What’s next in B2B Marketing: Looking beyond Inbound and ABM

Presented by

Karthik Nair, Director of Demand Generation, JOOR

About this talk

For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals. So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago. At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment. Join this session for: 1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment 2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG 3. Build alignment with technology/product teams to structure data to move to PLG 4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them 5. A recommended approach to structuring your team 6. Metrics you should track to measure performance

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