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

APRIL 18, 2019

Instead, if we say something like, “when using our solution, helpdesk teams find they can cut 3 steps out of a 10-step process, reducing ticket resolution time by 3 hours” – now your prospect can visualize what you’re talking about. Complex Buying Processes Require Small Shifts. Asking for big swings doesn’t work. It’s overwhelming.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

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

FEBRUARY 20, 2022

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. Part of the reason lead scoring and using intent data goes wrong is that it’s focused on the number and timing of activity, more than the context of the engagement.

Top of Funnel 88

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

Marketing Interactions

AUGUST 24, 2021

With peers and networks rising in authority and influence during the buying process, this advocacy can become a big contributor via referrals and validation. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you. These are not simple questions.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

NOVEMBER 15, 2021

There’s simply no match with the account’s place in the buying process. For example, when an account hits a certain intent score AND has reached a set account/lead score, fire off content that extends from the topic they just engaged in with you. Mostly because the campaign is trying to place product before the buyer is ready to buy.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

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

FEBRUARY 15, 2019

I also what to hear what the buying process is like for their buyers/customers. This said, do we understand why they’re searching for those things or at what point in their buying process they use those words and phrases for search? B2B marketers have also said that lead gen is not the problem. Go Talk to Your Customers.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

DECEMBER 21, 2021

Marketing fluff and jargony words inspire indifference, leading to disgust when really amplified. Think about how you feel when you come across words like robust, leverage, or leading-edge. Attracting, engaging, and converting buyers into customers is a multi-step process. Word choices evoke emotional responses.

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

JUNE 4, 2017

We need a campaign for Q2 to generate #X leads/demands for product A. ABM makes your company focus on the entirety of the buying or change management process. As we erect the operational framework and processes to support ABM, several interesting things start to happen: Increased Relevance. Marketing and Sales Alignment.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

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. We must generate MQLs faster than that!

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

DECEMBER 26, 2016

This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. Clarity leads to consistency. Consistency produces the guard rails you need to stay on track which leads to control. We’ve been doing this for quite some time. Consistency.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

MAY 21, 2018

Here’s one example of the value of content operations: McKinsey found one global company that created a center of excellence for content operations and so was able to establish transparency, new governance, and improved processes across the organization. Process Challenges. People Challenges. Collaboration.

Cost 69

Cost Content Marketing Automation Services Work Management 69

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

SEPTEMBER 20, 2018

Gaining the outcome promised during the buying process is the minimal viable return your customers will expect and demand. This leads to expansion opportunities via cross- and up-sell potential. And, once that’s achieved, show them how they can gain even more value.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

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

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

OCTOBER 5, 2022

This doesn’t mean your customer has to expose their internal processes as all companies are different. B2B marketers who take the lead to drive customer retention initiatives as part of your organization’s GTM strategy will become hugely valuable as contributors to sustainable revenue growth.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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 ). Marketing cares about lead generation and brand awareness. Fully 62% of buyers believe they can learn all they need to know to create a short list of vendors to consider without ever speaking to any of them.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 30, 2017

” Compassion, therefore, needs to be extended to all the stakeholders involved in the buying or renewal process. Telling a continuous story over a longer-term buying process can feel repetitive. Or some version of “they couldn’t sell the vision internally.”

B2B Marketing 73

B2B Marketing Marketing & Strategy Marketing Strategy Webinar Metrics 73

Marketing Interactions

MARCH 7, 2022

There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you. What do you think? Worth a shot? The post B2B Nurturing for Lost Opportunities appeared first on Marketing Interactions.

Ideal Customer Profiles 88

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

Marketing Interactions

JANUARY 3, 2022

Nurturing is the story that supports the journey of buying across the entirety of the change process. It’s continuous. It’s not just a quarterly program based on a theme that changes next quarter. At the beginning of this article, I talked about the need to embrace the dynamism of the customer journey.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

MARCH 8, 2017

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.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

JUNE 13, 2021

Break the “If I don’t like it, they won’t like it” Evaluation Process. I think we do this because we get bored, we’re under a mandate to create #X “leads” in a short timeframe (month or quarter), the company launches a new product, and for other handy excuses. They want to know what people like them are thinking, seeing, doing.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174