Marketing Interactions

SEPTEMBER 26, 2022

Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. A Few Reasons an Update to Buyer Personas is Wise.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

MARCH 22, 2022

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. Case in point > BANT. The Case to Banish BANT.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MARCH 7, 2022

I recently wrote about B2B nurturing for net new vs. existing customers. Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Why did you lose that opportunity? Better yet, how might you resurrect buying intent? But what about lost opportunities?

Ideal Customer Profiles 88

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

Marketing Interactions

FEBRUARY 7, 2020

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. What will we write about that will be interesting over 6-month span (or longer)? 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

JANUARY 3, 2022

Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. The curiosity gap – the distance between what your buyers and customers know and want to know – is a moving target. It’s not a static place in time.

B2B 69

B2B Paid Search Agency Lead Ranking Lead Scoring 69

Marketing Interactions

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48