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Why Demand Generation Requires More Than Marketing

ANNUITAS

I had a conversation with a prospect today about their demand generation challenges. My prospective customer, who is an executive on the marketing side of the organization, wanted to know how he could get sales to appropriately respond to the leads that would be generated from a perpetual demand generation program. Here are a few suggestions. 1. Ask Them-.

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI.

Getting Demand Generation Right: 5 Things You Need to Change

CMO Essentials

During the conversation we discussed the ways that B2B marketing has changed due to the new approach buyers take to purchasing. While the way B2B buyers buy has changed significantly, many marketing and sales departments are struggling to keep up. As I have said before: B2B marketing organizations have to stop doing different things, and truly do things differently.

Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Improve campaign measurement. Test more. Make your blog count.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Shiny Objects, Demand Generation and ABM

ANNUITAS

With #FlipMyFunnel , the San Francisco event only a few weeks behind us, it seems as if Account-Based Marketing (ABM) is now the “shiny new object” that has captivated the attention of B2B marketers. Over 15-years ago when I managed demand generation for a major software company we were tasked with supporting sales for “account based selling.”

Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments. Check out the infographic below for tips on deciding whether a full-service demand gen agency is the right move for your organization. Agencies aren’t for everyone.

Agency 115

The Reactive Demand Generation Strategy

ANNUITAS

This means adhering to a clearly defined Demand Generation Strategy that is buyer-centric and all the things we need it to be to obtain our goals, and then sticking to it. To make things even more challenging, the soon-to-be-released ANNUITAS 2015 B2B Demand Generation Study reports again this year that the majority of marketers run more than 15 campaigns a year!

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome of lead generation is new contacts available for sales or marketing.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Better Demand Generation Marries Data And Content

B2B Marketing Insider

They sought to answer how to bring these two 2 marketing practices together into one overarching demand generation strategy. So they created this infographic visualizing the main considerations for bringing together the power of data and content to drive effective demand generation. Demand Generation Brilliant! Click here for the complete infographic.

3 Demand Generation Dangers in a B2B Blog Redesign

B2B Lead Blog

And as Neil Patel, Eloqua, Marketo and Hubspot have shown us, when B2B content is crafted correctly, it becomes a killer tool for attracting qualified prospects to your sales funnel. Let’s assume you’ve got a great blog, but it’s time for a refresh (like the simple weekend facelift we just had here at The B2B Lead ). Demand Generation Checklist for Safe Blog Redesigns.

3 Demand Generation Dangers in a B2B Blog Redesign

B2B Lead Blog

And as Neil Patel, Eloqua, Marketo and Hubspot have shown us, when B2B content is crafted correctly, it becomes a killer tool for attracting qualified prospects to your sales funnel. Let’s assume you’ve got a great blog, but it’s time for a refresh (like the simple weekend facelift we just had here at The B2B Lead ). Demand Generation Checklist for Safe Blog Redesigns.

Demand Generation – It’s Not That Easy

ANNUITAS

In reading many of the blogs and listening to some of the webinars and speeches that have been given about Demand Generation one would think that the path to Demand Generation is just a few simple step away.  I once heard at a conference one of the speakers tell a room full of marketers “all you need is the desire to want to make it better, and you will.”  Really?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Integrating Awareness and Demand Generation Marketing

Biznology

The executive not only wanted to do things the traditional push way, he wanted to dispense with the soft landing of an awareness experience and get right to demand generation. New Demand Generation Goals. The executive’s first move on the job was to contact another agency and build a plan to drive more aggressively towards a new set of KPIs focused on demand.

3 Mistakes to Avoid When Developing a Demand Generation Strategy

ANNUITAS

Marketing automation has forever changed the way B2B marketing is conceived and executed. Developing a comprehensive Demand Generation Strategy is not a simple task.  Contrary to what you might want to believe, your demand generation program isn’t about your company. buyer-centric Demand Generation Strategy necessitates buyer research.

Demand Generation Skill Set of the Not-So-Distant Future

ANNUITAS

It is a no-brainer – as marketing automation and demand generation continue to mature, the need for well-rounded and experienced demand generation marketers also increases. has brought technology front and center for B2B marketing, creating a new breed of marketer. Otherwise it is not really demand generation, but email marketing. Blog Buyer 2.0

More is Not Always More: Be Wary of the Volume Game in B2B Demand Generation

Modern B2B Marketing

Historically in B2B demand generation, more has been better too. This is a very important concept to understand in marketing, especially for demand generation. More is not more, and here are three reasons why you should be wary of focusing solely on volume in demand generation: 1. Demand Generation b2bMore leads? You bet!

Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing.  Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation.   ©All rights reserved by Kenny Madden. Follow @tonyzambito.

