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Marketing Interactions

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A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

Marketing Interactions

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. However, he was adamant that the last straw would be if he couldn’t find people talking about the product/solution online. For context, this is a B2B SaaS product.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

And it must provide access whether they’re online or offline. You can add tags for persona, product, buying stage, region, problem solved—cover all the ways your reps will search for it. Your reps need only look for it in one place. Once that problem is solved, think about what they need to know in the context of a buyer to use it.

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

Pretty soon, you notice display ads from a vendor you slightly remember from your search activity—as if they’re stalking you wherever you go online. And, if you happened to visit their website during your information gathering, you’re showing even higher intent. It’s kind of like gum stuck to the bottom of your shoe.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

Yes, there’s a ton of information available online. Building Confidence is Crucial for Consensus. The idea of the self-reliant buyer is more like the overwhelmed, frustrated buyer. Yes, most buyers say it’s high quality. But the kicker is there are now so many different views and takes on solving problems that there’s a dearth of buyer trust.

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

Online reviews also fuel fame…or put it in question. There’s another factor of rising importance that capitalizes on fame. Peer networking. If your buyer asks his or her network for their opinion, what will they say? Have they heard of you? What have they heard? Audiences must be both broad and narrow.

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

They spend the remainder of their time doing research online, meeting with the buying group, and conducting research offline (talking to peers and others). Uncertain they’ll get the outcome they want. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

I’ve seen it and continue to see it morph into ever more confusing loops and detours as new channels come online, uncertainty increases with impending economic challenges, supply chain disruptions—you name it, the challenges continue to shift how buyers approach buying. So, let’s dive in…. The first part of that statement is true.

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