As a marketer, are you into Install Base Marketing?
B2B marketers approach us almost every day for Install Base related services. Only a few are able to leverage the power of install base. In most cases, B2B marketers are just satisfied procuring a list. Is that enough? Definitely not, in today's times. The same marketers also target the list constituents with sales oriented messages, thus making the approach hollow.
Let us go strike some pointers.
Is change the real challenge for marketing? Or is it the pace of change?
As a practicing marketer, I reckon your response would vary with the degree of your experience.
The Economist's research unit - EIU - teamed up with Marketo to document this transient situation confronting marketers.
The Rise of the Marketer : Engagement, Experience and Revenue is an Economist Intelligence Unit report, sponsored by Marketo. It includes a survey of 478 CMOs and Senior Marketing Executives from all over the world.
