• Like

Why Enterprise Companies Need a New Marketing Playbook

  • 12,815 views
Uploaded on

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.

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Young Entrepreneurs & Young Professionals | Under30CEO.
    Google Play Link : https://play.google.com/store/apps/details?id=aits.finland.under30ceo&hl=en
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
12,815
On Slideshare
0
From Embeds
0
Number of Embeds
17

Actions

Shares
Downloads
80
Comments
1
Likes
62

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Why Enterprise Companies Need A New Marketing Playbook.
  • 2. Think about it: The way your buyers buy today is fundamentally different than 10 years ago.
  • 3. Then ask yourself: Is your marketing playbook fundamentally different than 10 years ago?
  • 4. Let me explain…
  • 5. Pre-internet B2B buyer: Relatively uninformed.
  • 6. Pre-internet B2B buying process: Linear.
  • 7. Pre-internet marketing playbook: Interrupt.
  • 8. Pre-internet sales team: In control of process.
  • 9. Post-internet B2B buyer: Well-informed.
  • 10. Post-internet B2B buyer journey: Start screen = Google.
  • 11. Post-internet B2B buyer journey: Buyers get educated on their own through blogs and social media.
  • 12. Which means a fluid & random buyer journey.
  • 13. A marketer’s control of the buying process is over…
  • 14. A marketer’s control of the buying process is over… … yet the enterprise marketers haven’t adapted.
  • 15. A new enterprise marketing playbook is needed.
  • 16. One that emphasizes sharing ideas.
  • 17. … and establishing thought leadership.
  • 18. … to initiate a dialog with buyers.
  • 19. … 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)
  • 20. Which reflects how customers buy today.
  • 21. Why so difficult for enterprise marketers?
  • 22. Resource investment.
  • 23. Marketer role redefinition.
  • 24. Lack of organizational alignment.
  • 25. Challenging system limitations.
  • 26. However, marketing roles can be redefined…
  • 27. Resource investments can be made.
  • 28. Organizations can get aligned.
  • 29. Systems can be implemented.
  • 30. Accelerate content creation.
  • 31. Accelerate content creation. Get personal.
  • 32. Accelerate content creation. Get personal. Generate demand.
  • 33. Be a hero!
  • 34. Learn more: The Executive Guide to Enterprise Inbound Marketing Download
  • 35. Thanks.