Marketing Interactions

FEBRUARY 7, 2020

The idea that if we cram everything into a 3-week campaign, we can force our prospects into speaking with our sales reps and buying. I’ve been doing a lot of work around Microlearning for a client project. These questions are somewhat based in fear, but more likely based on “the way we’ve always done it.” The campaign mentality.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

SEPTEMBER 9, 2021

ABM is a terrific vehicle for enabling marketers and sellers to work in parallel to help B2B buyers do their own discovery and complete their pre-buying work to enable them to buy what you’re selling. What work do they need to do to get to the true cause of the problem they’ve identified? How will they know?

Ideal Customer Profiles 62

Ideal Customer Profiles Account Based Marketing B2B ABM 62

Marketing Interactions

MAY 23, 2018

When content marketing is run as an ad hoc effort, marketers tend to look at the content they’re working on for the next deadline rather than trying to figure out the big picture for how the content inventory is used strategically across the organization. Experience Gaps Disconnect Prospects and Customers.

Top of Funnel 67

Top of Funnel Paid Search Agency Companies B2B 67

Marketing Interactions

AUGUST 15, 2021

The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. Usually, these are sales driven companies that tolerate marketing as the fluffy cost center but don’t trust them with prospects beyond the form fill.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Marketing Interactions

SEPTEMBER 20, 2018

Marketers who proactively work to engage new customers by helping them facilitate change and see added value will help to increase retention. It’s common that there’s a champion who has worked tirelessly to help their company buy your solution. Your customers won’t continue to pay for shelfware. Expand Customer Relationships.

Marketing Funnels 87

Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Marketing Interactions

AUGUST 1, 2021

But this only works when there aren’t glaring gaps between the two. Almost half of working professionals change jobs at least every 4 years. 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.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

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. Misperceptions they had to work to overcome—for them or for others on the buying committee. I’m really tired of seeing people dismiss B2B buyer personas as worthless.

Buyer Personas 111

Buyer Personas B2B Ideal Customer Profiles Account Based Marketing 111

Marketing Interactions

OCTOBER 5, 2022

Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. Host a lunch and learn and invite execs or the appropriate personas from other departments/divisions with similar objectives to join a peer discussion about what’s working.

Ideal Customer Profiles 62

Ideal Customer Profiles B2B Marketing Enterprise Management Work Management 62

Marketing Interactions

AUGUST 15, 2022

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. I agree with Gartner that you need to get buyers to align around the company objective. That alignment is critical for gaining commitment to change that benefits the company.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Marketing Interactions

APRIL 11, 2019

Five years ago, it wasn’t uncommon for me to work with a marketing team in one department that never spoke to or even knew the marketing teams in other departments: the social media team or the sales team or customer success teams. And, getting other departments involved, how would that work?

Peer-to-peer 53

Peer-to-peer Content Enterprise Management Broadcasting 53

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.” The seller-driven approach isn’t working. He suggests, “Perhaps it is time for the vendor community to take more ownership of change management for your customers.”. I couldn’t agree more.

Work Management 62

Work Management Marketing Management Ideal Customer Profiles Sales Qualified Leads 62

Marketing Interactions

MAY 21, 2018

Certainly, content is the fuel needed to attract, engage, and convert B2B prospects. Unfortunately, many factors hinder team collaboration: marketers are too darn busy; the work culture doesn’t promote collaboration; teams don’t know they should be collaborating in the first place. Content serves as the champion of your company.

Cost 69

Cost Content Marketing Automation Services Work Management 69

Marketing Interactions

JUNE 23, 2017

Improve productivity by creating a flexible work plan that reduces the number of FTEs needed. If a prospect doesn’t fall within your set parameters, you don’t need to spend resources on them. Use your analytics and continuously monitor how well they’re working toward achieving your content marketing strategy goals.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Marketing Interactions

JUNE 23, 2017

Questions to Ask Salespeople: Who do you usually interact with at prospective companies? Even the same title will have vastly different perspectives, roles, and responsibilities if they work at an SMB vs. a large, global-enterprise company. So make it as easy as possible. Who else do you need to get into these conversations?

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MAY 21, 2018

To move beyond the transaction, you must consider what you want your prospects and customers to do. This conversational approach can work effectively whether your business is a restaurant, you sell real estate, you’re a recruiter, or you sell SaaS technology or need to drive enrollment at a university.

SMS 48

SMS Business Class Ad Frequency 48

Marketing Interactions

MAY 23, 2018

I work with a lot of B2B marketing teams that are pressured to do more with less. A C-level conversation about marketing must relate to how the work of marketing helps the company to reach its objectives and revenue goals. But we still have work to do. Target Your Audience. The problem is in how that approach is taken.

Planning 118

Planning Paid Search Agency Content Marketing Marketing & Strategy 118