B2C marketing tactics don't work for selling digital content to enterprises like Google or IBM. The speaker breaks down why consumer strategies fail in enterprise contexts and what actually works instead.
We're going to question some assumptions about how you market and sell your digital content. So a lot of the folks today and yesterday are focusing on how to sell content in a B2C environment. And it's not that I'm saying any of them are wrong. They're all killing it. They're all doing great things if the end user is a consumer. And we're going to talk about that a little bit because you can't take the same things that work in the consumer market and move it over when you're trying to sell it to Google or IBM or any of the big companies that a lot of you work with. It just doesn't work.
