Marketing Interactions

AUGUST 15, 2021

Which, as a marketer, I found disappointing—and yes, a bit maddening—until I stopped to think about 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)? And arguably for a marketing qualified account (MQA).

Marketing Qualified Leads 62

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

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. There’s only one of four components that marketers can weigh in on.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Trying to change it, rather than fix it – make it more “welcome” by modifying the process or the technology, or shifting direction to avoid the problem as it’s perceived to be. What happens when something goes wrong? But that’s not what really defines a problem.

Top of Funnel 88

Top of Funnel B2B Peer-to-peer Lead Ranking 88

Marketing Interactions

AUGUST 24, 2021

I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. There’s a lot more to B2B content marketing than thought leadership, industry trends and infotainment. And for buyers who have already done the work they need to do to decide they’re in market.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

MAY 23, 2018

Let’s take the subject of highest priority marketing strategies from the report: As pointed out in the report, “unfortunately, not everything can be a high priority.”. Marketers are making the highest priority goals the ones that require they complete the lower-priority goals first to get there. But it goes beyond that.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JUNE 23, 2017

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. One of the key foundational elements to a content marketing strategy is a buyer persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74