Skip to content
Menu
THE CENTRAL MARKETING NEWS
THE CENTRAL MARKETING NEWS

Microsoft transforms its B2B advertising and marketing strategy

Posted on January 31, 2021January 31, 2021 by Alice

Microsoft, the tech giant, has changed its approach to business-to-business marketing to reflect the greater complexity and need for customization in reaching its target audience.

Caroline Keene, Microsoft’s Interim CMO and Senior Director / Cloud Integrated Marketing, discussed this topic at the Association of National Advertisers (ANA) Masters of B2B Marketing Conference, which was held online.

And Microsoft’s business-to-business marketers need to understand wider audiences than ever before as the role of technology in businesses changes.

“Over the past few years we’ve seen more complexity in the B2B decision-making cycle with larger buying boards,” she said. (For more information, see the detailed WARC report: How (and why) Microsoft shifted its B2B marketing focus from product to people.)

“At Microsoft, we used to work mostly with the CIO and their department. Now the CMO, CFO and HR are critical to the decision making process. “

One implication for brand managers, Keene said, is that enterprise marketing “is now playing a bigger role [and has] To be there during the entire customer journey, even when customers are not busy with salespeople. “

Customers’ professional lives in the digital ecosystem have increasingly run parallel to their personal online experiences, and this trend has accelerated as many people are working from home during the COVID-19 pandemic.

“This means they expect more customizations, get the right content at the right time through the right channel, while maintaining a high level of privacy for their personal information,” said Keene.

For technology providers, “the need for agility is even greater [in] to be able to capture customer sentiments and behavioral changes, ”she added.

In order to “meet customer needs, we had to adjust our marketing plan and move to sprint planning rather than annual planning or quarterly planning.”

For Microsoft, the transformation in marketing encompassed culture, skills, functions, and technology – “and not overnight, but over the past three to five years,” said Keene.

And those efforts, she reported, reflect the fact that “having the right mix of talent and education is more important than ever to master the art and science of marketing.”

Obtained from WARC

approach B2B Marketing Microsoft transforms
B2B Marketing

Recent Posts

  • B2B advertising ways that may assist transfer the needle – TechCrunch
  • 5 Advertising and marketing Automation Fundamentals To Increase Your Technique
  • Internet Design Los Angeles, a High-Rated Los Angeles Internet Design Service Supplier, is Increasing into search engine marketing Advertising and marketing
  • It seems that social media advertising and marketing provides erectile predators strategies of not receiving possible targets moreover enduring the crime past typical implies.
  • 6sense acquires Slintel to supply essentially the most complete B2B purchaser intelligence and AI-powered insights out there in the marketplace

Recent Comments

    Archives

    • October 2021
    • September 2021
    • August 2021
    • July 2021
    • June 2021
    • May 2021
    • April 2021
    • March 2021
    • February 2021
    • January 2021

    Categories

    • B2B Marketing
    • Content Marketing
    • Local Seo
    • Search Engine Optimization
    • Social Media Marketing

    Meta

    • Log in
    • Entries feed
    • Comments feed
    • WordPress.org
    ©2022 THE CENTRAL MARKETING NEWS | Powered by WordPress & Superb Themes