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Why Enterprise Companies Need a New Marketing Playbook
 

Why Enterprise Companies Need a New Marketing Playbook

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Chief marketers are more accountable for revenue generation than ever before. Increasing sales-ready leads and ROI - all while aligning sales and marketing functions - is crucial for today's ...

Chief marketers are more accountable for revenue generation than ever before. Increasing sales-ready leads and ROI - all while aligning sales and marketing functions - is crucial for today's enterprise CMO. One of the most promising new approaches is Enterprise Inbound Marketing – digital marketing techniques and strategies to attract more qualified prospects and convert them into sales-ready opportunities.

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    Why Enterprise Companies Need a New Marketing Playbook Why Enterprise Companies Need a New Marketing Playbook Presentation Transcript

    • Why Enterprise Companies Need A New Marketing Playbook.
    • Think about it: The way your buyers buy today is fundamentally different than 10 years ago.
    • Then ask yourself: Is your marketing playbook fundamentally different than 10 years ago?
    • Let me explain…
    • Pre-internet B2B buyer: Relatively uninformed.
    • Pre-internet B2B buying process: Linear.
    • Pre-internet marketing playbook: Interrupt.
    • Pre-internet sales team: In control of process.
    • Post-internet B2B buyer: Well-informed.
    • Post-internet B2B buyer journey: Start screen = Google.
    • Post-internet B2B buyer journey: Buyers get educated on their own through blogs and social media.
    • Which means a fluid & random buyer journey.
    • A marketer’s control of the buying process is over…
    • A marketer’s control of the buying process is over… … yet the enterprise marketers haven’t adapted.
    • A new enterprise marketing playbook is needed.
    • One that emphasizes sharing ideas.
    • … and establishing thought leadership.
    • … to initiate a dialog with buyers.
    • … to initiate a dialog with buyers. (so you can get to know them and give them information they want at a time and place of their choice)
    • Which reflects how customers buy today.
    • Why so difficult for enterprise marketers?
    • Resource investment.
    • Marketer role redefinition.
    • Lack of organizational alignment.
    • Challenging system limitations.
    • However, marketing roles can be redefined…
    • Resource investments can be made.
    • Organizations can get aligned.
    • Systems can be implemented.
    • Accelerate content creation.
    • Accelerate content creation. Get personal.
    • Accelerate content creation. Get personal. Generate demand.
    • Be a hero!
    • Learn more: The Executive Guide to Enterprise Inbound Marketing Download
    • Thanks.