Marketing Interactions

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The Blandscape of B2B Marketing Content Needs a Bit of Emotion

Marketing Interactions

Even at the most complex in a B2C purchase—think buying a house. This transaction is still less complex than buying a collaboration technology for a company with 1,000 users where you must gain the consensus of 10 colleagues with different priorities whom you don’t know all that well to make the purchase.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Rain Group’s Virtual Selling Skills and Challenges Report finds the top five influences on buyer purchase decisions include: Notice that not one of these is “show me your product features.” 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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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret.

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

When used well, B2B intent data can be a game changer for relevance, which drives engagement and results in momentum toward purchase. And reading too much into intent data without the corresponding data that shows more than interest is just perpetuating your reps’ reaction of shunning your MQLs/MQAs.

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The Inside and Outside of B2B Buyer-Driven Experiences

Marketing Interactions

Recent research from Gartner finds that 56% of organizations said they had a high degree of purchase regret over their largest tech-related purchase in the last two years. If you’ve ever read review sites and noticed when customers say, “I wish I’d known X before making this decision,” that’s what I’m talking about. Read that again.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Here are a few reasons why marketing deserves consideration, supported by research: 47% of CEOs say CMOs most critical role is to grow the business ( Boathouse CMO Insights ).

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Why Buyer-Driven Qualification Beats BANT

Marketing Interactions

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%). Today, change is rampant which makes budgets a moving target. Think about product-led growth (PLG).