How PR Newswire Created a Customer-Centric Demand Gen Engine
In today’s digital landscape, the buyer is in control and is more sophisticated than ever before. In fact, according to Forrester, 93% of B2B buyers prefer to transact online when they have decided what to buy.
After publishing this week’s B2B case study featuring cyber security firm SecureWorks’ transformation of its demand generation, I realized how vital a clear, built-out purchase path can be for both marketers and consumers.
With that, I decided to reach back to a Media Center Interview with Ken Wincko, SVP of Marketing, PR Newswire, who spoke at last year’s MarketingSherpa Summit on the topic.
To effectively engage and target buyers, Ken and his team developed a sophisticated buyer-centric go-to-market approach that employs tailored content aligned to key segments and personas across the entire customer lifecycle.
It starts, he said, with recognizing that customers have options and that it’s very easy for them to make choices on their own.
“What we’ve really focused on is becoming buyer-centric, and to focus on [buyers’] core informational needs,” he said. “What are their challenges? Where are the opportunities for them?”
