Marketing Interactions
OCTOBER 8, 2020
Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Just as your products continue to be viable year after year, so should your content that relates to them.
Marketing Interactions
AUGUST 15, 2022
With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. For Product leaders it may mean speeding up release cycles to get new features/versions in market faster. For IT leaders, it may mean better integration that promotes employee efficiency and productivity.
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Marketing Interactions
FEBRUARY 8, 2022
Customer centricity has become another tool companies use to try to place products, with their goals taking priority over their buyers.’. But making the transition from “ product delusion ” to buyer-driven is not going well. For years, we’ve summarized the buying process to include awareness, consideration, purchase. If they do.
Marketing Interactions
NOVEMBER 15, 2021
Mostly because the campaign is trying to place product before the buyer is ready to buy. When used well, B2B intent data can be a game changer for relevance, which drives engagement and results in momentum toward purchase. But just because they’ve shown interest, doesn’t mean they’re intent on buying.
Marketing Interactions
MARCH 22, 2022
Recent research found that buyers are having increasing difficulty making purchasing decisions because budgets get put on hold (46%), reprioritization happens (43%), budgets get cut (36%), and decision criteria change (36%). Think about product-led growth (PLG). Today, change is rampant which makes budgets a moving target.
Marketing Interactions
OCTOBER 5, 2022
Let’s assume your customers have successfully onboarded and are using your product – now what? By renewal time your customer should have solved the problem they had before purchase. The guiding premise for retention programs is to help your customers gain more value and success by using your products and services.
Marketing Interactions
JUNE 20, 2021
Product managers focus on tactical product features and “cool” things they want everyone to know about—sometimes to the exclusion of the value of the outcomes from the features—which is what buyers and customers care about. Marketing redesigns the website in preparation for a big, new product update. That’s no longer true.
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