Marketing Interactions

SEPTEMBER 26, 2022

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. Supply chain bottlenecks.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

JANUARY 3, 2022

They’re assessing how it will amplify the value they’re already getting from the other modules or solution you’re already providing. What added value will they gain? For a net-new buyer, it’s more about either differentiating the value you provide or showing them the breadth of your solution in solving their problem.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

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. PVEC > Problem, Value, Engagement, Change. Case in point > BANT.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MAY 21, 2018

of companies maintain consistent content scores across the various types of content on their websites. The takeaway: You can either continue to use hope as a strategy, or you can take action to improve the value content marketing delivers as a profit center that benefits the bottom line. consistency with their content. Collaboration.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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. Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. B2B buyers want to drive their own process.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

AUGUST 24, 2021

What about outcomes, strategic value for different stakeholders, and future vision? We therefore focus our marketing on helping everyone else it serves gain its value. With peers and networks rising in authority and influence during the buying process, this advocacy can become a big contributor via referrals and validation.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

OCTOBER 5, 2022

Given the use case, what dimensions of value are important to your customer? What does that value look like now? And are your customers realizing all the types of value your solution provides? Economic, Functional, Experiential, Symbolic) How can you help them gain more value? – Here’s what’s in a winning why stay story….

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 9, 2021

One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. And this isn’t because sales reps don’t have and share information or add value. There’s an entire change management process buyers must navigate before your potential customer is wearing their buyer hat.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. In support of sales conversations valued by buyers. Remember it’s important not to “lead the witness.” I love questions. Questions are how you learn things.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

OCTOBER 8, 2020

Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. More content, more case studies, more information, more sales process…more of everything.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

MARCH 7, 2022

Don’t see the value as high enough to warrant the change effort. What was the time to value first realized? Get to the point, show them value and for heaven’s sake use the insights from the data you’ve collected about them—especially if you decide to take an ABM approach with this program. There are more, but you get the idea.

Ideal Customer Profiles 88

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

Marketing Interactions

SEPTEMBER 20, 2018

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). How can you help them get more value? Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MAY 21, 2018

A content marketing strategy is a documented process for using content to achieve a business goal. Ascending lead scores. If one asset isn’t performing well, it could inhibit the use of other content that it leads to. How much engagement is your content achieving? Unique visits. Return visits/frequency. Switch it out.

Webinar Metrics 74

Webinar Metrics Marketing Strategy Marketing & Strategy Dwell 74

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…. How will we prove value when the end of each month or quarter comes? What will we write about that will be interesting over 6-month span (or longer)? We must generate MQLs faster than that!

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JULY 25, 2019

Let’s back it up with a few more stats: 82% of VPs say not understanding content slows down the buying process ( source ). They didn’t see the value for them or their department. Marketing cares about lead generation and brand awareness. CFO cares about where the budget is coming from and the trade off of value for cost, or ROI.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

FEBRUARY 15, 2019

It’s not unreasonable that business leaders might be involved, so I asked them to explain to me what the value is that will hook the business leaders and get them into a conversation about this product. I also what to hear what the buying process is like for their buyers/customers. Engaging those leads is what’s challenging.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JUNE 23, 2017

Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Contribute to a consensus on what constitutes a qualified lead. Scheduling interviews (whether internal or external) is the most difficult part of the buyer persona development process.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 23, 2018

Take the top priority: Generating New Leads. In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JANUARY 30, 2017

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. It’s along the lines of “they didn’t seem to ‘get’ our culture” or “we couldn’t see the value they kept saying we’d gain.”

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73