Marketing Interactions

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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. But what buyers really care about is problem solving and validating their choice by proving the value they’ll get by choosing your products.

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Never Assume B2B Buyers Know How to Buy

Marketing Interactions

Unsure about the validity of their business case. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. They tend to be unsure about the validity of their business case, revising it at least once during their buying process. Uncertain they’ll get the outcome they want.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

With peers and networks rising in authority and influence during the buying process, this advocacy can become a big contributor via referrals and validation. Validation of expertise is an outcome of thought leadership. You can create content that helps them think through the process. These are not simple questions.

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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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B2B Nurturing for Lost Opportunities

Marketing Interactions

Can’t determine the differences between vendors to validate and justify a choice. If you now have it, this is a great time to tell them and validate what outcomes it will bring for them. 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?

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Is Your B2B Content Too BIG?

Marketing Interactions

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation…. This type of thinking has a few flaws, not the least of which is that marketers aren’t in charge of the buying process—their customers are. We must generate MQLs faster than that!

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Do Your B2B Buyers Understand the Problem?

Marketing Interactions

Trying to change it, rather than fix it – make it more “welcome” by modifying the process or the technology, or shifting direction to avoid the problem as it’s perceived to be. Validate our (our company’s) expertise. Asking someone else to deal with it. Ranking it less important than another priority, delaying direct response.