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How do you approach enterprise demand gen differently at an organization that historically relied more on free trials and word of mouth?

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2 Answers
Digital Marketing Strategy
  1. Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 1y

    Enterprise demand gen is complex. Buying committees are large, and the buying cycle is long. According to a Google/Bain study, B2B buying committees have an average of 17 stakeholders, and on average, it takes 40 touchpoints for each of these buyers to influence the B2B buying decision. Below are four steps to help you get started. Step 1: Start with creating the content by persona mapped to the buyer's journey. Create content for primary and secondary persona. According to Gartner, B2B buyers h ...Read More

    758 Views
  2. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    This will require a mindset shift across the organization, so you'll want to be mindful of how it is communicated. Here is a high-level approach to the steps I would recommend: Document your target audience: What is the ideal customer profile (ICP)? What has worked and what hasn't worked well from the perspective of reaching this audience? Craft a demand generation strategy: Develop a target account list in partnership with the sales team. Think through the digital layers of outreach and the com ...Read More

    769 Views

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