Marketing Interactions

JULY 31, 2022

Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. Buying committees are growing again adding more dynamics and a lack of visibility to where they are in the process. Not so fast.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

AUGUST 15, 2022

ETAs are a proprietary model developed by Gartner that assesses the psychographics that drive how and when organizations make technology decisions. I think all organizations need them to target GTM programs more strategically. I’m in favor of ETAs. I think of them as Organizational Personas. Why ETAs Don’t Replace Buyer Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

DECEMBER 26, 2016

Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. The report found that content used for both demand gen and sales enablement is created in different parts of the organization.

Conversion 82

Conversion B2B Top of Funnel Stats 82

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% People Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. A Day in the Life” establishes a shared view of the customer across the organization.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

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. If the answer to any of those is “yes” – now you have some work to do to realign the foundation of your strategy in relation to your buyers. They expect commitment.

B2B Marketing 69

B2B Marketing B2B Budget Programs Marketing & Strategy 69

Marketing Interactions

NOVEMBER 29, 2021

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. And for all my clients selling complex solutions, that’s a process—and it can be a long one. B2B buyers want to drive their own process. Based on context.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

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. But, you’ll also gain an understanding of what’s important at each stage of the buying process, thereby improving your approach to customer experience and journey management.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

OCTOBER 8, 2020

Links to the next part of the story, process, or thinking about how to solve the problem or, in the case of customers, what to do now that they’ve solved the original problem. When evaluating the value of your content, consider whether it includes: Valuable tips, insights, expertise your buyers and customers can use.

Effectiveness 122

Effectiveness Work Management Content Marketing Management 122

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? But you know there’s still more to do.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

DECEMBER 26, 2016

This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 28% of B2B marketers describe their organization’s content marketing maturity as sophisticated/mature. We’ve been doing this for quite some time. Collaboration.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. But this only works when there aren’t glaring gaps between the two. You can apply “brand” thinking and “demand” thinking to the entirety of the process. And repeat…. The need for this hasn’t diminished.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

OCTOBER 5, 2022

Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. For enterprise (ABM) expansion programs – use existing advocates and power users to inform others within their organization of the value they’re reaping from using your products.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

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. ABM makes your company focus on the entirety of the buying or change management process. 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

AUGUST 15, 2021

The analyst firm had expected that between 60% and 85% of organizations would have this common definition. B2B buyers consume at least 13 content assets during their buying process. When Gartner asked recently whether sales and marketing teams had a common lead definition , only 49% said they did. This is 2021, after all.

Marketing Qualified Leads 62

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

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.”. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

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

JUNE 23, 2017

Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Internal interviews are valuable as a baseline for how your organization perceives and understands your buyers and customers. Plus, writing it down solidifies your marketing process.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74