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. Which competitors do you see show up the most when you’re working deals? Does work need to be done there first?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

SEPTEMBER 20, 2018

Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention. It’s common that there’s a champion who has worked tirelessly to help their company buy your solution. Your customers won’t continue to pay for shelfware. Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

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. This means that all the hard work marketing has done across the organization will be minimized.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

AUGUST 8, 2021

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. 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.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62

Marketing Interactions

SEPTEMBER 9, 2021

ABM is a terrific vehicle for enabling marketers and sellers to work in parallel to help B2B buyers do their own discovery and complete their pre-buying work to enable them to buy what you’re selling. What work do they need to do to get to the true cause of the problem they’ve identified? How will they know?

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

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. Given the context of the entire conversation, this could result in the question they asked being about efficiency or about whether the process could still work as promised with automation, for example.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

Marketing Interactions

FEBRUARY 7, 2020

I’ve been doing a lot of work around Microlearning for a client project. 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? It’s an accrual over time. The Power of One Applied to B2B Content.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

MARCH 25, 2023

As someone who reads a ton of B2B marketing content and works to help companies create meaningful, provocative, and forward-looking content, I agree it is hard to come by. Speak to them personally. Buyers want that – darn near all of them. 74% want connection on a meaningful emotional level as well as a rational level.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

JUNE 27, 2021

Misperceptions they had to work to overcome—for them or for others on the buying committee. 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. Questions they needed to answer along the way.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles ABM 111

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. 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.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

JULY 25, 2019

In my work building personas, I find that often to be a low-ball count. Product needs regional teams to work better together to get products to market faster. 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.

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

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. Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. A Day in the Life.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Marketing Interactions

FEBRUARY 17, 2020

B2B Marketers say: Our personalization efforts are mostly ineffective. Of course, it’s truly difficult to nail context if you haven’t done the work to understand your buyers and customers at different points in the life cycle. Assumptions are clearly not working. Provide substance over style. Something is missing.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

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. These include the ability to identify the context of the audience as related to the content they choose to view, what they do next, and content that’s not working as it should so that it can be fixed.

Lead Ranking 72

Lead Ranking Lead Scoring B2B Marketing Planning 72

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 would simplify our lives if it could, but it doesn’t work that way. And their preferences are different than those who came before them. There’s no way one content asset can meet everyone’s needs.

B2B 75

B2B Buyer's Journey Gartner B2B Sales 75

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. Get to know the dynamics of the buying committees and find ways to help them work together more productively.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Marketing Interactions

SEPTEMBER 30, 2018

93% of marketers think personalization at scale is attainable but 58% aren’t sure how to do so. It’s beyond time for B2B marketers to buckle down and do the work needed to become and stay relevant with their prospects and customers. Bridge the Gap , 2018, Ytel]. Widen Connectivity Report , 2018. Context: The Cornerstone of Relevance.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

MARCH 22, 2022

Just one person from the account, or is a group forming? The seller-driven approach isn’t working. 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? I couldn’t agree more. Change is hard.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

AUGUST 15, 2021

It’s also helpful to know if it’s one person or more than one, indicating account interest. Not only will this help with lead reception, but you’ll gain a whole lot of insight about what’s working with your content and digital buying experiences…and what needs improvement.

Marketing Qualified Leads 62

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

Marketing Interactions

MAY 21, 2018

Unfortunately, many factors hinder team collaboration: marketers are too darn busy; the work culture doesn’t promote collaboration; teams don’t know they should be collaborating in the first place. In other words, no one person or function administers content marketing. Technology Challenges.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

Even the same title will have vastly different perspectives, roles, and responsibilities if they work at an SMB vs. a large, global-enterprise company. But each of these people essentially had the same role within their company—as well as within the buying process. Keep the size of the customer company in mind.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

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. It’s annoying.

B2B Marketing 174

B2B Marketing B2B Gartner Purchase Intent 174

Marketing Interactions

MAY 21, 2018

This conversational approach can work effectively whether your business is a restaurant, you sell real estate, you’re a recruiter, or you sell SaaS technology or need to drive enrollment at a university. The difference between a transactional message and a conversational one is that you’re inviting response and participation. The Bottom Line.

SMS 48

SMS Business Class Ad Frequency 48