Remove organic

Marketing Interactions

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

B2B organizations don’t want to put a stake in the ground. B2B organizations avoid “wasting” time and resources doing the research required to understand buyers because the clock is ticking, and they need to get the next campaign out the door. These organizations aren’t creating content for “someone” they know.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

Recent research by Gartner found, “For respondents with high regret, 89% of them cited team members have different, often conflicting, objectives for the purchase versus 9% for those with no regret — that means they are almost 10 times more likely to experience this type of conflict.”. I’m in favor of ETAs. That sounds easy, right?

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived “humanness” of the interaction. Because of that perceived investment, people developed more trust in the organization.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

I could state all the stats from buyer research that tells you what they want. Recent research from Gartner finds that 56% of organizations said they had a high degree of purchase regret over their largest tech-related purchase in the last two years. This assertion just tends to aggravate me. But you know this…right?

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

In fact, given the buyer research, it’s often seen more as customer hostility than centricity. We’ve all heard about the symbolic “customer in the room” activities that some organizations undertake to claim customer-centric orientation. But making the transition from “ product delusion ” to buyer-driven is not going well. If they do.

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A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

Marketing Interactions

But what was important to this customer was the holistic sharing of advocacy for a product via online means—whether social platforms, self-motivated testimonials or reviews or some form of organic expression or dialogue about the product and company. Research on buyer content preferences has found the same complaints for years.

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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

The people who become your buyers must do a lot of research and discovery , learn new concepts, understand options, convince others, justify change, and figure out how to limit disruption and mitigate risk. SEO for organic search that’s not available to content behind a gate. So, we gate thought leadership and research reports.

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