Marketing Interactions

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Edelman/LinkedIn ). Buyer-to-seller engagement hangs at 16% and will drop 2 – 3% further in the next few years (Gartner).

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What Happens When B2B Buyers Start Using ChatGPT?

Marketing Interactions

My friend, Dave Brock , recently penned a post, Buyers Using ChatGPT , where he approached it from a sales perspective and suggests his readers: “Think of the power available to buyers in leveraging these tools to help them think about their buying process.”.

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Use B2B Buyer Persona Types for Ease and Effectiveness

Marketing Interactions

In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process? I say no, it’s not. Effort should be in line with payoff. 3 B2B Buyer Persona Types.

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

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.

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Scheduling interviews (whether internal or external) is the most difficult part of the buyer persona development process. Plus, writing it down solidifies your marketing process.

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

I read an interesting exchange on LinkedIn recently. B2B buyers consume at least 13 content assets during their buying process. If buyer engagement isn’t telling you enough to understand their intent and where they are in the process, perhaps it’s time to re-evaluate how leads becomes a marketing qualified leads.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

Even if we look just at demand generation, marketers say content is much more effective in the early stages than it is at the mid and late stages of the buying process. Yet they’re using it for every phase of the customer lifecycle. No wonder effectiveness is lacking. Something is missing. That something is context.