Marketing Interactions

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time. There are also the often-discussed changes, including how far along in the process buyers get before involving a vendor. Did you encounter obstacles you weren’t expecting during the buying process?

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Help Your B2B Buyers Do Their Own Discovery

Marketing Interactions

One of the problems marketing and sales have as B2B buyers’ roles shift is that they start too late in the process. 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. In essence, buyers don’t know their own buying process.

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

“Sellers use their sales process to place solutions.”. Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.”. This is because our marketing-to-sales models and processes are not built to help buyers buy. It’s a change management problem for your side of the process.

Buy 62
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Misconceptions About B2B Buyer Personas

Marketing Interactions

Creating content for specific stages of the buying process. It could be—with buyer personas built to uncover true insights about attitudes, perspectives, change management, and thought processes of the people who buy and use your products and solutions. It’s an involved process that begins with talking to people.

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

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. But you need to ask them the right questions to get to the questions they needed to ask to advance at each stage of their buying process. I love questions.

B2B 75
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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

Customer centricity has been translated to mean – let’s understand our customers just enough so we can tell them what to do, push them down a funnel, and sell them our stuff based on our timeline, process, and revenue quotas. For years, we’ve summarized the buying process to include awareness, consideration, purchase.

B2B 69
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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Buyer-to-seller engagement hangs at 16% and will drop 2 – 3% further in the next few years (Gartner). Edelman/LinkedIn ).