Marketing Interactions
NOVEMBER 2, 2021
The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. But you need to ask them the right questions to get to the questions they needed to ask to advance at each stage of their buying process. I love questions.
Marketing Interactions
APRIL 18, 2019
Instead, if we say something like, “when using our solution, helpdesk teams find they can cut 3 steps out of a 10-step process, reducing ticket resolution time by 3 hours” – now your prospect can visualize what you’re talking about. Complex Buying Processes Require Small Shifts. Asking for big swings doesn’t work. It’s overwhelming.
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Marketing Interactions
MAY 23, 2018
Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. In complex B2B buying scenarios, content is often directed to early and late stages of the buying process with a gap the size of the Grand Canyon.
Marketing Interactions
JANUARY 19, 2020
How long is the sales process from the time you get involved? Or can you only confidently picture you and your team addressing one or two across the entirety of their buying process? When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? Why do the work twice?
Marketing Interactions
MAY 23, 2018
Get Your Priorities in Order. In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. But it goes beyond that.
Marketing Interactions
MAY 21, 2018
Here’s one example of the value of content operations: McKinsey found one global company that created a center of excellence for content operations and so was able to establish transparency, new governance, and improved processes across the organization. Process Challenges. People Challenges. Collaboration.
Marketing Interactions
MARCH 8, 2017
This means consistently, continuously and across the entire buying process and customer lifecycle. Let’s say your sales team says they must engage a CXO in order to close a deal. Will the purchase affect the workflows or processes of other departments when implemented? Yep, I know. But there’s always a caveat.
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