Marketing Interactions

FEBRUARY 17, 2020

Get rid of the sales pitch and marketing fluff. To keep this simple, I posit that every time a buyer or customer interacts with your content, their context shifts. Sales: Challenges to overcome. But for many buyers, the B2B content they encounter is out of context. B2B Buyers say: Give me messaging I can understand.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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. This is the component that’s most reliant on sellers to determine.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

JANUARY 3, 2022

With every interaction, people learn something that shifts their context and comprehension, whether forward or backward, positively, or negatively. Regardless of net new or existing customer, their interactions with you will shift context in some way. It’s not a static place in time.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

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. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JUNE 27, 2021

And yes, your buyers and customers are primary conversations, but it goes beyond them to your sales, product, and customer teams. First, these internal conversations provide access to an extraordinary knowledge bank of insights and perspectives about your customers based on their interactions with them. This does two things.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. But what I really want this report to help marketing and sales practitioners come to terms with is the consistency gap.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JANUARY 19, 2020

They are convinced that the higher they can get in the organization, the more sales they will be able to influence. Start by talking to your sales team. 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. (who

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

OCTOBER 24, 2021

If you take the time to do this research (memorialize it in buyer personas) and gain thorough understanding, you’ll find that several other challenges on this list will go away, including: Creating valuable content , instead of sales-oriented content (36%). Difficulty in reaching target audiences (35%). Even better, ask for their input.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

AUGUST 15, 2021

The sales folks who answered the post leaned toward the feeling that their time was valuable, and they weren’t inclined to waste it on those not ready to buy. And, before you start yelling that you “have” to send everyone to sales, I’ve heard this antiquated notion shared by marketers in a variety of companies. Lack of Agreement.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 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

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.”. appeared first on Marketing Interactions. Buyers Are Already Using ChatGPT.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

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.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

SEPTEMBER 9, 2021

Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. Back to ABM…and Seamless Transitions.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Yet, given what your digital behavior indicates, this is when marketers are looking to get you to raise your hand for a demo or take a meeting with a sales rep. appeared first on Marketing Interactions. What happens when something goes wrong?

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. And until all their “jobs to be done” are complete, there’s no sale. The post The Destructive Lack of Commitment in B2B Marketing appeared first on Marketing Interactions.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

JANUARY 27, 2020

These are the people who will also become the vendor point of contact with your sales reps. The tertiary persona is the only persona that I think can be based on straight research and input from your sales team who have interacted with them. The people in this role must also be someone marketing can reach. Mini Buyer Persona.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

NOVEMBER 2, 2021

In support of sales conversations valued by buyers. In the recorded sales calls you listen to. From the feedback you get from your sales team – and the content requests (if you dig). From marketing to product to sales to customer success to UX designers, and more. Building engagement. Advancing buyer enablement.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 8, 2022

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. The post Why Customer Centric Doesn’t Mean Buyer Driven in B2B appeared first on Marketing Interactions.

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. We need to. They’ve got work to do. Jobs to complete. Thinking to be done.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

AUGUST 15, 2022

For Sales leaders, it may mean not only closing more deals but also selling more expansion deals. We push the sale instead of solving a problem and showing our buyers how to get the outcomes they need. The post Use B2B Buyer Personas to Gain Consensus on Objectives appeared first on Marketing Interactions. No regrets.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

FEBRUARY 7, 2020

The idea that if we cram everything into a 3-week campaign, we can force our prospects into speaking with our sales reps and buying. appeared first on Marketing Interactions. These questions are somewhat based in fear, but more likely based on “the way we’ve always done it.” The campaign mentality.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

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. These are based on the perspective and interpretation of the sales rep you’re speaking with.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

APRIL 14, 2019

Invite Sales to Step into Existing Conversations. Whether your buyer is engaging with your content or your sales rep, the expectation is a continuous conversation. When you orient your content-driven conversations to problem-to-solution journeys, it’s easy to enable sales to step into that conversation without a hiccup.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

SEPTEMBER 20, 2018

Interactive content and personalization are two tactics that are high on marketers’ goals lists. The post B2B Tech Marketers Make the Shift From Funnels to Lifecycles appeared first on Marketing Interactions. Avoid Unpleasant Surprises at Renewal Time. Originally published on Marketo Blog.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JULY 25, 2019

But you also must convince HR, Product, Sales, Marketing, Service and the CFO that this is the solution they each need to ensure their departments are contributing to company growth objectives. Sales cares about winning net-new logos. Introducing confusion introduces risk and what ifs that can derail a deal in a flash.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

OCTOBER 5, 2022

This becomes even more important when you consider 73% of B2B tech companies have accelerated existing company revenue goals and 41% of them are decreasing their emphasis on net-new sales to focus on up- and cross-selling. And finally, as RevOps adoption grows , alignment between marketing, sales, and customer success will only get stronger.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

APRIL 21, 2017

Curb the sales messaging. Curb the sales messaging. Curb the sales messaging. The post A Lack of Customer Advocacy Could Make B2B Buyers Walk Away appeared first on Marketing Interactions. Add more insight from industry thought leaders/analysts. Provide more benchmarking data. Provide more benchmarking data.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

MARCH 25, 2023

Your sales reps will fixate on the last conversation they had with a specific customer – focusing on whatever stood out to them the most. appeared first on Marketing Interactions. You’ll find pivotal points that will tell you where they are in their process. You can’t find this with data alone.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

SEPTEMBER 21, 2021

And you filter out the people who won’t ever buy from you, just waste your sales reps’ time. The post Point of View in B2B Content Changes the Game appeared first on Marketing Interactions. POV plays a role in driving affinity. You attract the people who believe what you believe…or want to. They’ll bring your ideas into meetings.

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

APRIL 18, 2019

For those of us who sell outcomes based on a complex sale, we really need to embrace simplicity and clarity. The post Buyer Context is the Key to Engagement appeared first on Marketing Interactions. Small steps. Small shifts based on what your buyer already sees to help them see it a bit differently.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 30, 2018

According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.”. Becoming radically relevant is achieved when marketing, customer service and sales have adopted the outside-in approach with commitment that matches capabilities.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 4, 2017

This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more. It takes campaigns out of the equation and focuses marketing, sales, and service attention on helping our target list of accounts get the job done—from start to finish. Marketing and Sales Alignment.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

MARCH 7, 2022

In fact, a mix makes your podcast more impactful and less of a blatant sales effort. The post B2B Nurturing for Lost Opportunities appeared first on Marketing Interactions. It’s great if these are customers, but it also works if they’re your buyers’ peers. A podcast also applies to more than buyers in lost opportunities. Worth a shot?

Ideal Customer Profiles 88

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

Marketing Interactions

JUNE 23, 2017

Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Select members related to the focus of the project from sales, product marketing, and line of business management. Questions to Ask Salespeople: Who do you usually interact with at prospective companies?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

DECEMBER 26, 2016

Clarity is just as important to those interacting externally with your content as for your internal team productivity. 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. Let’s take a look….

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. .”

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73