Marketing Interactions
APRIL 26, 2022
If people felt like if it was human—either with really good AI or with a real person—then they felt like the organization was investing in the relationship.” It’s also the reason that 63% of the participants in the study were able to discern whether they were having an exchange with a person or a machine, while 37% could not.
Marketing Interactions
AUGUST 15, 2022
With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. 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.
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Marketing Interactions
SEPTEMBER 26, 2022
The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. The number of interactions during a purchase is now up to 27—including sales interactions. Dark social is limiting your visibility and insights that used to flow from trackable data.
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. Recent research from Gartner finds that 56% of organizations said they had a high degree of purchase regret over their largest tech-related purchase in the last two years. Read that again.
Marketing Interactions
MARCH 22, 2022
Recent research found that buyers are having increasing difficulty making purchasing decisions because budgets get put on hold (46%), reprioritization happens (43%), budgets get cut (36%), and decision criteria change (36%). Just one person from the account, or is a group forming? Think about product-led growth (PLG).
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. And the purchase is pretty hefty so the CFO will need to approve a budget reallocation to pay for it.
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.
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