Transforming your organization from product-centric to audience-centric requires more than just focusing on benefits over features. It requires a commitment to deeply understanding your buyers and engaging them in new ways. It requires a fundamental shift in thinking from “What is the best way to position this offering for my audience?” to “What do members of my audience care about, what are their needs, and how can we help them fulfill those needs?”
Our 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.
According to our research, faster-growing organizations are 90 percent more likely to have at least 70 percent of their content mapped to a buyer audience. We’ve seen clients improve website traffic up to 73 percent and increase engagement rates as much as 200 percent over target by embracing an audience-centric approach.
To take an audience-centric approach, we suggest that you start with these three questions:
If you’re ready to transform your marketing organization and drive better results, download our e-book “Marketing Transformation: Dialing Up an Audience-Centric Approach.” It’s a good place for CMOs and portfolio marketing leaders to start, and it provides a sneak peek at the SiriusDecisions Go-to-Market Design Process Framework, which is based on best practices for developing an audience-centric go-to-market approach.
Barbara has almost 30 years of technology marketing experience and a successful track record of growing brand value and revenue through integrated marketing programs. As a member of SiriusDecisions portfolio marketing team, Barbara delivers research and advice to help portfolio marketers and managers succeed. Prior to joining SiriusDecisions, Barbara held various executive and management roles at both software and hardware companies. She spent 15 years of her career at Intel in a variety of marketing roles, from campaigns to market research to branding and messaging. Follow Barbara at Twitter: @bwinters_sd