Marketing Interactions

OCTOBER 24, 2021

If you take the time to do this research (memorialize it in buyer personas) and gain thorough understanding, you’ll find that several other challenges on this list will go away, including: Creating valuable content , instead of sales-oriented content (36%). Difficulty in reaching target audiences (35%).

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

JANUARY 19, 2020

The answers to these questions will help you form an initial list of buyer personas for consideration. As you have this conversation, also identify companies and contacts each salesperson thinks would be a good interview, so you can start building your list for interview requests moving forward. Can you readily reach these roles?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

APRIL 14, 2019

Given that Forrester finds that 62% of buyers say they can develop selection criteria or finalize a vendor list based solely on digital content, marketers must use technology to effectively grow engagement with buyers. You click “back” and then move to the next result on the list hoping to get what you want.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JUNE 4, 2017

It takes campaigns out of the equation and focuses marketing, sales, and service attention on helping our target list of accounts get the job done—from start to finish. Will the content you’re developing serve your target list of accounts? ABM makes your company focus on the entirety of the buying or change management process.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

OCTOBER 8, 2020

Look back at that list above. And it must provide access whether they’re online or offline. Once that problem is solved, think about what they need to know in the context of a buyer to use it. If the content helps with those influences on the buyer’s decision, tell them how. Provide a cheat sheet or a short video that cuts to the bottom line.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

JUNE 23, 2017

Because they also meet with customers, ask business managers a few of the questions from the salesperson list. Based on the outcome of Step 1, define a list of contacts at customer companies that will represent the persona(s) you’re building. Remember to review industry portals, related thought leader blogs, and job listings.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

SEPTEMBER 26, 2022

Once you have a new list of roles to target, go interview them to build fresh personas. For lost deals, find out not just why the deal wasn’t won, but who may have been missing from the conversation. Then, ask your customers the situational questions above and try to validate what you’ve heard.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80