Marketing Interactions

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. When in the process it was viewed.

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Is Your B2B Content Too BIG?

Marketing Interactions

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. This type of thinking has a few flaws, not the least of which is that marketers aren’t in charge of the buying process—their customers are. We must generate MQLs faster than that!

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Why Buyer-Driven Qualification Beats BANT

Marketing Interactions

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. There’s only one of four components that marketers can weigh in on.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Whether you choose an ABM approach or a more standard B2B nurturing approach, the key is to use the data insights you have to offer them a value-driven personalized experience that has them reconsider your company as a partner that brings valued expertise and capabilities they don’t have on their own. What do you think? Worth a shot?

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

Nurturing is the story that supports the journey of buying across the entirety of the change process. And for existing customers, nurturing supports the ongoing adoption, usage, and repeatable and expanding value realization expected from promises made. It’s continuous.

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A B2B Buyer Persona is Not an Island

Marketing Interactions

This means consistently, continuously and across the entire buying process and customer lifecycle. Will the purchase affect the workflows or processes of other departments when implemented? It’s also important to remember that conflicts can arise at each and every stage of the buying process. Yep, I know.