营销转型_以受众为中心的方法（英文版）.pdfVIP

用户上传 更多免费报告请查看研报客 Marketing Transformation: Dialing Up an Audience-Centric Approach 用户上传 更多免费报告请查看研报客 Overview With the growing realization among marketers of the need to shift their marketing approach from a product-centric to an audience-centric model to drive results, the next step becomes how to deliver on the premise of pursuing a go-to-market strategy built around what buyers want, not what the company’s product line or service offerings dictate. SiriusDecisions benchmark data shows that organizations that go to market with an audience-centric model experience many benefits, including better audience engagement, elevated response and conversion rates, increased marketing contribution to pipeline and revenue, improved sales and marketing alignment, and greater sales productivity. Continued on next page 用户上传 更多免费报告请查看研报客 Overview (continued) For those about to embark on this path, here are some areas to consider. Do you have the right go-to-market structure in place? What challenges exist with your strategic planning capabilities? How much do you know about buyer personas, behaviors and preferences? And how deeply do you really know your target audiences? SiriusDecisions can help marketing leaders address these questions and become buyer directed through best practice recommendations. This guidance helps marketers operationalize audience-centricity by creating the right structures, cultivate messaging, gather buyer intelligence and establish market pathways to help their organizations transform into buyer-centric enterprises. 用户上传 更多免费报告请查看研报客 Product-to-Audience Shi 4