Marketing Interactions

NOVEMBER 29, 2021

And search is one of the primary tactics’ buyers use to find content they’re interested in consuming, hence, your company. Don’t make them search for it, show it to them and prompt them to continue advancing in interest so you can get them to intent. Benefits of Ungated Content. Shareability and the data that goes with it.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

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 interested in your solution as an option to solve the problem. At a minimum, a B2B buyer is thought to: Understand the problem they’re trying to solve.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

OCTOBER 15, 2021

Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is something I’m thinking a lot about given the shift to self-reliance.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

NOVEMBER 2, 2021

You gained information related to an open inquiry you had so it means more than just random information you think is interesting. Stay neutral, but interested and curious. Another upside to questions is that you remember information better because you participated in getting it. Remember it’s important not to “lead the witness.”

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 7, 2020

What will we write about that will be interesting over 6-month span (or longer)? When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. How will we prove value when the end of each month or quarter comes? We must generate MQLs faster than that!

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

FEBRUARY 15, 2019

Being me, the first thing I wanted to do was go talk to business leaders and find out if this would be a conversation that would interest them. I find them all interesting (I’m a research geek) but I take them all with a grain of salt. Stuff like this is what we need to really start thinking about.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

FEBRUARY 8, 2022

This is true if you’re only interested in learning about your customers so that you can extract more revenue from them, instead of focusing on serving and helping them. We can say we’re customer centric all we want, but for buyers and customers looking in that’s often not representative of their experience with your brand.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

APRIL 18, 2019

The idea is that if you understand their context in viewing the problem they’re trying to solve; you can build off that interest in helping them get what they want – in this case a more efficient helpdesk. Whatever it is, it should play to what they see today and start to help them shift their thinking.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

SEPTEMBER 26, 2022

Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. Declining response rates figure in at 33%.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

AUGUST 8, 2021

It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. Just because someone searches on a term related to what we do or sell, this does not mean they are a buyer. When I help clients build buyer personas, I start with status quo. But that’s assumptive, and often off the mark.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JANUARY 19, 2020

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. After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers.

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

DECEMBER 26, 2016

What I find interesting about this report—and many other B2B research efforts—is that B2B marketing and sales leaders know what’s going on, yet fail to adapt. Only 24% say they’ve shifted the way they’re driving conversations in their demand generation and sales enablement content strategies in response.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

JANUARY 3, 2022

Forrester’s recent Content Experience Report found that only 14% of respondents ranked giving buyers the ability to choose content based on interest or need as a top priority. Doing this well means you’re also subtly guiding them to figure out what they need to so they can move forward.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

APRIL 14, 2019

It’s no longer enough to share an idea that piques interest but is so high-level that there’s nothing to do with it. To level the playing field, marketers must focus on personalized and connected messaging—and they must do so competently, consistently, and at scale. Rather, we must tune in to the nuance that allows content to resonate.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

FEBRUARY 17, 2020

And stay with you because it wouldn’t be in their best interests to switch. As your B2B content helps them live the story of solving their problem, shifting context in line with what they learn will help you help them to buy from you to solve their problem. Isn’t that the point?

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

MAY 21, 2018

If you sent to a list of 1000, this means 400 people opened it, but only 20 people were interested or curious enough to follow your CTA. If your open rate is 40%, but your click-through rate is 5%, how successful is your email now? According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 4, 2017

As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. 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.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

SEPTEMBER 30, 2018

Wouldn’t it be wonderful if marketers could flip a switch and have their communications become so relevant that, when they talked, they commanded the interest that a new product launch at Apple attracts?

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

JUNE 13, 2021

Turns out, they weren’t the least bit interested. No interested buyer ever said, “Please give me enough information to engage me and then leave me hanging.”. He related an experience from early in his career where he created a story about his company’s product as “true SaaS” and competitors as “fake SaaS.”

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 21, 2018

Step 2: And then: What if they express interest and click? Take the opportunity to learn more about your customers and segment them according to interests. After each step you start with “and then” and keep going. Step 1: What do you want to share? Announce a new dish). Send message to book a reservation).

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

JULY 5, 2021

What you do is go search for a topic you’re interested in. Let me ask you this > When is the last time you went online and said, “today, I want to view an infographic?” I’m guessing never. Or you’re scrolling through your LinkedIn feed, and something catches your attention. More likely because of the topic than the format.

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

What your buyer wants likely has nothing to do with what you think is interesting. The payoff will be much higher than if you try to engage everyone and end up engaging no one. It’s Not All about You. I’ve heard—and continue to hear—sentiments like these from marketers.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118