Remove work

Marketing Interactions

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The Gap Between Interest and B2B Intent Data in Marketing

Marketing Interactions

One of the things that confused me when I first started working with intent data is how the platform algorithm calculated the intent score. You can see in what city a user is located, but with remote working and companies that have staff across regions, that’s not helpful. Trying to force the issue won’t work.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. You may also find that they haven’t done the work internally they need to complete before they can actively commit to buying something. It’s great if these are customers, but it also works if they’re your buyers’ peers.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

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. Which competitors do you see show up the most when you’re working deals?

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

What worked yesterday may not work today. Some examples of questions to ask customers who’ve come on board in the last year include: Situational – what environmental/work conditions caused a shift in approach? The increasing speed with which this happens should put us all on notice. Your buyers and customers are not.

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Closing the Gap Between B2B Buying and Selling

Marketing Interactions

She’s been working to expose and close the gaps between buying and selling for years—and to share a process for helping people through their uncertainties so they can become buyers. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers.

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

Given the context of the entire conversation, this could result in the question they asked being about efficiency or about whether the process could still work as promised with automation, for example. Here’s how it works. Will it work for our products? Create a Contextual Messaging Framework for Buyer Questions. Yep, it’s true.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

And for buyers who have already done the work they need to do to decide they’re in market. We understand what it does, how it works, why it’s needed, and more. They’ve got work to do. These types of questions are what your potential customers are working through in that majority of their buying process that doesn’t involve you.