Modern Marketing 2.0 is a revenue generating team and function. The fundamentals are current and maintained in a written living Marketing Plan. Marketing 2.0 partners with sales, business and product to align strategy and tactics around business goals. The people of Marketing 2.0 are metrics obsessed and value obsessed. They talk with the C-suite about things like contribution to opportunities, revenue contribution, return on marketing investment, and net contribution. They understand modern marketing technology and how to fully leverage it for efficiency and scalability. Modern Marketing 2.0 is about engagement with the target audience early in the buying cycle to earn top-of-mind awareness and credibility. Modern Marketing 2.0 adds 10, 20 or 30% to the top line.
Now, on to the 6 Essential Components of Modern Marketing 2.0:
- A formal marketing plan
- A tech savvy, content savvy marketing leader
- A Marketing integrated business culture
- Modern technology and tools
- A content based marketing strategy
- Sponsorship by the Executive team