Marketing Interactions

JUNE 27, 2021

First, these internal conversations provide access to an extraordinary knowledge bank of insights and perspectives about your customers based on their interactions with them. Misperceptions they had to work to overcome—for them or for others on the buying committee. This does two things. What you can learn is often surprising.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

SEPTEMBER 14, 2021

Once you’ve laid this all out, you’ll quickly see what works together and what doesn’t. The post Stop Asking B2B Buyers to Take Leaps of Faith with Content appeared first on Marketing Interactions. This reduces the effort for your buyers and helps guide their thinking to help them make advances in their buying journey.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

AUGUST 1, 2021

Therefore, brand supports and activates demand while demand completes the virtuous loop of delivering on the promises made by brand interactions to acquire customers, thereby creating advocates that evangelize the brand. But this only works when there aren’t glaring gaps between the two. And repeat…. What have they heard?

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

SEPTEMBER 20, 2018

Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention. It’s common that there’s a champion who has worked tirelessly to help their company buy your solution. Your customers won’t continue to pay for shelfware. Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

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. If the answer to any of those is “yes” – now you have some work to do to realign the foundation of your strategy in relation to your buyers. They expect commitment.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

MARCH 7, 2022

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. You may also find that they haven’t done the work internally they need to complete before they can actively commit to buying something. It’s great if these are customers, but it also works if they’re your buyers’ peers.

Ideal Customer Profiles 88

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

Marketing Interactions

JANUARY 19, 2020

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. Which competitors do you see show up the most when you’re working deals?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

DECEMBER 26, 2016

The survey was based on the impact of this buzzworthy stat that surfaced a few years back: Buyers are 57% of their way through their buying cycle before they interact with salespeople. And through client engagements, I also know it works. Download your copy of the State of the Conversation Report to see why we need to do the hard work.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

FEBRUARY 17, 2020

Of course, it’s truly difficult to nail context if you haven’t done the work to understand your buyers and customers at different points in the life cycle. Assumptions are clearly not working. To keep this simple, I posit that every time a buyer or customer interacts with your content, their context shifts. If not, it should.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

FEBRUARY 8, 2022

To do so requires you do the work to learn and understand your buyers. Understanding perspective and temperament is as key as understanding the problem they’re working to solve. The post Why Customer Centric Doesn’t Mean Buyer Driven in B2B appeared first on Marketing Interactions. Unite Around Buyers, Not Products.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

APRIL 18, 2019

When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. Asking for big swings doesn’t work. The post Buyer Context is the Key to Engagement appeared first on Marketing Interactions. Complex Buying Processes Require Small Shifts. It’s overwhelming.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

DECEMBER 21, 2021

Investing in the idea of change is emotional – Will it work? 52 tips on X with no explanation about why or how they work or when to use them. The post The Blandscape of B2B Marketing Content Needs a Bit of Emotion appeared first on Marketing Interactions. What if it fails? Imagine what we can do when we have X!

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

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.”. It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

FEBRUARY 7, 2020

I’ve been doing a lot of work around Microlearning for a client project. appeared first on Marketing Interactions. Becoming the answer to your customers’ challenges isn’t a one and done effort. It’s an accrual over time. Just as was true for Rome, trust isn’t built in a day. The ask that results in the decision to buy.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

SEPTEMBER 9, 2021

ABM is a terrific vehicle for enabling marketers and sellers to work in parallel to help B2B buyers do their own discovery and complete their pre-buying work to enable them to buy what you’re selling. What work do they need to do to get to the true cause of the problem they’ve identified? How will they know?

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

JANUARY 9, 2022

When content works together to build a sum of knowledge, each piece adds depth to, and expands, on the others. Forward-looking content that distills the trends you see coming and identifies the challenges they’ll bring (along with how you’ll help them pivot) can serve to help customers continue to gain value from working with you.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

OCTOBER 24, 2021

This is usually the case I find in the work I do with my clients. Communication is a critical part of getting work done. The post Current B2B Content Marketing Challenges to Beat appeared first on Marketing Interactions. When I speak with them and probe, they have a surface understanding. They know the basics.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

AUGUST 24, 2021

And for buyers who have already done the work they need to do to decide they’re in market. We understand what it does, how it works, why it’s needed, and more. They’ve got work to do. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

MARCH 22, 2022

And, with buyers preferring self-reliance and digital experiences over direct vendor interactions, marketers have an expansive opportunity to help buyers self-qualify. The seller-driven approach isn’t working. The post Why Buyer-Driven Qualification Beats BANT appeared first on Marketing Interactions. I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

