Marketing Interactions

NOVEMBER 2, 2021

But, for marketers, questions are one key to B2B buyer enablement. 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. Most marketers still struggle to understand what’s relevant to their buyers and customers.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

NOVEMBER 15, 2021

B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right down to it, intent data is just another great tool in your marketing toolbox. This account is in market! There’s simply no match with the account’s place in the buying process.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

DECEMBER 21, 2021

For some reason, B2B marketing content tends to lean more toward academia than literary license. While I applaud all the folks who insist that B2B is like B2C because we’re marketing to people, it’s a sentiment that’s slightly misplaced. Emotion in B2B marketing content is more subtle. Empathy represents emotion.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. And nearly half of them describe their lead conversion efforts as “sketchy.”. The result is its State of the Conversation Report.

Conversion 82

Conversion B2B Top of Funnel Stats 82

Marketing Interactions

APRIL 18, 2019

Marketers don’t know their buyers’ context. Marketers love to tout the big ROI numbers our customers get. Complex Buying Processes Require Small Shifts. Complex Buying Processes Require Small Shifts. It could be to read your guide on helpdesk process improvement. The Problem is Lack of Buyer Context. We “get” it.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Trying to change it, rather than fix it – make it more “welcome” by modifying the process or the technology, or shifting direction to avoid the problem as it’s perceived to be. What happens when something goes wrong? But that’s not what really defines a problem.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Scoring 88

Marketing Interactions

AUGUST 24, 2021

I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. There’s a lot more to B2B content marketing than thought leadership, industry trends and infotainment. And for buyers who have already done the work they need to do to decide they’re in market.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

FEBRUARY 15, 2019

But how many B2B marketers can say they truly KNOW their customers? 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.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

JUNE 4, 2017

How many marketing meetings have you been in that start with some version of one of the below? We need a campaign for Q2 to generate #X leads/demands for product A. While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

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

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 37% have a documented content marketing strategy. Clarity leads to consistency.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 20, 2018

This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. However, customer acquisition is where most marketing strategies stop. Gaining the outcome promised during the buying process is the minimal viable return your customers will expect and demand.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

MAY 23, 2018

Let’s take the subject of highest priority marketing strategies from the report: As pointed out in the report, “unfortunately, not everything can be a high priority.”. Marketers are making the highest priority goals the ones that require they complete the lower-priority goals first to get there. But it goes beyond that.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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. According to the latest email marketing benchmarks by MailChimp, I’m being generous in the example above. Email metrics are a great example.

Webinar Metrics 74

Webinar Metrics Marketing & Strategy Marketing Strategy Dwell 74

Marketing Interactions

OCTOBER 5, 2022

When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Another report finds improving CX is a top three objective as well as a top 3 challenge for B2B marketers.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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…. 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. appeared first on Marketing Interactions.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JUNE 23, 2017

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. One of the key foundational elements to a content marketing strategy is a buyer persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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 ). 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.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. Why would you ever want to give it to them?

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MARCH 7, 2022

If they chose a competitor, then they’re off the market for at least a year…or three. Thought Leadership Trends and Impacts: This is content that discusses what can happen with the problem left unsolved based on market trends for the buyer’s industry. What to Consider for B2B Nurturing for Lost Opportunities. What do you think?

Ideal Customer Profiles 88

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

Marketing Interactions

JANUARY 3, 2022

Unfortunately, many marketing campaigns provide the same content to both buyers and customers. As the uncertainty of the last two years has pointed marketers to focus more on customer retention and upsell, you may be thinking, yes, but…. B2B marketers have often painted our audiences into a corner. That’s new…. It’s continuous.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 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. When built with both qualitative and quantitative data they can help marketers transform the performance of their content marketing programs. And this one presents a huge opportunity for B2B marketers.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

Ever since, I’ve been thinking about a few more things that B2B marketers need to break. Marketers are all wrapped around the axle on personalization. Break the “If I don’t like it, they won’t like it” Evaluation Process. Marketers need to get out of their heads and into the shoes of their personas.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174