The recent shift in the economy has caused marketers to adopt a "hyper-efficient growth" mindset. To achieve this, marketers should take a fresh look at their ideal customer profiles and personas, rethink their customer's "jobs to be done" and where they fit in, look for efficiencies across the marketing funnel and automate revenue operations wherever possible.
When reassessing the ideal customer profile, consider narrowing the focus, increasing win rates, or widening the definition to fill the pipeline. Additionally, evaluate personas through a budget lens. When it comes to the customer's "jobs to be done", prospects are prioritizing must-have results over nice-to-have tools. To find efficiencies, explore new channels to create awareness and demand, and consider product-led growth or hybrid PLG/sales models.
Finally, to automate revenue operations, have the right data foundation in place to automate lead scoring and routing, and ensure go-to-market teams are prioritizing accounts based on fit with the ICP and intent signals. By following these steps, marketers are able to continue to grow their business and emerge stronger on the other side.
Four Ways to Go From Hypergrowth to Hyper-Efficient Growth
Don't worry ... it's FREE!
Explore these insights on why marketers, especially those in tech, should rethink their automation strategies. Understand the cultural shifts needed to enhance ROI and customer relationships. Dive into the full discussion.
Do marketers think their companies will face more competition in 2024 compared with 2023? To find out, researchers conducted a survey of 507 marketing professionals in the United States.
What makes top B2B marketers successful? Recent research unveils what differentiates top performers. Dive deeper.
Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.
The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.
The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...