The Evolution of Demand Generation In 2015

Modern B2B Marketing

Author: Heidi Bullock Demand generation is a vital aspect of any marketing organization. With the New Year, I’d like to share the big trends I see for 2015—starting with a growing and continual focus on demand generation. In 2015, specifically for demand generation as a discipline, I think we’ll start to see a few trends evolve: Content marketing will mature.

Differences Between Demand Generation and Lead Generation

PureB2B

Demand generation is the process of creating and/or boosting awareness of a particular company or product with the intention of increasing leads. Lead generation is the process of collecting actual leads directly from consumers or client prospects and using those leads to boost revenue.”. As a subset of demand generation, lead generation comes next.

What is Social Demand Generation?

It's All About Revenue

The problem for demand marketers is that few, if any, resources that explain how to use social to build strong, lasting demand generation strategy. So over several months we interviewed experts like Sandy Carter of IBM and social savvy clients like Sage, compiled research, and identified emerging best practices around social demand generation strategy. Eisenhower.

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated.  Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. In the ANNUITAS B2B Enterprise Demand Generation study, more than 60% of respondents stated that they ran over 15+ campaigns on an annual basis.

Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

Demand generation is hot. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” No problem. Just don’t start pretending that awareness-building and demand generation are the same thing. Call it demand generation.

What’s Sales Enablement Got to Do with Demand Generation?

ANNUITAS

Modern B2B marketers like numbers. We want to know conversion rates, cost per lead, revenue generated and a host of other stats. In our mission to build demand generation that delivers real results, here are a couple to keep you up at night: B2B companies’ inability to align sales and marketing teams has cost them upwards of 10% or more of revenue per year , according to IDC.

Stay The Course With Demand Generation  

B2B Marketing Insider

When discussing Demand Generation Strategy you should always look at all options before making a decision. This phrase has no greater meaning then in the Demand Generation World. Here are a few things to consider when you are looking for a new Strategic Demand Generation direction. Do they have a Lead Generation Team? Demand Generation

3 Demand Generation Goals to Avoid in 2013

The Point

Generate 10 deals per quarter from contacts already in our CRM database. 2. What is about social media that you think will extend and improve your demand generation mix? client of ours was able to show how their new blog generated a 700 percent ROI last year based on opportunities that originated with, or were influenced by, that program. Launch a lead nurturing program.

Does a Demo Ever Make Sense as a Demand Generation Offer?

The Point

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Demos short cut the demand generation process and gives sales what they want, namely someone with a short-term interest in the product they’re selling.

The (Almost) Lost Art of Listening in Demand Generation

ANNUITAS

But some of the best, most successful marketers I’ve known listened a lot more than they talked. I’m guessing it has something to do with the fact that 76% of B2B enterprise marketers have a content strategy but only 50% say their content aligns to buyer pain points and challenges via ANNUITAS B2B Enterprise Demand Generation Study. Marketers talk. A lot. Formats-.

Why Buyer Personas are a Potential Obstacle to Demand Generation Success

ANNUITAS

Blog B2B Marketing Buyer intersection points Buyer persona Content Marketing Institute Demand Generation Strategy DemandGen report What most organizations fail to do is document the buyers approach to the purchase (this is more than just interest, consensus, evaluation, decision).

A Lack of Content Marketing Strategy Impedes Demand Generation

ANNUITAS

Once again 2014 will be a year that Content Marketing is front and center for a majority of B2B marketing departments.  According to The 2014 Marketing Score Report by PR 20/20 “Organizations are missing opportunities to generate and nurture leads due to enormous gaps in their content marketing programs.”. There are two main reasons for this: 1. 

The Missing Link in B2B Demand Generation

ANNUITAS

Blog Buyer''s Journey Change Management Demand Generation Strategic Demand Generation As a whole, most marketing leaders have missed the point that in order to adapt to the new buying process, their organizations need to change.

How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing?

The Point

One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. Specifically, the question is: How much of our total demand generation budget should we spend on generating net new leads, and how much should we spend on converting the leads we have?

The Critical Ingredients Of Effective Demand Generation

B2B Marketing Insider

Demand Generation is one of the most critical components of B2B Marketing. And yet, demand generation skills are rare in B2B Marketers. This post is the latest from my former colleague and demand generation partner Rob Krekstein. Rob Rob is the Senior Director of Global Lead Generation at enterprise technology company Ventyx.

The (Almost) Lost Art of Listening in Demand Generation

B2B Marketing Insider

But some of the best, most successful marketers I’ve known listened a lot more than they talked. I’m guessing it has something to do with the fact that 76% of B2B enterprise marketers have a content strategy but only 50% say their content aligns to […]. The post The (Almost) Lost Art of Listening in Demand Generation appeared first on Marketing Insider Group.