The document discusses the evolution of marketing strategies from product-centric approaches to customer-centric methods. It emphasizes the importance of aligning marketing efforts with customer needs, prioritizing personal interactions, and utilizing feedback for better engagement. Key aspects include integrating various touchpoints and measuring long-term customer value and employee satisfaction.

1. Marketing Evolution
where are you?
Product Centric Lead Centric Customer Centric
Traditional
• Make the
website pretty
• Product centric
• Push
advertising
• Cold calling
• Measure views
and visits
• Send out
emails
• One dimension
marketing
Lead Gen
• Deliver leads
to sales
• Little sales
alignment
• Little
automation
Demand
Gen
• Gets leads in you
sales funnel
• Sales Ready Leads
• Lead Scoring
• Alignment to sales
process
• Marketing
Automation
• Measure
conversion to
Revenue
Customer Centric Marketing
• Customer Centric – ideal customer needs at
the center of your business
• Personal interactions take priority
• Listening via social and survey feedback
touch points
• Helpful
• Engagement in customers mediums
• Mapping the customer journey
• Integrating offline and online touch points
• Measure Long term Customer Value
• Benchmark Employee satisfaction
• Inbound personal 1:1 marketing