Remove interactive

Marketing Interactions

article thumbnail

Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. There are also the often-discussed changes, including how far along in the process buyers get before involving a vendor. Did you encounter obstacles you weren’t expecting during the buying process?

article thumbnail

Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Sales needs to focus on direct interactions with buyers and accounts—with the resources and tools they need to address context shifts at every stage—to win deals.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

The Importance of Humanness in B2B Content Experiences

Marketing Interactions

A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived “humanness” of the interaction. Buyers want to be active participants in their buying process. Marketing “speak” sucks the humanity out of content.

article thumbnail

The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

Once they engage with your company, the intent score swings to have more weight based on branded interactions—visits to your website, branded keyword search, targeted display ad engagement, and more. There’s simply no match with the account’s place in the buying process. And my inbox reflects that interpretation. Unfortunately.

article thumbnail

Misconceptions About B2B Buyer Personas

Marketing Interactions

Creating content for specific stages of the buying process. It could be—with buyer personas built to uncover true insights about attitudes, perspectives, change management, and thought processes of the people who buy and use your products and solutions. It’s an involved process that begins with talking to people.

article thumbnail

Quit Poking the Bear with Gated B2B Content

Marketing Interactions

And for all my clients selling complex solutions, that’s a process—and it can be a long one. Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. B2B buyers want to drive their own process. Based on context. That’s an increase of 47%.

B2B 62
article thumbnail

Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

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. The post Marketers Need a Mindset Reset for B2B Personalization appeared first on Marketing Interactions. But saying so doesn’t make it so.