Marketing Interactions

MAY 23, 2018

In order to achieve that goal, marketers need to create better experiences, produce customer-centric content, improve engagement in channels that can attract leads, and give all of this a boost with better targeting and personalization efforts. All of those things are in their medium-high and medium priorities in the graphic above.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

SEPTEMBER 20, 2018

Similarly, if only one person at the company knows how to use your solution and he or she leaves, you’re left with an orphaned solution destined to become shelfware, which leads to a lost customer. Interactive content and personalization are two tactics that are high on marketers’ goals lists.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

FEBRUARY 7, 2020

What if your small content helps them address concerns and have better conversations that help them resolve the conflicts of the beliefs each person in the buying committee brings to the table? And then there are all the other people involved who must get on board and have lots of reasons not to. The Power of One Applied to B2B Content.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JUNE 20, 2021

Sales thinks marketing messaging is, well, too “marketing like,” so they replace it with the casualness of personalized conversation for face-to-face meetings—including those conducted virtually—which can result in lost context and relevance, depending on the buyer’s experience with the brand, and via which channels, thus far. The result?

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

JUNE 27, 2021

You’d think we’d be making progress. But the above three findings from 2021 reports indicate that’s not true for close to half of the marketers who participated in the research.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

MARCH 25, 2023

Speak to them personally. But when the buyer sees several choices as viable, positivity related to a brand can sway their choice. Relevance: The Gorgeousness of B2B Content Marketing Pick your tribe and put a stake in the ground. Not to what you imagine a generic title may care about.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

AUGUST 15, 2022

Therefore, if we stay at a high level focused on organizational growth, we’re trying to talk to everyone about nothing they care about personally/professionally. For Marketing leaders, it may mean breaking into a new market or geo or attracting a new type of buyer (depending on product or feature releases or market changes).

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

JUNE 23, 2017

It’s written in the first person as if they are talking to you. The first person perspective brings the persona up close, making them more reachable. First person allows you to see Sally’s personality. A Day in the Life. Consider the difference between these two descriptions: Version 1. I’m guessing it’s the second one.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

AUGUST 8, 2021

We’re so quick to jump to the conclusion that the person is a buyer because they’ve looked at our product information that we fail to consider they may be looking to see what it does so they can figure out if they can solve the problem internally. It’s not about volume of content viewed, but which content.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

JANUARY 19, 2020

Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. The better question for discovery is, “Who can the marketing team reach and engage successfully?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

DECEMBER 26, 2016

This person or board sets the mission, strategy, and rules of engagement for content and its creation and use cross-functionally. But, worse, the brand gave the perception that it had a personality disorder. Clarity can be established by designating an owner of content who heads up the content operations function.

Lead Scoring 72

Lead Scoring Lead Ranking B2B Marketing Planning 72

Marketing Interactions

SEPTEMBER 9, 2021

When surprises happen, such as overlooked stakeholders showing up, stalls follow bringing that person up to speed and consensus could falter as stakeholders revisit once completed jobs. It must be reached continuously at each step, or the buying committee cannot move forward. You’re not just engaging and helping one contact advance.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

APRIL 21, 2017

So is talking to customers to hear the reality from them personally. There was no wavering, no doubt on his side that it was a deciding factor. Sure, I’ve heard customers say that case studies and testimonials are important.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

Marketing Interactions

JULY 31, 2022

The number of touchpoints has increased (up to 27 per person, per Gartner) and only 3% want to speak to your sales reps for education. And their preferences are different than those who came before them. But the older buyers are also still in the game, and many are taking cues from their younger counterparts.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

JANUARY 27, 2020

This person is not likely to be in your database or to pursue learning about your company and solutions on their own. Your goal with a mini buyer persona is to get them on board, in consensus with the decision to buy. Tertiary Buyer Persona. A tertiary buyer persona sits at the edges.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JULY 25, 2019

Each person can see how they can get what they want but also be seen as contributors to the company’s overall business objective of growth. To get everyone on the buying committee to rally around “growth” our content must address how delivering on what they want/need will enable the achievement of growth.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

MARCH 8, 2017

This remains true today—whether applied to a personal or professional context. B2B buying – at least in relation to complex purchases – is not decided by one person, but rather negotiated within groups or buying committees. As English poet John Donne penned back in 1624, “No man is an island…”.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

AUGUST 15, 2021

It’s also helpful to know if it’s one person or more than one, indicating account interest. It’s helpful to know if an account is searching for information that relates to the problem you solve, your category, and your competitors.

Marketing Qualified Leads 62

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

Marketing Interactions

MARCH 22, 2022

Just one person from the account, or is a group forming? The ability to catch their attention with outreach is a plus, but if that’s the only time they engage, are they merely interested in the topic rather than intent on solving the problem? And how much of the buying committee is showing interest?

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

FEBRUARY 17, 2020

B2B Marketers say: Our personalization efforts are mostly ineffective. Provide substance over style. I want insights that help me see things relevant to me in new ways. Get rid of the sales pitch and marketing fluff. Our content is not helping us reach our goals consistently.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

NOVEMBER 2, 2021

Ask them to include the role of the person, industry, company, the related problem, and product along with the question. Start a Slack channel for questions that everyone can contribute to – yes, everyone. From marketing to product to sales to customer success to UX designers, and more. Invite all contributions.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

MAY 21, 2018

In other words, no one person or function administers content marketing. Many B2B companies conduct content marketing in silos of departments, and the various teams never speak with each other (see collaboration above).

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 13, 2021

Break the Personalization Assumption. Marketers are all wrapped around the axle on personalization. So perhaps we need to think more about understanding and helping than knowing about more personal stuff. Ever since, I’ve been thinking about a few more things that B2B marketers need to break.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

JUNE 23, 2017

I structure the personas I build around nine components that include: “A Day in the Life” – written in the first person as if the persona is speaking to you (include relationships with others involved in the buying decision). There are many structures you can use for your buyer persona. Objectives – priorities they need to achieve.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. Bridge the Gap , 2018, Ytel]. Widen Connectivity Report , 2018. Only 42% of B2B buyers say it’s easy to find the next piece of relevant content , according to research from LookBookHQ (Now PathFactory).

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MAY 21, 2018

Conversational SMS messaging platforms provide the tools you need to engage with customers in a personalized way that scales easily through automation. Focus on adding value at every step of the conversation. The Bottom Line.

SMS 48

SMS Business Class Ad Frequency 48