PoV on the future of B2B Marketing.

1. A New Approach to B2B Marketing
in Professional Services

2. 2
Mission:!
Driving!efficiencies,!accelera/ng!deals!and!serving!up!a!360!degree!view!of!our!clients!and!market!poten/al.!This!will!happen!by!moving!
to!a!cloud!based!social!CRM!and!marke/ng!automa/on!environment!that!is!decentralized,!scalable!and!flexible!across!all!user!types!
Applications
Services
Drive demand, accelerate pipeline, win and retain clients Drive demand, accelerate pipeline, win and retain clients
Early Stage Mid Stage Mid Stage Early Stage
Phone, Digital, Direct
Response, Events &
Email
Direct Sales, Events, Digital, Direct
Marketing, Email
Phone, Events, Digital,
Direct Response
Email
Phone, Digital, Direct
Response, Events &
Email
Phone, Events, Digital,
Direct Response
Email
Demand
Generation
Opportunity
Account
Based
Marketing
Late Stage
Anonymous Known Engaged MQL SQL Account SQL MQL Engaged Known Anonymous
Stages of Lifecycle Management
Marketing’s PoV on how we go-to-market
Client
Intimacy
Comm.
Stages
Comm.
Channel
s
Listening to the client enables us to position the right
services within our portfolio versus pushing services
based on internal priorities.

3. 3
Understanding!the!needs!of!our!clients!and!prospects!will!enable!us!to!deliver!relevant,!consistent!and!
/mely!content.!To!do!this!we!must!industrialize!our!GTM!Process…!
Planning
Execution
Strategy
Design
Reporting
& Analytics
Response
Tracking,
Lead Nurturing,
& Lead Mgmt
Validation
&
Qualification
We will industrialize our GTM process and
unify the silos across the business. Our
goal is to add sales and marketing
efficiencies and improve collaboration
across BUs.
Some immediate efficiencies we expect to
gain include cost reduction, increased
market awareness, improved client
acquisition, retention and expansion.
Stages of the GTM Process

4. 4
Content Management: Scope & Approach
Lead Generation Scenario Development
Content
Discovery &
Content Strategy
Development
1. Review segment profiles
2. Reach out to internal
stakeholders and SMEs to
understand current
challenges and needs
3. Discovery session with
agency, marketing team,
stakeholders, and SMEs
4. Mutual Education: Share
industry best practices
5. Develop scenarios
combining segmentation and
content
Gap Analysis and
Content
Recommendations
1. Validation of scenarios
2. Incremental
recommendations to fill
gaps
3. First view of one to two
years of planned activity
Scenario Mapping &
Segment Profile
Enhancements
1. Map shared scenarios
across segments
2. Create profile taxonomy
and profile mapping-content
strategy
3. Enhance profiles
aligned to business
scenarios
Improvement
Opportunity Analysis
1. Go live and Identify
Content Lead Responsible for Project Management and Communication
improvement opportunity
areas based on metrics
2. Assess content, and
improvement opportunities
3. Run analysis by Segment