Marketing Interactions

NOVEMBER 29, 2021

This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. Options for Helping Buyers Show Intent to Buy. What can they tell us about intent?

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

MAY 21, 2018

With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re measuring—and why. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. Email metrics are a great example.

Webinar Metrics 74

Webinar Metrics Marketing & Strategy Marketing Strategy Dwell 74

Marketing Interactions

AUGUST 8, 2021

This is because our marketing-to-sales models and processes are not built to help buyers buy. Sounds dismal for marketers and sellers, doesn’t it? Deciding to Solve a Problem Is Not an Indication of Buyer Intent. I’ve been struggling with this one ever since I started working with intent data platforms.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JULY 31, 2022

As buyers have become more self-reliant, it feels like marketers are reaching too far toward giving buyers what they think they want and, in their quest to engage them, foregoing strategy. Marketers have no control over the buyer’s journey. Indicating the difference between interest and intent. They “feel” true.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

JANUARY 19, 2020

Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? The better question for discovery is, “Who can the marketing team reach and engage successfully? Note that this could be the reason marketers think they need a CXO persona. The Limitation of Intent Data for Buyer Personas.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JANUARY 15, 2023

The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant content without the need to develop the skills to write their way out. But enough has been said about the revelations this nascent form of AI will bring to marketers looking for shortcuts. Buyers Are Already Using ChatGPT.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 37% have a documented content marketing strategy. We’ve been doing this for quite some time.

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 30, 2018

As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. 93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. Bridge the Gap , 2018, Ytel].

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

FEBRUARY 8, 2022

Even if the idea is well intentioned. The post Why Customer Centric Doesn’t Mean Buyer Driven in B2B appeared first on Marketing Interactions. It’s more likely just an “opinion of the moment” based on the collective perspective in the room. And that doesn’t make your company buyer driven. Let’s be one of the “Others!”.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

MARCH 7, 2022

Better yet, how might you resurrect buying intent? If they chose a competitor, then they’re off the market for at least a year…or three. Thought Leadership Trends and Impacts: This is content that discusses what can happen with the problem left unsolved based on market trends for the buyer’s industry. What do you think?

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

Marketing Interactions

OCTOBER 8, 2020

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. Be intent on solving the problem by buying a solution. The Opportunity for Marketers and Sales Teams. Use Sales Enablement to Put Content in Context.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

AUGUST 24, 2021

I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. There’s a lot more to B2B content marketing than thought leadership, industry trends and infotainment. And for buyers who have already done the work they need to do to decide they’re in market.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

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. There’s only one of four components that marketers can weigh in on.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MAY 23, 2018

Let’s take the subject of highest priority marketing strategies from the report: As pointed out in the report, “unfortunately, not everything can be a high priority.”. Marketers are making the highest priority goals the ones that require they complete the lower-priority goals first to get there. Get Your Priorities in Order.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JUNE 13, 2021

Ever since, I’ve been thinking about a few more things that B2B marketers need to break. Marketers are all wrapped around the axle on personalization. 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%.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. And this one presents a huge opportunity for B2B marketers.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

MAY 23, 2018

As B2B marketers sprint forward, full of anticipation and excitement to help our companies grow and thrive based on the success of our customers, there are a few content marketing insights, 11 actually, that CMOs wish all marketers knew. I’ve been a marketer for a very long time. Some of these may sound familiar.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118