Marketing Interactions

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

“Sellers use their sales process to place solutions.”. Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.”. This is because our marketing-to-sales models and processes are not built to help buyers buy. It’s a change management problem for your side of the process.

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The Value of Content Operations for Committed B2B Marketers

Marketing Interactions

This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. Where the demand generation team may need a white paper to generate leads, the sales team may need parts of it to support crucial conversations at specific stages in the buying process.

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

Heck, if I view five web pages in 3 days and download a paper, I’d be an MQL at a lot of websites and routed to sales. B2B buyers consume at least 13 content assets during their buying process. I know this from experience—it happens often—given the amount of research I do. I’ve seen it as high as 17.