Marketing Interactions

MARCH 22, 2022

Or are they still at surface level which could indicate only a surface-level interest more suited to a workaround than a solution? It’s also interesting to note if their focus is solely on product information vs. information about outcomes. And how much of the buying committee is showing interest? They can differ…substantially.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

SEPTEMBER 26, 2022

What worked yesterday may not work today. Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively. These events in your target markets can quickly make your messaging irrelevant, rendering your marketing programs and sales plays ineffective.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

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

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

NOVEMBER 29, 2021

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. And search is one of the primary tactics’ buyers use to find content they’re interested in consuming, hence, your company. Benefits of Ungated Content. No dead ends.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

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

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

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. To do so requires you do the work to learn and understand your buyers. In fact, given the buyer research, it’s often seen more as customer hostility than centricity.

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. 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.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

FEBRUARY 7, 2020

What will we write about that will be interesting over 6-month span (or longer)? I’ve been doing a lot of work around Microlearning for a client project. When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. We must generate MQLs faster than that!

B2B 114

B2B Content B2B Marketing Trust Marketing 114

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. Given that’s the takeaway we wanted to produce from that content, the next question the buyer likely has is, “Okay, so how does doing X work?”. 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

JANUARY 3, 2022

I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. Your content will need to connect those dots for the new division, not present off-the-shelf rationale that may not match up with the experiences or use cases of the company they work for.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

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. 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. It’s not easy.

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. And stay with you because it wouldn’t be in their best interests to switch. Something is missing. That something is context.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JUNE 4, 2017

As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. Because both sides are focused on the same goals, working together becomes a natural extension of ABM program strategy and execution. We have to talk to each other to work accounts seamlessly.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

SEPTEMBER 30, 2018

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. 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

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. 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. Email metrics are a great example.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

Marketing Interactions

JUNE 13, 2021

Try this instead: “In our work with [title], we’re hearing that X…” This is much more effective because it triggers the voyeuristic and curiosity tendencies that motivate people to engage. Turns out, they weren’t the least bit interested. It’s annoying. They want to know what people like them are thinking, seeing, doing.

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? This conversational approach can work effectively whether your business is a restaurant, you sell real estate, you’re a recruiter, or you sell SaaS technology or need to drive enrollment at a university. After each step you start with “and then” and keep going.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

JULY 5, 2021

Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives the most ROI in buyer engagement. What you do is go search for a topic you’re interested in. So, you think, wow, that really worked. I’m guessing never. I need more of those!

Relevance 140

Relevance Top of Funnel B2B Content 140

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. What your buyer wants likely has nothing to do with what you think is interesting. A C-level conversation about marketing must relate to how the work of marketing helps the company to reach its objectives and revenue goals. Target Your Audience.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118