Marketing Interactions

article thumbnail

How Many B2B Buyer Personas Do You Need?

Marketing Interactions

How long is the sales process from the time you get involved? Can you segment your database according to the personas you’ve identified? Segmenting a database by personas is sometimes not as simple as filtering by title. Who else to they need to involve in making the decision? What questions do they ask you?

article thumbnail

Why Marketers Must Have Customer Conversations

Marketing Interactions

I also what to hear what the buying process is like for their buyers/customers. They are involved in 1:1 conversations where they can shift on the fly based on what a buyer says, while marketers are usually addressing larger segments at once. This said, knowing what they viewed and engaged with doesn’t tell you why they did so.

Insiders

Sign Up for our Newsletter

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

article thumbnail

Marketers Need a Mindset Reset for B2B Personalization

Marketing Interactions

Personalization in B2B is a combination of personas involved, market segment, stage in the problem-to-solution journey, and knowledge requirements based on desired outcomes. It isn’t a requirement for personalization in B2B marketing to include individual demographic references. Marketers say personalization and experience are top priorities.

article thumbnail

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 it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments.

B2B 75
article thumbnail

Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

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. For years I’ve been talking about the role of vendors in buying as mentors—guides to help buyers navigate the process. But how you get it isn’t as straightforward.

article thumbnail

Achieving Maturity with Content Operations

Marketing Interactions

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.

article thumbnail

A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

If you start with personalization, building in-depth personas that inform what specific target audiences find most relevant in relation to the problem you solve, then you’ll improve your targeting and segmentation.