Marketing Interactions

OCTOBER 24, 2021

I’d wager a guess that it’s because you haven’t created personas or done the audience/customer research to really understand their roles and perspectives in relation to the problem your solution solves. From email to reports to memos and team presentations, and more. This is usually the case I find in the work I do with my clients.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

NOVEMBER 2, 2021

But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. In the customer interviews you conduct to build personas. At the end of every webinar you present. Or these questions are in the framework for another persona.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

JULY 18, 2021

Personalization in B2B is a combination of personas involved, market segment, stage in the problem-to-solution journey, and knowledge requirements based on desired outcomes. They’re presented with options and choose one they think promises an answer. I build this type of Q&A into the personas I create for my clients.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

OCTOBER 15, 2021

The core of the story and the brand must always be present, or you risk experiences becoming fragmented and disengaging because we’re asking for too many leaps of faith that confuse all involved. Why B2B Marketers are Well Placed to Play a Pivotal Role. There needs to be one orchestrator of brand narrative: messaging, content, and story.

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Marketing Interactions

JANUARY 9, 2022

When done well, your intended audience will recognize your brand based on the ideas—even if your logo isn’t present. This is one approach where having well-done personas is a criterion for success. Differentiate & Strengthen Your Brand. Creating a sum of knowledge means taking a stand.

B2B Thought Leadership 62

B2B Thought Leadership B2B Thought Leadership Content 62

Marketing Interactions

AUGUST 1, 2021

Marketing is present throughout the entirety. They may not fit your persona today, but it’s likely they may in four years when the next cycle comes around. I’ll make a plea that you start with personas and then tie what they want back into what your brand stands for. The need for this hasn’t diminished. You need both.

Demand 69

Demand B2B Marketing Branding Brand Identity 69

Marketing Interactions

OCTOBER 5, 2022

If not, have you built those personas? Host a lunch and learn and invite execs or the appropriate personas from other departments/divisions with similar objectives to join a peer discussion about what’s working. Did you present a realistic story? Who you’re talking to may be different. Or did you gloss over the tough spots?

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

OCTOBER 8, 2020

Given the amount of information that presents differing ideas and perspectives, they have trouble reconciling it to understand how to make the best choice. This said, Gartner finds that buyers struggle with a lack of confidence in making buying decisions. The most basic form of sales enablement is sales content management.

Buy 77

Buy B2B Peer-to-peer Work Management 77

Marketing Interactions

JANUARY 3, 2022

I’ve worked on several projects lately where clients provided me with buyer personas to create customer retention programs. Your content will need to connect those dots for the new division, not present off-the-shelf rationale that may not match up with the experiences or use cases of the company they work for.

B2B 69

B2B Paid Search Agency Lead Scoring Lead Ranking 69

Marketing Interactions

JUNE 20, 2021

The answers to those questions create the framework for your messaging that presents a compelling story. The first three questions can be answered from high-level down to a specific persona and use case. What obstacles do they face along the way?

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62