Mei Burgin, Cloud Marketing Leader, IBM North America
B2B buying behavior has evolved. To engage and attract clients today, we need a new marketing approach that revolves around the buyer.
We must use data—at every stage of the process—to see, understand, and respond to the needs of our buyers. We must dramatically shift:
- From product-focused to buyer-centric
- From push marketing to inbound, digital engagement
- From imprecise segmentation to buyer cohorts
To this end, IBM has spearheaded the “New Work of Marketing” initiative. Mei Burgin discussed key learnings so far, surrounding “Diamond Teams”, Activation, Culture Change and their 26-Step Operating Model.