Marketing Interactions

AUGUST 8, 2021

“Sellers use their sales process to place solutions.”. The other is a change management initiative with individualized criteria sales reps lack insight to. This is because our marketing-to-sales models and processes are not built to help buyers buy. They are sales-driven, not buyer-driven. They drive, but you can enable.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JULY 31, 2022

Sure, you may get engagement on a one-off basis, but unless your sale is transactional, you’re also giving up the depth required for a complex sale. The number of touchpoints has increased (up to 27 per person, per Gartner) and only 3% want to speak to your sales reps for education. This also holds true for sales.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JANUARY 15, 2023

My friend, Dave Brock , recently penned a post, Buyers Using ChatGPT , where he approached it from a sales perspective and suggests his readers: “Think of the power available to buyers in leveraging these tools to help them think about their buying process.”. Buyers Are Already Using ChatGPT.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

FEBRUARY 8, 2022

Even if the idea is well intentioned. Campaigns with the age-old structure of three touches followed by a sales call are obsolete. Until and unless we help them navigate all of this—on their terms—sales opportunities will continue to stall or evaporate. And that doesn’t make your company buyer driven.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

AUGUST 24, 2021

Think about what your buyers have already gone through before they engage with your sales reps. There’s a reason statistics exist that verify buyers push sellers back to the end of the buy cycle and only spend about 5% of that time engaged with your sales rep. Understanding how to read buyer intent beyond keyword searches.

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. And how much of the buying committee is showing interest?

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MARCH 7, 2022

Better yet, how might you resurrect buying intent? In fact, a mix makes your podcast more impactful and less of a blatant sales effort. Why did you lose that opportunity? I recently wrote about B2B nurturing for net new vs. existing customers. But what about lost opportunities? Neither is the optimal choice.

Ideal Customer Profiles 88

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

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. Taking steps to establish ownership also serves to install content marketing as a valuable company asset with the intent to run content marketing as a business, rather than as an ad hoc task. To transform, we need to up our game.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

MARCH 8, 2017

The intent of content marketing is to get the right content to the right persona at the right time in the right channel. Let’s say your sales team says they must engage a CXO in order to close a deal. There’s just one thing. A B2B buyer persona should never be treated as a silo. I can hear you. A Look at B2B Buying Dynamics.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

SEPTEMBER 30, 2018

From a marketing perspective, context is the set of facts, meaning or circumstances that define a prospect or customer’s intentions or needs in relation to an interaction or experience. The conflict is in what the term “relevance” means in application. Context amplifies the relevance of digital marketing to create profitable engagement.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

DECEMBER 26, 2016

Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process. Not vanity metrics like clicks and page views, but measurements indicative of action, momentum, and intent. Control is also where metrics come in.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

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%. Most of them don’t want to talk to your sales rep. They assume that after three or four touches, a sales call is warranted. Break the Illusion of Control.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

Shortening the sales cycle brings faster turn over for revenue, so put that narrative to work to pull buyers forward. Sales is not your customer. I’ve often found marketing teams that are really an order desk for the content that sales teams request—often on a whim or for what a sales rep thinks will sway a specific prospect.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118