Marketing Interactions

JANUARY 25, 2022

Buyers expect consistent, helpful interactions that build confidence in your organization—and in themselves in relation to solving the problem. Ask the following questions based on the internal change you’re reacting to: Has something about your persona (buyers, customers) changed? They expect commitment.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

AUGUST 24, 2021

And for buyers who have already done the work they need to do to decide they’re in market. We understand what it does, how it works, why it’s needed, and more. They’ve got work to do. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

Marketing Interactions

JUNE 23, 2017

One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

OCTOBER 8, 2020

The 2020 Benchmarking Sales Readiness and Sales Enablement Report from the Sales Management Association found that while 61% of sales leaders say digital content is important, only 32% consider their organizations effective at using it. There are several reasons for ineffectiveness in using digital content.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

Marketing Interactions

MAY 23, 2018

Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. This means that all the hard work marketing has done across the organization will be minimized. I’m admittedly a data hound. Get Your Priorities in Order.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

JUNE 4, 2017

While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations. This includes personas, messaging, stories, content marketing programs, sales enablement programs, and more. We have to talk to each other to work accounts seamlessly.

Account Based Marketing 64

Account Based Marketing ABM Lead Scoring Lead Ranking 64

Marketing Interactions

JANUARY 30, 2017

It’s also the reason why effectiveness with content marketing is in question for many B2B organizations. We need to do the foundational work that sets up our B2B Marketing Strategies for the successful creation of experiences that meet our buyers’ and customers’ expectations. We need to become customer-obsessed.

B2B Marketing 73

B2B Marketing Marketing Strategy Marketing & Strategy Webinar Metrics 73

Marketing Interactions

APRIL 11, 2019

Five years ago, it wasn’t uncommon for me to work with a marketing team in one department that never spoke to or even knew the marketing teams in other departments: the social media team or the sales team or customer success teams. And, getting other departments involved, how would that work?

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

We can no longer approach content marketing as an ad hoc task and produce the results expected by the organization. Content operations addresses the new frontier that B2B marketers must conquer to improve content marketing effectiveness across the organization. Financial Services companies fared a bit worse at 33.3%

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

AUGUST 15, 2021

The analyst firm had expected that between 60% and 85% of organizations would have this common definition. Consider adjusting your scoring for the following factors: Persona-related content engagement. When Gartner asked recently whether sales and marketing teams had a common lead definition , only 49% said they did.

Marketing Qualified Leads 62

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

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. If you can only apply resources to one persona effectively, then do that, and do it brilliantly. Your buyer personas should be the guiding light, so get them out of the drawer, dust them off, and use them. Target Your Audience. Tell a Story.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118