Bobowski’s prescription is to refocus on the target customer. “Because of the intense focus on acquisition marketing or demand generation, companies end up with what I call ‘sloppy growth.’ They get a lot of leads, see a lot of deals come through, but those customers aren’t sticking around for very long,” said Bobowski, now SVP of marketing at BrightEdge. “You have to have a pretty good and tight definition of what the ideal customer profile looks like.”
Once you have that, you can start to move toward a more account-based marketing approach. “I really do believe that’s the next evolution of where marketers need to go,” Bobowski said, “orchestrating the entire relationship and the entire customer journey.”
But that’s a complex challenge and can’t stand alone. “There are certain things we will always do that are inbound-marketing focused, but we have segments of our market that we’ve defined and built out a very specific account-based marketing program for,” he said. “We don’t do it for everyone, but we do it for key segments of the market.”
Highlights from this week’s Marketing Superstars podcast include:
- Why some marketing organizations are siloed while others do a better job of integration (3:30)
- How to breathe creativity back into a marketing organization (5:47)
- How to find the “sweet spot” in your customer base and deliver the right message (7:40)
- How account-based marketing has improved the interaction between sales and marketing (13:49)
- Should the sales development team be located in sales or marketing? (21:11)
- Where integrated marketing goes from here (22:24)
Listen in iTunes.
Click here to listen to previous episodes of Marketing Superstars.