Some examples of how we strive to market in an audience-centric way include the recent segmenting of our customer and prospect marketing lists in Marketo into personas and our current project to build a customer engagement engine (automated nurture program) with content tracks tailored separately to five individual buyer personas. “We are always focused on being audience-centric.

B2B PractitionersĪndrea Eaton, Director of Solutions Marketing & Sales Enablement, Bottomline Technologies But how has the B2B world responded to this new model a month later? Does it align with organizations’ goals and priorities, or is it merely too complex and out-of-reach for most? Below, B2B practitioners, consultants and experts share their thoughts on the new model, as well as the challenges they believe organizations will face as they strive to evolve from product-centric to audience-centric. SiriusDecisions is positioning the model as a way to close internal gaps and encourage everyone to see and engage from the same point of view. One that garnered a significant amount of attention from the B2B community was the Go-to-Market Execution Model, which was designed to help organizations shift from a product-centric to an audience-centric mindset.Ĭustomer-centricity has been a hot topic for while now, but the lack of alignment between sales, marketing and product teams continues to plague many B2B organizations.

At its annual Summit last month, SiriusDecision unveiled several new frameworks and models.

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