Marketing Interactions

article thumbnail

The Blandscape of B2B Marketing Content Needs a Bit of Emotion

Marketing Interactions

Even at the most complex in a B2C purchase—think buying a house. This transaction is still less complex than buying a collaboration technology for a company with 1,000 users where you must gain the consensus of 10 colleagues with different priorities whom you don’t know all that well to make the purchase.

article thumbnail

The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

Because buying is a 2 nd job, they also jump in and out of buying activities making it tougher to pin down just where they are in their buying process—or even if they are actively in-market buyers. Buying committees are growing again adding more dynamics and a lack of visibility to where they are in the process. Not so fast.

B2B 75
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

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?

article thumbnail

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 ).

article thumbnail

How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Links to the next part of the story, process, or thinking about how to solve the problem or, in the case of customers, what to do now that they’ve solved the original problem. When evaluating the value of your content, consider whether it includes: Valuable tips, insights, expertise your buyers and customers can use.

article thumbnail

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. Or a combination? How will they know?

article thumbnail

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