Marketing Interactions

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

Edelman/LinkedIn ). The core of the story and the brand must always be present, or you risk experiences becoming fragmented and disengaging because we’re asking for too many leaps of faith that confuse all involved. Buyer-to-seller engagement hangs at 16% and will drop 2 – 3% further in the next few years (Gartner).

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Given the amount of information that presents differing ideas and perspectives, they have trouble reconciling it to understand how to make the best choice. He posted about his view on LinkedIn and stirred up quite a conversation.). This said, Gartner finds that buyers struggle with a lack of confidence in making buying decisions.

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Use B2B Buyer Persona Types for Ease and Effectiveness

Marketing Interactions

The last thing you need is for them to be unfamiliar when your primary persona presents the business case and have to back pedal to build enough confidence to mitigate any risk perceptions that stall the deal. How Do Persona Types Differ? I’ve laid out what should be included in a primary buyer persona here , so let’s focus on the other two.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

Gaining consensus – often this is content for those stakeholders that you won’t have direct access to, or who only show up for the demo or vendor presentation. Case studies, use cases, implementation stories, references, reviews all contribute to mitigating risk and help your sales reps have those difficult conversations.

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Do a search on LinkedIn for profiles that match your B2B buyer persona’s definition. The level of activity on LinkedIn – shares, posts written, things they’ve liked, etc. You may find a gap that presents an opportunity to capitalize on an overlooked channel. Changed jobs a lot vs. climbed the ladder at the same company.

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How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

Marketing Interactions

If you look at what people say about them in LinkedIn recommendations, are they often referred to as mentors? If you read their LinkedIn profile, how do they see themselves? Obstacles present in a variety of ways. As detail oriented? Or, as efficient and focused? As a proactive leader?