Marketing Interactions

AUGUST 15, 2021

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)? Lack of Agreement. Here’s why.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

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. He and Sally in Department Y don’t talk much.”.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

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. Case in point > BANT. The Case to Banish BANT. I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

DECEMBER 21, 2021

The prospect of career advancement by transforming a part of your company is, yes, emotional. 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. What if it fails?

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

FEBRUARY 15, 2019

Website Analytics: Knowing which content on your website is visited by your prospects, buyers and customers is always useful for culling topics and trends and educational needs for buying. It’s great to understand the words and phrases that our prospects use to search for solutions to problems they need to solve that we can help them with.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

SEPTEMBER 9, 2021

The premise of ABM is to focus on accounts, rather than leads. This leads to a lack of confidence in where to begin or even where to start to solve the problem. As Hank Barnes asked at the end of this post , “Can we afford not to educate and guide our prospects on how to buy effectively?”.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 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. Asking for big swings doesn’t work. It’s overwhelming. That’s the key to compelling the decision to buy.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119