Remove work

Marketing Interactions

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

An early-stage lead downloads a paper that expands on the nature of the problem they’re looking to solve but then sales reaches out with a demo or meeting request – that’s the ultimate leap. Once you’ve laid this all out, you’ll quickly see what works together and what doesn’t.

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers.

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The Value of Content Operations for Committed B2B Marketers

Marketing Interactions

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. I’ve worked on projects where the demand gen team didn’t talk to the social team or the corporate communications team or the events team.

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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. Not only will this help with lead reception, but you’ll gain a whole lot of insight about what’s working with your content and digital buying experiences…and what needs improvement.