Building Building Building Building GGrereaaGGtt MMrereaaaarrttkk MMeting eting aarrkketing eting CCaammppCCaaaaignignmmppssaaignignss Here’Hers a elook’s a lookat the at recethe nrecet shiftnt sinhift ma inr kmaetingrketing when w henit co itm ecos mto es to approaapprochinag chiann aug andien aucdiene: ce: Old Audience ApproachOld Audience Approach New Audience ApproachNew Audience Approach Demographics: Demographics: 18–24-ye 18–2a4-yer-old ar-old Psychographics:Psychographics: Those Thowho lovse who love e salespeople salespeople who have awho have a CRM CRM new tech,new dtech,o their do otheirwn re owsearn rech search onlineonline before before making making decisionsdecisions, , talk to peers,talk to peers, and w anork hard work hard durind g during the wtheeek to enjoy hiking week to enjoy hiking on th e on the weekenweedskends Top-down audience mandate: Top-down audience mandate: Bottom-up customer advice:Bottom-up customer advice: AssigneAssigned an aud andie auncde,ie produnce, product, etc.c, t, etc., Listen to Listen to custocmustoers mtoers un ctoover uncwover hat what from mfroanagemem management nt they wthey ant wtoa heant tor, aheand present thr, and present the e audienceaud ienceto ma tonagemen management t Focused on your goals:Focused on your goals: Increas Ine crease Focused on customer goals:Focused on customer goals: ACV 2A0%CV month 20% month over montover month h Get promoteGet promoted, hire dm, hire ore,m automatore, automate e processesprocesses to relieve to relieve manu maal tanuskasl tasks Business-to-business message:Business-to-business message: Peer-to-peer message: Peer-to-peer message: Let Let Talk toTalk your to ayour udienaucde ienaboutce a howbout you howr your customers sharecustomers share stories on stories on how how products helpproducts help them them your proyourdu proctsd helpucts thehelpm them In ordIner or tod erma toke ma thikse shift this, shiftfocu, sfoc onu asttit onud attites udanesd as anpird aastiopirnastio. Afterns. A afterll, all, you dyouon’t d knoon’tw kno if yowu ifr yoaudurie audnceie linkcees hikilikesn hikig unleng susnle youss a yousk the askm the abmou abt out their theirhobb hoiesbb. Whileies. While it’s tempting it’s tempting to spe toa kspe maorek m anored lianstend li slessten, ilessn th, e in the early esatarlyge s tofage developing of developing your yourmark maetingrk campaign, listening is key. This eting campaign, listening is key. This attentive periodattentive period will b weaillr b fruit forear fruit for years ye to comars to come. e. Audience Insights Uncover PersonasAudience Insights Uncover Personas Here Hereare a a fewre a afewren aasren in aws hichin w hichyou cayoun prcaacn ticeprac listeningtice listening to get to t o get to knowk yournow your audie anucedie: nce: • Sit in on sales demos and customer service calls.• Sit in on sales demos and customer service calls. • Attend events that interest your customers, like Salesforce User • Attend events that interest your customers, like Salesforce User Group meetings, networking events, alumni meetings, and so on.Group meetings, networking events, alumni meetings, and so on. • Conduct a content audit on your assets, your competitors’ assets, • Conduct a content audit on your assets, your competitors’ assets, or both.or both. • Interview stakeholders throughout your organization.• Interview stakeholders throughout your organization. • Talk to customers.• Talk to customers. • Talk to former customers.• Talk to former customers. 7979 7979