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You are here: Home / Archives for b2b buyer engagement

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Why Buyer-Driven Qualification Beats BANT

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. Case in point > BANT. The only component in the four components of budget, authority, need, and timing that’s buyer-driven is need. And I’d … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, content marketing effectiveness

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B2B Nurturing for Lost Opportunities

Why did you lose that opportunity? Better yet, how might you resurrect buying intent? I recently wrote about B2B nurturing for net new vs. existing customers. But what about lost opportunities? Most companies tend to either write them off or … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Sales Enablement, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, content marketing effectiveness

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Do Your B2B Buyers Understand the Problem?

B2B buyer understanding

What happens when something goes wrong? In B2B marketing and sales, we talk a lot about our buyers’ pain or need. But that’s not what really defines a problem. The dictionary definition of problem is, “a matter or situation regarded as … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment, content marketing effectiveness

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

customer centric

Customer centricity mostly misses the mark in B2B. Strangely, B2B companies use it to foster an inside-out perspective. The concept seems to be more about talking the talk than walking the walk. We can say we’re customer centric all we want, but for … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buyer preferences, b2b buying decisions, buyer alignment

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The Destructive Lack of Commitment in B2B Marketing

The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness

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