Marketing Interactions

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Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Personalization in B2B marketing has been on an upward intention trend for a while now. Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business challenge. According to the B2B Buying Disconnect Report from Trust Radius , B2B tech buyers hate non-personalized communications.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

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. Can you segment your database according to the personas you’ve identified? 3 Steps to Identify Worthy Buyer Personas.

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

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. In my work with clients, we’ve found it beneficial to segment by buyer personas and talk to them about the way solving the problem contributes to the company objective.

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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

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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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. Ask them to include the role of the person, industry, company, the related problem, and product along with the question. I admit this seems basic. Really elementary.

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SMS Messaging Moves Businesses Beyond Transactions

Marketing Interactions

Take the opportunity to learn more about your customers and segment them according to interests. Conversational SMS messaging platforms provide the tools you need to engage with customers in a personalized way that scales easily through automation. Conversational messaging is about give and take. The Bottom Line.

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