Re-defining sales & marketing alignment in the era of next generation online marketing – demand generation vs demand nurture
The McAfee Corporate Marketing team has been on a path of transformation for 18 months – including the launch of a new approach to demand generation, moving from “old school digital” to ABM focused intent-based demand.
Brett will share the journey and lessons learned:
- How using next generation online marketing means you can find and nurtureexisting demand vs. having to generate it from scratch
- The initial skeptical reaction of the sales team after cutting event budgets, reducing global events from 1100 to 200, and moving that spend to intent based demand through digital channels and programmatic display ads.
- How the pivot to digital resulted in having to redefine the relationship to sales, convincing sales that a digital lead is as good as personal lead at an event
- The 300% increase in marketing contribution to pipeline