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 o...
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.
Upcoming SlideShare
Loading in...5
×

Why Enterprise Companies Need a New Marketing Playbook

15,334

Published 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 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.

Published in: Marketing
1 Comment
61 Likes
Statistics
Notes
  • Young Entrepreneurs & Young Professionals | Under30CEO.
    Google Play Link : https://play.google.com/store/apps/details?id=aits.finland.under30ceo&hl=en
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
15,334
On Slideshare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
85
Comments
1
Likes
61
Embeds 0
No embeds

No notes for slide

Why Enterprise Companies Need a New Marketing Playbook

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

    Clipping is a handy way to collect important slides you want to go back to later.

×