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). Lack of Agreement.

Marketing Qualified Leads 62

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

Marketing Interactions

SEPTEMBER 20, 2018

This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. However, customer acquisition is where most marketing strategies stop. This is your opportunity to ensure that you’ve developed customer experiences that result in happy and productive customers.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

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

Marketing Interactions

JUNE 4, 2017

Pushing product: it’s what B2B companies have been doing for years. How many marketing meetings have you been in that start with some version of one of the below? We need a campaign for Q2 to generate #X leads/demands for product A. Marketing and Sales Alignment. It will all be useful and used.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

SEPTEMBER 30, 2018

As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. 93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. Bridge the Gap , 2018, Ytel].

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

DECEMBER 29, 2016

Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next year. And now their sights are set on scale for B2B content marketing.

B2B Marketing 81

B2B Marketing Content Marketing B2B Content 81

Marketing Interactions

DECEMBER 26, 2016

Nearly all B2B companies are using content marketing to attract and engage buyers. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 37% have a documented content marketing strategy. We’ve been doing this for quite some time.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

JANUARY 30, 2017

This happens because B2B marketing is often based on a set of one-off, one-way interactions defined by what we believe the audience should do, whether it’s fill out our form, register for our webinar, share our blog post, follow us on social media, and more actions focused on us. Continuity solves this problem.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

JANUARY 15, 2023

The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant content without the need to develop the skills to write their way out. But enough has been said about the revelations this nascent form of AI will bring to marketers looking for shortcuts. Buyers Are Already Using ChatGPT.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

Marketing Interactions

JUNE 27, 2021

Year after year I read research where marketers report their biggest challenges include: Knowing who to target and how to engage buyers. Proving the ROI from content marketing. But the above three findings from 2021 reports indicate that’s not true for close to half of the marketers who participated in the research.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

APRIL 21, 2017

One of the biggest values that come with content marketing operations maturity is the ability to say “no” to ad hoc content demands. As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. But publishing content is not content marketing.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

Marketing Interactions

JUNE 23, 2017

In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. Examples: Automate processes to speed time to market by removing inefficient workflows. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. 9 Components of a B2B Buyer Persona.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

AUGUST 15, 2022

One of the first things marketers and sellers must understand to connect with and influence buyers is the objective. For Product leaders it may mean speeding up release cycles to get new features/versions in market faster. For IT leaders, it may mean better integration that promotes employee efficiency and productivity.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

SEPTEMBER 14, 2021

Unfortunately, this is a challenge that marketers continue to struggle with. And that’s not surprising given the rate things change in today’s market landscape. Leaps of faith can happen in all kinds of places in our marketing. Sales says one thing, marketing messaging says another, and product marketing says something else.

B2B 149

B2B Marketing Qualified Leads Lead Ranking Content 149

Marketing Interactions

NOVEMBER 2, 2021

But, for marketers, questions are one key to B2B buyer enablement. But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. Most marketers still struggle to understand what’s relevant to their buyers and customers.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

MARCH 7, 2022

They have a recognized problem to solve that matches the solution your products or services provide. If they chose a competitor, then they’re off the market for at least a year…or three. Product Roadmap Updates: In some cases, you may have lost a deal because you didn’t have a specific capability your buyer wanted. Worth a shot?

Ideal Customer Profiles 88

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

Marketing Interactions

APRIL 18, 2019

Marketers don’t know their buyers’ context. We focus on how we think our products align to what our buyers need. We focus on how we think our products align to what our buyers need. Buyers don’t care about your products. Marketers love to tout the big ROI numbers our customers get. We “get” it. Small steps.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

FEBRUARY 8, 2022

Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. But making the transition from “ product delusion ” to buyer-driven is not going well. Unite Around Buyers, Not Products. At least not in a recognizable way that enables buyers. If they do.

B2B 69

B2B Peer-to-peer Gartner Top of Funnel 69

Marketing Interactions

JUNE 20, 2021

All go-to-market and customer programs run on messaging. Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. Marketing redesigns the website in preparation for a big, new product update.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

MARCH 22, 2022

Given that 94% of B2B Buyers say they are very well informed or somewhat informed before they talk to a sales rep, there’s a lot of opportunity for marketers to help buyers self-qualify as ¾ of them push off engaging with sales until the end of their change process. 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

AUGUST 8, 2021

This is because our marketing-to-sales models and processes are not built to help buyers buy. Sounds dismal for marketers and sellers, doesn’t it? Marketers have a tremendous opportunity to help people become buyers. The other is a change management initiative with individualized criteria sales reps lack insight to.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

MAY 23, 2018

If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to your customers. Imagine if that was true for one of your products. You’re creating content—lots of it.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

APRIL 21, 2017

What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable choice. For context, this is a B2B SaaS product. However, he was adamant that the last straw would be if he couldn’t find people talking about the product/solution online. For three years in a row.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. 80% of buyers say the customer experience is as important as the product ( source ).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

JANUARY 3, 2022

Unfortunately, many marketing campaigns provide the same content to both buyers and customers. As the uncertainty of the last two years has pointed marketers to focus more on customer retention and upsell, you may be thinking, yes, but…. Don’t forget that customers adopt the “lingo” that goes with your products. That’s new….

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

FEBRUARY 20, 2022

In B2B marketing and sales, we talk a lot about our buyers’ pain or need. Meanwhile, vendors who sell a product that could answer the challenge your problem presents have spotted you on their intent data radar. In the middle of fast-moving change, marketers (and sellers) need to be the voice of reason and meaning.

Top of Funnel 88

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

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. Get Your Priorities in Order.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

APRIL 14, 2019

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. 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.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

APRIL 11, 2019

I’ve been actively involved in content marketing for 20 years. There’s something new to learn every day and content marketing feels like it’s taken over marketing. I remember back when just putting up a blog post once or twice per week was a novel approach to content marketing. Seems like I just started. But we have to.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

OCTOBER 8, 2020

One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. The Opportunity for Marketers and Sales Teams. Samantha Stone , Founder, Marketing Advisory Network adds: “Never think of content as a way to generate a lead.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

FEBRUARY 17, 2020

Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. Get rid of the sales pitch and marketing fluff. B2B Marketers say: Our personalization efforts are mostly ineffective.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

JANUARY 19, 2020

Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? The better question for discovery is, “Who can the marketing team reach and engage successfully? Note that this could be the reason marketers think they need a CXO persona. Let’s take on both of those questions. Why do the work twice?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

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

JUNE 13, 2021

Ever since, I’ve been thinking about a few more things that B2B marketers need to break. Marketers are all wrapped around the axle on personalization. Marketers need to get out of their heads and into the shoes of their personas. Campaigns are a marketing construct that’s no longer relevant. Marketers need to experiment.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

SEPTEMBER 9, 2021

One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. It’s the type and focus of the information that’s the issue–usually all about your product and functionality. Marketers (and sellers) must realize that consensus isn’t a one-time thing. They need help.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

NOVEMBER 29, 2021

This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. Forrester finds that buyer interactions have increased to 27 (across both marketing and sales) from 17 only two years ago. The post Quit Poking the Bear with Gated B2B Content appeared first on Marketing Interactions.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62