Marketing Interactions

NOVEMBER 2, 2021

But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. In the customer interviews you conduct to build personas. Remember it’s important not to “lead the witness.” Or these questions are in the framework for another persona.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

OCTOBER 15, 2021

Given the above, combined with intent data, analytics, lead/account scoring and feedback loops from sales and customer success, they’re best suited to make strategic adjustments to messaging and content to engage customers and in-market and potential in-market buyers with a continuous storyline. The value they recognize and receive.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

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. This is what well-built personas bring to the table. Case in point > BANT.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

APRIL 21, 2017

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. When I think back to what I hear a lot from customers during persona project interviews, there are a lot of cultural references. Make content easier to access (shorter lead gen forms).

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

OCTOBER 5, 2022

If not, have you built those personas? Host a lunch and learn and invite execs or the appropriate personas from other departments/divisions with similar objectives to join a peer discussion about what’s working. (Economic, Functional, Experiential, Symbolic) How can you help them gain more value? Who you’re talking to may be different.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

AUGUST 24, 2021

For a level set, let’s use the definition of thought leadership as content with innovative ideas full of insight and information that can lead people in surprising and unexpected directions. If you’ve developed effective buyer personas , you will have this insight. Go back and review your buyer personas and buying journeys.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

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. Word choices evoke emotional responses. For that matter, so do false or bravado claims that make eyes roll. Your content experiences need both.

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. This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more. Marketing no longer needs to toss leads over the wall to an uninterested sales team. Marketing is no longer about lead volume.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Marketing cares about lead generation and brand awareness. Way too much time and effort is spent on content to have it sit languishing on a server or fail to do its job. At last count by CEB (Gartner), there are nearly 7 people involved in a B2B buying decision.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

AUGUST 8, 2021

It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. When I help clients build buyer personas, I start with status quo. A case also exists for how we develop our lead scoring schemas. But that’s assumptive, and often off the mark.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

OCTOBER 8, 2020

Samantha Stone , Founder, Marketing Advisory Network adds: “Never think of content as a way to generate a lead. A centralized library of content tagged by persona, product, buying stage, problem solved, and more, makes it easy for your sales reps to find the content needed for specific conversations based on buyer context.

Buy 77

Buy B2B Peer-to-peer Work Management 77

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

There are a number of strategic tools that come to mind to achieve this outcome, such as personas and customer journey mapping and storytelling but to create and use them effectively; you need to embrace three fundamental pivots: Continuity: From Campaign to Continuum. We need to become customer-obsessed.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

MARCH 7, 2022

In the hundreds of persona interviews I’ve conducted over the years; price is very seldom the reason for a lost deal. For a high majority of your lost deals, I’m going to wager that it’s not price. It’s unlikely the buyer would have become an opportunity if they weren’t in the ballpark on price. Culture mismatch is more likely.

Ideal Customer Profiles 88

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

Marketing Interactions

JANUARY 3, 2022

I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. Unfortunately, many marketing campaigns provide the same content to both buyers and customers.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

MAY 21, 2018

Plan content initiatives based on content marketing strategy informed by buyer personas, behavioral analysis, and engagement data, and map these initiatives against organizational goals. Research from a few years ago found that companies wasted $0.25 of every dollar spent on content. Such planning and mapping can mitigate the risks.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 13, 2021

Unless you ARE the persona you’re selling to, what you think doesn’t matter. Whoever “they” are, it’s unlikely that they’re your persona, either. Marketers need to get out of their heads and into the shoes of their personas. They want to know what people like them are thinking, seeing, doing. The content isn’t for you.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 23, 2018

If you can only apply resources to one persona effectively, then do that, and do it brilliantly. Your buyer personas should be the guiding light, so get them out of the drawer, dust them off, and use them. It takes more than a form completion to generate a lead. At least not in the same way or from the same angle. Tell a Story.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118