Remove prospect work

Marketing Interactions

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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

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. Your prospects and customers won’t think, “Oh, that was Joe in Department X. This means that all the hard work marketing has done across the organization will be minimized.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

They are convinced that the higher they can get in the organization, the more sales they will be able to influence. After all, the reason to develop personas in the first place is to build an engaged audience of potential prospects who can and are likely to become customers. Does work need to be done there first?

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

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.

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Selling Your Company on B2B Content Operations

Marketing Interactions

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. Content, on the other hand, usually does not have that same level of attention from across the organization.

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

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. Almost half of working professionals change jobs at least every 4 years. And repeat…. The Argument to Connect Brand and Demand.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

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.

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. Usually, these are sales driven companies that tolerate marketing as the fluffy cost center but don’t trust them with prospects beyond the form fill. This is 2021, after all.