Profile Image Credit: Linkedin Recently I happened to watch a video of Box, VP of Marketing, Lauren Vaccarello, delivering her speech on How to market to B2B customers Small, Medium, Large & Extra Large at "SaaStr 2017" Please find excerpts from her speech Top 10 things to know when marketing horizontal solutions Align with Sales Set Targets by Segment Companies Small < 100 employees - Marketing should source 50-60% of lead generation Medium 100 - 1000 employees - Marketing ownership 20-30% of lead generation Large >1000 employees - Marketing ownership 10% of lead generation Assign segment leads in marketing Build Segment Specific messaging Technology, automation and programmatic marketing is key for SMB Demandbase for reverse IP Lookup Radius or 6Sense for predictive Marketo Sales Insights to let sales know who's interested Optimizely for experimentation and personalization Conductor for SEO Intercom for in-app messaging
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