Marketing Interactions

FEBRUARY 7, 2020

The thought alone is overwhelming in its lack of appeal and relevance. Quite possibly it’s too much of the wrong thing, since many buyers say that even though content appears to be high quality, it’s just not relevant to them. Who has time for that? Our attention is limited, given everything on our plates. Buying is a secondary job.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

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. It’s the equivalent of tossing relevance into the wind to see if we get lucky. From a buyer’s perspective, relevance is about matching their context in relation to solving the problem.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

Marketing Interactions

MARCH 25, 2023

Relevance: The Gorgeousness of B2B Content Marketing Pick your tribe and put a stake in the ground. Speak to them personally. You can’t create relevant B2B content using a foundation of opinion and bias. But when the buyer sees several choices as viable, positivity related to a brand can sway their choice.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

MARCH 7, 2022

They don’t need basic education, they need an advanced, more personalized program. Email Copy: Short, concise, and personalized. Others come from interviews I’ve held with buyers for my clients. Recycling these buyers into your existing nurture programs takes them backwards, not forward.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

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.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

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. If you’re not sure you’re targeting the right buyer personas, start by asking your sales reps to identify everyone involved in won deals – even if they didn’t interact personally with them.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

Marketing Interactions

FEBRUARY 17, 2020

I want insights that help me see things relevant to me in new ways. B2B Marketers say: Our personalization efforts are mostly ineffective. B2B Salespeople say: It’s like an archeological dig to find content that’s relevant to buyer situations – if that even exists. B2B Buyers say: Give me messaging I can understand.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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

OCTOBER 24, 2021

But, interpreting this another way, it may mean that B2B content marketers are not able to create content that’s relevant for each of the different roles – rather than one asset to address all at once. Either it will be too high level to be helpful, or it will be irrelevant in the parts that speak to people other than that reader.

B2B Marketing 100

B2B Marketing Content Marketing Planning B2B 100

Marketing Interactions

SEPTEMBER 9, 2021

So, they’re not considered relevant while B2B buyers are dealing with early discovery about the change process they must complete before they can buy anything. And the consistency of relevant and timely engagement will be surprising and welcome enough to get your relationship off on the right foot.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

MARCH 22, 2022

Here’s why BANT is no longer relevant for today’s buyers: Budget: Years ago, budgets were pre-planned and pretty much held firm. At the pace of change today, is qualifying based on budget relevant? Just one person from the account, or is a group forming? Today, change is rampant which makes budgets a moving target.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

NOVEMBER 2, 2021

The process of Q&A drives momentum based on addressing how context shifts with each new intake of relevant information that helps your buyers advance their thinking. Most marketers still struggle to understand what’s relevant to their buyers and customers. Questions create curiosity. So, where do you find buyer questions?

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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

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. This reality just screams for simplicity, context, and relevance from vendors—both marketers and sellers. More importantly, you must understand why “growth” is the objective.

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. Age and salary are also not relevant given the rise in startups, where a senior executive can be fresh out of college.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

AUGUST 8, 2021

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. The other is a change management initiative with individualized criteria sales reps lack insight to. This is because our marketing-to-sales models and processes are not built to help buyers buy.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

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. The only thing that matters is what’s relevant to them. Campaigns are a marketing construct that’s no longer relevant.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

JUNE 23, 2017

You’ll also want to search for analyst and industry reports that are relevant to the project. 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).

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

Make sure that what you’re asking your customers to do is as relevant to them as it can be. Conversational SMS messaging platforms provide the tools you need to engage with customers in a personalized way that scales easily through automation. Every message in a conversation should invite action and response. The Bottom Line.

SMS 48

SMS Business Class Ad Frequency 48