INTERVIEW WITH
Carmen Goldstein
Director of Global Strategy & Campaigns, Growth Marketing
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
Companies should consider presenting the value proposition as early as possible when marketing to younger generations to have a higher chance of engaging them throughout the buyer’s journey.
How can businesses market better to younger decision makers?
Younger generations, such as millennials and Gen Z, have already started moving into decision-making positions. Because their priorities are different to that of their predecessors, changes need to be made in marketing strategies. First and foremost, younger decision makers need to understand the value proposition of a product or service early in their buying journey. It is so easy to find information online now that if a product or service does not clearly help solve a problem or deliver tangible benefits, then it will be quickly discounted.
Companies should consider presenting the value proposition as early as possible when marketing to younger generations to have a higher chance of engaging them throughout the buyer’s journey. Real customer case studies and demos are great examples of this. They show exactly what your offering is, what problems it helps to solve AND show actual results enjoyed by a customer. If businesses can also prove ROI towards the beginning of a prospect’s buying journey, then they stand a better chance of converting that prospect into a customer.
The most valuable way for marketing teams to support their sales colleagues is through sales enablement.
What can marketing do to better support sales?
The most valuable way for marketing teams to support their sales colleagues is through sales enablement. Pitch decks and one-pagers that highlight the value proposition, recent customer testimonials as well as short case studies produced by marketing teams are essential tools for sales representatives. These types of content show that the solution is a proven product or service that will positively impact the prospect’s business.
Alongside this, marketing teams can also support sales reps by partnering with sales enablement and providing training, whether for a new product launch or a refresher for current products. Marketing teams should know the product they are marketing, inside and out, and be able to explain each feature clearly and concisely. By sharing product knowledge with sales reps and training them from a marketing lens, marketing teams not only empower sales to have more meaningful conversations with prospects, but this also results in an integrated messaging between sales and marketing to prospects
Sales and marketing teams need to really understand their target audience and what matters to them.
CARMEN GOLDSTEIN
Director of Global Strategy & Campaigns, Growth Marketing
UNITY
How important is it for marketers to understand their target audience?
Sales and marketing teams need to really understand their target audience and what matters to them. This is not a one-time exercise and must be a continuous process to research the target market and then optimize the integrated marketing strategy as needed. Once a business has a deep understanding of who the target audience is and what their priorities are, then it is as equally important to understand which marketing channels they engage in. For example, there is no benefit to spending your paid social budget on Instagram if your target audience is primarily on LinkedIn. Focusing your efforts on organic first before turning on paid media efforts can also prove as effective in engaging your prospects and customers. Finally, always remember that there could be different types of decision makers (e.g. technical user, influencer, economic buyer) within your target audience, each with their own priorities and preferred marketing channels. The marketing landscape is ever-changing, and marketers constantly need to evolve their marketing strategies - and when done right, the results are well worth it!
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info@techpros.io
