Marketing Interactions

SEPTEMBER 26, 2022

These events in your target markets can quickly make your messaging irrelevant, rendering your marketing programs and sales plays ineffective. Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. How to Refresh Your Buyer Personas.

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. 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

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

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. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. The Opportunity for Marketers and Sales Teams.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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. That’s an increase of 47%.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 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

MARCH 7, 2022

Don’t see the value as high enough to warrant the change effort. What was the time to value first realized? In fact, a mix makes your podcast more impactful and less of a blatant sales effort. But I’d argue that you still need to focus on value first, feature second.). Lost budget to another priority initiative.

Ideal Customer Profiles 88

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

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. Think about what your buyers have already gone through before they engage with your sales reps. We need to. They’ve got work to do. Jobs to complete.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JULY 25, 2019

They didn’t see the value for them or their department. But you also must convince HR, Product, Sales, Marketing, Service and the CFO that this is the solution they each need to ensure their departments are contributing to company growth objectives. Marketing cares about lead generation and brand awareness.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

SEPTEMBER 9, 2021

Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. Back to ABM…and Seamless Transitions.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

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

NOVEMBER 2, 2021

In support of sales conversations valued by buyers. In the recorded sales calls you listen to. From the feedback you get from your sales team – and the content requests (if you dig). From marketing to product to sales to customer success to UX designers, and more. Remember it’s important not to “lead the witness.”

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 15, 2019

For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. These are based on the perspective and interpretation of the sales rep you’re speaking with.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

FEBRUARY 7, 2020

How will we prove value when the end of each month or quarter comes? The idea that if we cram everything into a 3-week campaign, we can force our prospects into speaking with our sales reps and buying. We must generate MQLs faster than that! The campaign mentality.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JUNE 23, 2017

Enable collaboration among marketing, product, sales, and customer service for a consistent experience. Contribute to a consensus on what constitutes a qualified lead. Select members related to the focus of the project from sales, product marketing, and line of business management. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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.” When things go south, it’s not usually about price.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MAY 23, 2018

Here are a few to consider: Velocity – move leads faster through your pipeline to shorten time to purchase. Leads – acquire new leads and develop them into sales-ready buyers. Sales – create urgency for buyers to take action to acquire your products. Creating experiences that customers’ value is a top expectation.

SMS 58

SMS Campaigns Marketing Automation Services Urgency Marketing 58

Marketing Interactions

MAY 23, 2018

The arc is what allows content to shift along with the perspective of your buyers as they learn more, choose to buy, become customers, and find even more value using your product effectively. Shortening the sales cycle brings faster turn over for revenue, so put that narrative to work to pull buyers forward. Real Qualification.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118