Marketing Interactions

FEBRUARY 15, 2019

I also what to hear what the buying process is like for their buyers/customers. Website Analytics: Knowing which content on your website is visited by your prospects, buyers and customers is always useful for culling topics and trends and educational needs for buying. Keyword Research: This is one likely all of us have done.

Conversion 93

Conversion Planning Buyer Personas Dwell 93

Marketing Interactions

AUGUST 15, 2021

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. Usually, these are sales driven companies that tolerate marketing as the fluffy cost center but don’t trust them with prospects beyond the form fill.

Marketing Qualified Leads 62

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

Marketing Interactions

MAY 23, 2018

Products have road maps, development processes, releases, and a lot of other organization and structure around how they’re brought to market, as well as the management of each product’s lifecycle. Experience Gaps Disconnect Prospects and Customers.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

MAY 23, 2018

But, you’ll also gain an understanding of what’s important at each stage of the buying process, thereby improving your approach to customer experience and journey management. Your prospects and customers won’t think, “Oh, that was Joe in Department X. He and Sally in Department Y don’t talk much.”. This can be fixed with technology.

Advertising Benchmark 83

Advertising Benchmark Marketing & Strategy B2B Content 83

Marketing Interactions

SEPTEMBER 30, 2018

As I stated in my book, Digital Relevance, “…a process for continuous improvement will enable your marketing team to tweak and refine strategy progressively to keep your brand relevant in the face of change.”. Achieving relevance takes work, commitment and elbow grease and works best when approached as an iterative process.

Relevance 58

Relevance B2B Marketing B2B Broadcasting 58

Marketing Interactions

DECEMBER 21, 2021

The prospect of career advancement by transforming a part of your company is, yes, emotional. Attracting, engaging, and converting buyers into customers is a multi-step process. FOMO – fear of missing out, used by B2B firms for decades, is emotional. Investing in the idea of change is emotional – Will it work? What if it fails?

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

AUGUST 15, 2022

For years I’ve been talking about the role of vendors in buying as mentors—guides to help buyers navigate the process. But many don’t want that responsibility and they often don’t know what they don’t know but should know. This role is now more important than ever.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

MARCH 22, 2022

Given that 94% of B2B Buyers say they are very well informed or somewhat informed before they talk to a sales rep, there’s a lot of opportunity for marketers to help buyers self-qualify as ¾ of them push off engaging with sales until the end of their change process. There’s only one of four components that marketers can weigh in on.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. Here’s one example of the value of content operations: McKinsey found one global company that created a center of excellence for content operations and so was able to establish transparency, new governance, and improved processes across the organization.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

AUGUST 1, 2021

You can apply “brand” thinking and “demand” thinking to the entirety of the process. Swirl brand and demand together for a more compelling, consistent, and relevant story that covers the bases—at whatever stage buyers, prospective buyers, and customers find themselves. Marketing is present throughout the entirety. You need both.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

MARCH 7, 2022

There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you. What do you think? Worth a shot? The post B2B Nurturing for Lost Opportunities appeared first on Marketing Interactions.

Ideal Customer Profiles 88

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

Marketing Interactions

OCTOBER 5, 2022

This doesn’t mean your customer has to expose their internal processes as all companies are different. There must be an even bigger reward for customer engagement than prospect engagement. Show them it’s possible and why it matters, and then show them how to get those results themselves. After all, there’s more to lose….

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

JUNE 23, 2017

Identify obstacles impeding progress at each stage of the buying process. Reveal information needed throughout the buying process. Scheduling interviews (whether internal or external) is the most difficult part of the buyer persona development process. Plus, writing it down solidifies your marketing process.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

SEPTEMBER 20, 2018

Gaining the outcome promised during the buying process is the minimal viable return your customers will expect and demand. One of the biggest challenges marketers face is understanding their prospects and buyers and breaking through the noise to engage them.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

APRIL 11, 2019

Needless to say, there was no coordination across the enterprise, so it was common for a prospect to get barraged by unrelated, often irrelevant communications because segmentation was lacking, personas were a novelty, and a cohesive strategy was considered one-off projects every quarter. Content has become foundational for experiences.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. Examples: Automate processes to speed time to market by removing inefficient workflows.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. Use the “And Then” process to construct your conversation: The best way to create a conversational narrative is to decide what you want to share and then keep asking what’s next based on what you want them to do.

SMS 48

SMS Business Class Ad Frequency 48