How to Market to Customers Small, Medium, Large & Extra Large

How do you effectively market your product when everyone can be your customer?
Building a marketing strategy to reach everyone at the same time will result in a boring message that won’t stand out in the marketplace. Box's VP of Marketing, Lauren Vaccarello, shares the 10 things to know when marketing a horizontal solution.

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For those who doesn't have patience to watch the ful video
10 things to know when marketing a horizontal solutions
1. Align with Sales
2. Set Targets by Segment
a. Companies
i. Small < 100 - Marketing 50-60% of leads generation
ii. Medium 100 - 1000 Marketing 20-30%
iii. Large 10% of lead generation
3. Assign segment leads in marketing
4. Build Segment Specific messaging
5. Technology, automation and programmatic marketing is key for SMB
a. Demandbase for reverse IP Look up
b. Radius or 6 sense for predictive
c. Marketo Sales Insights to let sales know who's interested
d. Optimizely for experimentation and personalization
e. Conductor for SEO
f. Intercom for in app messaging
6. Great Trial Experience
a. Prepopulate some data
b. In app messaging and tutorial to onboard
c. A/B test on boarding emails and behaviorally triggered emails
d. Identify 'sticky' features in paid users and guide free trial to take those actions
7. Nurture lead through the funnel (And it's not just email)
a. Programmatic Onboarding
i. In app messaging to help on board
ii. Tie product usage with marketing automation
iii. Keep sales looped in on progress through integration with marketing automation tool
8. High touch and highly targeted account based everything for up market
9. Dealing with overlap
a. Personalize
i. Prospects - Sales Pitch
ii. Existing Customers - Upsell/Cross sell
iii. Based on SMB and Enterprise
1) Use Demandbase to segregate
10. The role of marketing doesn't end at purchase
a. Month 1 and Year 1 Engagement plan