Marketing Interactions

JUNE 27, 2021

Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. I’m really tired of seeing people dismiss B2B buyer personas as worthless. And shame on those who are building and promoting what I’ll just call fake personas.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

APRIL 18, 2019

Instead, if we say something like, “when using our solution, helpdesk teams find they can cut 3 steps out of a 10-step process, reducing ticket resolution time by 3 hours” – now your prospect can visualize what you’re talking about.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Marketing Interactions

DECEMBER 21, 2021

The prospect of career advancement by transforming a part of your company is, yes, emotional. FOMO – fear of missing out, used by B2B firms for decades, is emotional. Due to the high investment for many B2B purchases (in time, money, and resources), risk is also an emotion, albeit one we want to minimize for our buyers. What if it fails?

B2B Marketing 80

B2B Marketing B2B Content Paid Search Agency 80

Marketing Interactions

AUGUST 15, 2022

A question asked by Robert Rose when discussing recent CMI research Challenging the Myth of the Empowered Buyer is, “Instead of coming up with more sophisticated arguments to convince prospects to change, what if we created easier and more valuable methods of actually helping them understand how to change?”.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

JULY 18, 2021

This means identifying where prospects are in their journey to solving a problem and guiding them to advance toward the solution. If your content is written well, based on the takeaway it provided, what comes next? Marketers need to structure their content strategy on progression. Connection.

B2B Marketing 75

B2B Marketing Personalization B2B Planning 75

Marketing Interactions

AUGUST 1, 2021

Swirl brand and demand together for a more compelling, consistent, and relevant story that covers the bases—at whatever stage buyers, prospective buyers, and customers find themselves. Don’t split your budget and create silos. After all – there’s no way to ensure that those out-of-market only see brand marketing.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

Marketing Interactions

MARCH 7, 2022

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? Worth a shot? The post B2B Nurturing for Lost Opportunities appeared first on Marketing Interactions.

Ideal Customer Profiles 88

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

Marketing Interactions

SEPTEMBER 9, 2021

As Hank Barnes asked at the end of this post , “Can we afford not to educate and guide our prospects on how to buy effectively?”. And that transition will be seamless, as the next step in a well-orchestrated buying process that they are able to justify making.

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

OCTOBER 5, 2022

There must be an even bigger reward for customer engagement than prospect engagement. This can’t mean you can treat them as an afterthought. The customer retention programs you design deserve great and relevant storytelling. After all, there’s more to lose…. And finally, you may be thinking this is the job of customer success.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

SEPTEMBER 20, 2018

One of the biggest challenges marketers face is understanding their prospects and buyers and breaking through the noise to engage them. Think about how customer retention programs that employ those tactics can also inform your customer acquisition strategies.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

JANUARY 27, 2020

Both primary and mini buyer personas must have customer and/or prospect interviews to learn insights verbatim. The tertiary persona is the only persona that I think can be based on straight research and input from your sales team who have interacted with them. Focus Helps You Gain Efficiency and Effectiveness for Buyer Personas.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Marketing Interactions

MARCH 22, 2022

Hank Barnes said it recently, “The one thing you want to know about your prospects is the organizational attitude toward change.” This includes exposing obstacles they may have to overcome, helping them prepare for what could go wrong to avoid it, providing assurance of support and shared goals, and more. I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

JUNE 20, 2021

Marketing creates messaging to position the company in market, draw attention to the brand and create awareness and advancement for prospective buyers and across the customer continuum. Jekyll and Mr. Hyde experience of the story.

B2B 62

B2B Marketing Management Customer Satisfaction B2B Sales 62

Marketing Interactions

APRIL 11, 2019

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.

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

Marketing Interactions

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. Heck, even though the majority (63%) of marketers are committed to content marketing, 59% don’t know what a successful content marketing program is. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

Questions to Ask Salespeople: Who do you usually interact with at prospective companies? So make it as easy as possible. And, most importantly, structure the interviews as conversations, not inquisitions. Who else do you need to get into these conversations? Who typically makes the final decision to buy?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

JUNE 23, 2017

If a prospect doesn’t fall within your set parameters, you don’t need to spend resources on them. This information can be found in two ways—by listening and observing people who are representative of your buyer personas “in the wild” or by asking them during interviews. Hopefully, you’ll do both.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. They tend to be static, which can result in increasing the gap between your business and your customers. Conversational SMS messaging invites response and engagement.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

I’ve often found marketing teams that are really an order desk for the content that sales teams request—often on a whim or for what a sales rep thinks will sway a specific prospect. There are many opportunities, and our prospects and customers are counting on us to continue to keep pace. Key Takeaways. But we still have work to do.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118