would never be purchased without IT involvement and approval. Complete silence.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

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. Consider that most buyers don’t make complex purchases every day.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JANUARY 3, 2022

Namely: In B2B complex purchases, the end users are often not the buyers you sold to, so your audience has shifted. Buyers and customers no longer are reliant on you for information. I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

OCTOBER 5, 2022

By renewal time your customer should have solved the problem they had before purchase. 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. – Here’s what’s in a winning why stay story….

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JUNE 20, 2021

This mixed messaging used to not be that big an issue as buyers had limited access to information. Customer success is struggling to adopt the new messaging given the way your customers talk about the solution they purchased and learned, and they don’t seem willing to form new habits, so the success team is now straddling new naming with old.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

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

JUNE 13, 2021

In fact, proving you know them can decrease purchase intent by 4%. Research from Gartner found that helping B2B buyers advance increased purchase intent by 16%. No interested buyer ever said, “Please give me enough information to engage me and then leave me hanging.”. Break the Campaign Constraint.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. 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.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58