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7 Truths of Marketing

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In 2014, IBM started to transform our marketing based on analytics. In the process, we learned seven simple, practical, but remarkably effective truths.

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7 Truths of Marketing

  1. 1. TRUTH 1 TRUTH 3 TRUTH 4 TRUTH 5 TRUTH 6 TRUTH 7 TRUTH 2 © IBM Corporation 2016 In 2014, IBM started to transform our marketing based on analytics. In the process, we learned seven simple, practical, but remarkably effective truths. Segmentation & Targeting We sell to people, not accounts. Organize data around individuals, not accounts. Make sure it integrates across all touch points, digital and face-to-face alike. It should be accessible to marketers and sellers digitally and in real time. Discovery When it comes to discovering your content, the customer is in charge. Engage with customers on their terms. This requires shifting focus to be contextual, using language that the customers would understand, language that gets content found by the B2B researcher on any search engine. Offers A winning offer is the right offer at the right moment. Align your content to the buyer’s journey. Prove the right content at every stage of the process, giving direction to help them make an informed decision and guide them towards the next step. The Digital Experience Test and test and test again. Testing provides the analytics to see if the transformation is working. And if it’s not working, it gives the ability to find that out quickly and adapt. Gating Strategy What’s in it for the customer? Develop an effective content gating strategy. Keeping your customers in mind, you need to make sure if you ask for personal information that there is a real exchange of value. Response Scoring Marketers need to measure quality, not just quantity. Without nurture tactics, most leads have little chance of converting. Scoring must keep the customer in mind, not the transaction. Look at response quality, not quantity. Cross-Selling Take the easy money. Marketers need to cross sell. They need to promote product affinities in their marketing campaigns and tap into existing relationships to generate revenue. The 7 Truths of Marketing are helping us transform our entire marketing culture. We hope that you can use them to transform yours. Learn more about IBM’s analytics-driven transformation. Download the full ebook: IBM 7 Truths of Marketing

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