CUSTOMER INSIGHT 03
Simon Weaver
MARKETING MANAGER
What challenges did Network Sunday help you overcome?
One of the things that is really great about Network Sunday is their original and innovative approach. From the beginning, it was obvious that there was a really clear structure in place and a mature process which is managed well. This allows us to generate genuine thought leadership content, which is key because it has the views of senior executives from buyers across the industry, not just from our own subject matter experts and customers. The service also gives our team a chance to procure valuable insights on the market.
When it comes to specific challenges within individual prospects or even customers, the Network Sunday programme through their association with TechPros.io allowed us to engage with key strategic target organisations in their language and to position our solution and expertise accordingly. That elicits a much higher quality of conversation and helps to raise the profile and value of our brand in the market.
What are the most important considerations in 2022 when seeking to establish new relationships with enterprise buyers?
First, understanding them and being able to talk in their language and about their challenges. Simply talking about your product and hoping that they'll see the value isn’t viable. So, I think it's really important to understand strategically what those people are dealing with and what's keeping them up at night.
Second, sales and marketing need to work in alignment. There's no point in us going into some industry and picking interesting companies to talk to if those companies are not top 10 strategic targets for the year. So, you've got to understand sales strategy and make sure that sales are engaged and bought into the programme so they can make that ROI.
What results have you seen from the programme so far?
We've run initiatives in real estate, telecommunications, and insurance - and we're just starting one focused on sustainability. We've had a very positive response from these, including a new global engagement with a major telco and significant new business in insurance, delivering a strong ROI from the programme.
But there is so much more that we’re getting out of it, beyond that immediate sales ROI: better understanding of the market, a better understanding of our prospects, elevating the conversation to a more strategic level, positioning our brand the way that we want to, getting the insight for marketing messaging for the industry, etc.
There is so much more that we’re getting out of it, beyond that immediate sales ROI.
Founded to help solve some of the world’s most difficult problems, Esri is the global market leader in GIS. Esri builds ArcGIS, the world’s most powerful mapping & spatial analytics software, which combines mapping and data analytics to deliver location intelligence and meet digital transformation needs for organisations of all sizes.