OCTOBER 8, 2020

In defense against the time sink that causes, many sales reps have downloaded content to their laptops and continue to use what’s worked in the past because searching for new content is unwieldy. The post How Marketers Can Help Reps Use Sales Content Effectively appeared first on Marketing Interactions.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

NOVEMBER 2, 2021

Given the context of the entire conversation, this could result in the question they asked being about efficiency or about whether the process could still work as promised with automation, for example. Here’s how it works. Will it work for our products? Create a Contextual Messaging Framework for Buyer Questions. Yep, it’s true.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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. How many rich interactions is your content generating? Are they using your ROI calculator or some other interactive content like a quiz? Responsiveness.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

FEBRUARY 20, 2022

Let’s work through it > an unwelcome situation could invite a variety of responses, including: Ignoring it and hoping it goes away. appeared first on Marketing Interactions. The dictionary definition of problem is, “a matter or situation regarded as unwelcome or harmful and needing to be dealt with and overcome.”.

Top of Funnel 88

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

Marketing Interactions

MARCH 25, 2023

As someone who reads a ton of B2B marketing content and works to help companies create meaningful, provocative, and forward-looking content, I agree it is hard to come by. appeared first on Marketing Interactions. Buyers want that – darn near all of them. 74% want connection on a meaningful emotional level as well as a rational level.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

SEPTEMBER 21, 2021

POV only works if you don’t waver. The post Point of View in B2B Content Changes the Game appeared first on Marketing Interactions. Challenge the status quo. POV should also support your brand positioning and messaging. What does your company think? Does it think so consistently? What does it stand for and believe? So, get after it!

B2B Thought Leadership 69

B2B Thought Leadership Thought Leadership B2B Content 69

Marketing Interactions

OCTOBER 5, 2022

Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. Host a lunch and learn and invite execs or the appropriate personas from other departments/divisions with similar objectives to join a peer discussion about what’s working.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

OCTOBER 8, 2020

Marketing and sales, working together, can use sales enablement to transform how buyers value sellers and engage them by using content to simplify buying. — a user story for everything they create, it’s easy for sales reps to quickly identify what pieces work for who they’re talking to.”.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

APRIL 14, 2019

However, if you say “doing X will allow your workforce to cut 5 steps out of a 10-step process, allowing them cut response time to service tickets in half,” those details will cause your buyer to sit up and ask just how that works (if your buyer is in charge of the help desk, for example). Use Marketing Automation to Increase “Turns”.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

DECEMBER 26, 2016

Clarity is just as important to those interacting externally with your content as for your internal team productivity. If B2B marketers are to deliver on the mission of content marketing, which is to create and nurture relationships that result in profitable interactions, then its use and ability to drive productive engagement are paramount.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JULY 25, 2021

All personalization that works effectively is reliant on context. appeared first on Marketing Interactions. When I searched on “hyper-personalization,” I found a variety of articles that state that what makes personalization hyper is context. So, what, then, is just plain old personalization? The post Why Is B2B Marketing So Hyper?

B2B Marketing 69

B2B Marketing B2B Paid Search Agency Buying Cycle 69

Marketing Interactions

AUGUST 15, 2022

In my work with clients, we’ve found it beneficial to segment by buyer personas and talk to them about the way solving the problem contributes to the company objective. The post Use B2B Buyer Personas to Gain Consensus on Objectives appeared first on Marketing Interactions. But how you get it isn’t as straightforward. No regrets.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

DECEMBER 29, 2016

It boggles the mind that we’d keep doing more of something that we aren’t sure is working. Look at how it could work together as a storyline to motivate engagement and the consideration of whatever change you’re trying to convince buyers to take on. And now their sights are set on scale for B2B content marketing. What comes next?

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

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. We need to become customer-obsessed.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Product needs regional teams to work better together to get products to market faster. The post Inclusive Relevance: Your Content’s Job Description appeared first on Marketing Interactions. Marketing cares about lead generation and brand awareness.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

MAY 23, 2018

This means that all the hard work marketing has done across the organization will be minimized. That brand awareness you worked so hard for will be tarnished as prospects and customers find you less credible. The post A Review of B2B Content Operations Strategy Benchmarks appeared first on Marketing Interactions.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

MAY 23, 2018

When content marketing is run as an ad hoc effort, marketers tend to look at the content they’re working on for the next deadline rather than trying to figure out the big picture for how the content inventory is used strategically across the organization. This is not necessarily your fault. Building a Business Case for B2B Content Operations.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67