Marketing Interactions

NOVEMBER 15, 2021

Even if they’re in your database, intent vendors can’t identify who is searching, just where they are, and their account affiliation based on reverse IP lookup. There’s simply no match with the account’s place in the buying process. You still don’t know who they are. But you’ve no clue to title, division, buying or learning.

Intent Data 124

Intent Data Intent B2B Marketing B2B 124

Marketing Interactions

APRIL 26, 2022

Buyers want to be active participants in their buying process. Or it could be experiencing the emotional pull of being understood and seeing themselves as the hero of the story you’re telling. There’s an art form to the “hands-off” B2B content experiences that buyers are demanding as they self-educate.

Top of Funnel 91

Top of Funnel B2B Content Terms and Conditions 91

Marketing Interactions

FEBRUARY 17, 2020

Even if we look just at demand generation, marketers say content is much more effective in the early stages than it is at the mid and late stages of the buying process. Content that reinforces the purpose story of your company and solution and elevates your brand beyond “vendor” status. No wonder effectiveness is lacking.

Work Management 96

Work Management Marketing Management B2B Thought Leadership B2B 96

Marketing Interactions

APRIL 14, 2019

Buyers say there’s too much content and much of it is too hard for them to understand, delaying their buying process, and often their decisions. Have you ever landed on a vendor website and not known where to look for the information you were after? Dynamic Content Answers the Quest for Instant Gratification.

Conversion 86

Conversion Marketing Automation Services B2B Trigger Marketing 86

Marketing Interactions

JULY 18, 2021

Salesforce’s State of the Connected Customer report finds 66% of business buyers expect vendors to personalize engagements to their needs. In a business setting, responsibilities based on role, problem-to-solution process, industry, and company have more impact than knowing their shoe size or where they graduated from college.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

JANUARY 27, 2020

In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process? I say no, it’s not. Effort should be in line with payoff. 3 B2B Buyer Persona Types.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

JANUARY 19, 2020

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. How long is the sales process from the time you get involved?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Marketing Interactions

JULY 25, 2019

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation. If that doesn’t scare you, it should. 70% of content sits unused (Sirius Decisions).

Relevance 73

Relevance Work Management Marketing Management B2B Sales 73

Marketing Interactions

NOVEMBER 29, 2021

And for all my clients selling complex solutions, that’s a process—and it can be a long one. B2B buyers want to drive their own process. So it goes for selecting vendors and partners. Why not structure options to serve their needs as their context changes across their buying process? Based on context.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Marketing Interactions

MARCH 7, 2022

Can’t determine the differences between vendors to validate and justify a choice. There’s also the potential that the buying process will be much shorter than with prospects that don’t yet know you. Lost budget to another priority initiative. Experienced a re-org that shifted priorities—or delayed them. What do you think? Worth a shot?

Ideal Customer Profiles 88

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

Marketing Interactions

APRIL 21, 2017

It also provides a structure for hierarchy because it defines processes, ownership, and governance of content for the organization. A technology client with a complex buying process that could last three years produced a nurturing program that addressed the tasks of a job to be done in the oil and gas industry.

Content Marketing 60

Content Marketing Planning Marketing Management Paid Search Agency 60

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