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Getting Demand Generation Right: 5 Things You Need to Change

CMO Essentials

While the way B2B buyers buy has changed significantly, many marketing and sales departments are struggling to keep up. Here are 5 things that B2B Marketing and Sales teams need to do differently in order to meet the needs of today’s modern buyer: 1. And they need to remove the cultural mantle that says sales is marketing’s customer. Unfortunately, my friend is right.

Shiny Objects, Demand Generation and ABM

ANNUITAS

Over 15-years ago when I managed demand generation for a major software company we were tasked with supporting sales for “account based selling.” This led to our team having to work with our sales team, identify the accounts, the key stakeholders in these accounts and seek to generate leads therein. Anyone remember Revenue Performance Management?

A Structured Approach to Demand Generation Analytics

ANNUITAS

Demand generation leaders know it’s not true, though. And most marketing and sales data is just that — garbage. So what is the key to better demand generation analytics? How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our  demand process optimization ? We

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

The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. preference, lead generation) isn't new, just more intense. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

Secret Sauce: 8 Tips from Demand Generation “Master Chefs”

It's All About Revenue

Sam works with enterprise clients to develop demand generation strategies. Success in demand generation is like cooking: It’s the just-right combination of careful planning, meticulous measurement, and making sure the oven is always set to the right temperature. Sales and marketing must also share resources. Here are a few tips: 1) Assemble a winning team. 

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

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.

Who Is Responsible For Demand Generation? Marketing or Sales

B2B Marketing Insider

Effective Marketing drives demand. So to keep my finger on the pulse of demand generation, I love to get the insights from my former colleague and demand generation partner Rob Krekstein. Rob is the Senior Director of Global Lead Generation at enterprise technology company Ventyx. Who Is Responsible For Demand Generation? Marketing or Sales?

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.

Four Overlooked Success Factors in Demand Generation

It's All About Revenue

While many demand generation experts focus on things like targeting the right audience and developing an appropriate offer for that audience, this is only part of the equation for what’s needed to really succeed with demand gen. Here are four critical factors that contribute to the success of demand generation. Factor #3 - Educate the Sales Team.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. preference, lead generation) isn't new, just more intense. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

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

ANNUITAS

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.

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. Marketing must drive sales for the business. This post is the latest from my former colleague and demand generation partner Rob Krekstein. Rob The Critical Ingredients Of Effective Demand Generation.

Four Overlooked Success Factors in Demand Generation

Crimson Marketing

While many demand generation experts focus on things like targeting the right audience and developing an appropriate offer for that audience, this is only part of the equation for what’s needed to really succeed with demand gen. Here are four critical steps that contribute to the success of demand generation. Secret #3 – Educate the Sales Team.

3 Demand Generation Lessons Learned in 2015

ANNUITAS

One of the best things about working as a Demand Generation consultant is that I get to constantly learn new things. also get to meet new people and build long-term relationships with my clients’ marketing and sales teams. Seems like every day a client or colleague mentions a marketing or sales tool I’m unfamiliar with. There will always be someone who isn’t on board-.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. preference, lead generation) isn't new, just more intense. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

3 Mistakes to Avoid When Developing a Demand Generation Strategy

ANNUITAS

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. Those challenges are what make your company possible, and it is those challenges that your demand generation program should serve. Product-centric planning-. Planning in silos-.

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?

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.   Enabling Marketing and Sales with Target Ready Buyer Models.

Common Pitfalls in Demand Generation Strategy

ANNUITAS

And most importantly, your strategy needs to define how you’ll Engage with new prospects, Nurture them to become qualified, and Convert them to sales opportunities. Delivering unqualified leads to sales. Sales screams at marketing for more leads.  Sales responds with a resounding “these leads are horrible.” No collaboration with sales. Diving straight to tactics.

Jim Kruger, CMO of Polycom: What to Change in Your Demand Generation Strategy to Double Your Sales Pipeline [Podcast]

Crimson Marketing

That is the principle that Jim Kruger, CMO and EVP of unified collaboration solutions provider Polycom, brings to his demand generation strategy.  Jim shares the one major campaign shift Polycom made in its global demand generation strategy that led to 400 published articles, 2 million social impressions, 40,000 marketing responses and 70% conversion rates.

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. The State of Demand Generation 2012. Why is demand generation so important?

3 Demand Generation Goals to Avoid in 2013

The Point

What sales and marketing metrics are you hoping to impact? Examples might include: Increase the number of daily live contacts (phone conversations) recorded by inside sales. Reduce the number of leads rejected by field sales. Generate 10 deals per quarter from contacts already in our CRM database. 2. Aim for a broader mix of demand generation content.

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. Secondly, what sales rep doesn’t like demo leads? demo request is almost always a Sales Accepted Lead (SAL). Secondly, a demo is by definition a late stage offer.

The Best White Paper on B2B Demand Generation Ever Written!

Fearless Competitor

How to Find New Customers is the best white paper on BtoB demand generation ever written, and that is the truth. It was originally sponsored by Marketo and was edited by one of the top sales experts in the USA and she’s a top author too and she’s a perfectionist when it comes to writing, so it took time to create a work of art like How to Find New Customers.

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. More than ever, marketers and demand generation professionals are facing mounting pressure from their executives to tie marketing efforts to revenue. Aligning sales and marketing.

The Demand Generation Stats Every CMO Needs To Know

Crimson Marketing

HubSpot and Qualtrics recently conducted a survey of 900 management-level marketers in North America and Europe to determine how successful companies have been at demand generation for their respective brands. 45% generate 500 marketing qualified leads (MQLs) or less per month . ” 74% don’t know their visitor, lead, MQL, or sales opportunities.

Demand Generation Strategy Rules NOT to be Broken

ANNUITAS

However, when it comes to Demand Generation Strategy there are a few rules that if not followed, will lead to poor results, wasted money and effort, and a frustrated marketer. 1. Talk to your own sales people who speak with prospects and customers on a daily basis. Blog business intelligence Buyer''s Journey Demand Generation Strategy Metrics Do Your Homework.

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. Demand Generation Checklist for Safe Blog Redesigns. Your B2B Lead Generation can be hit –  hard — if you can’t analyze your content. By the way, we fixed this one already.

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. Demand Generation Checklist for Safe Blog Redesigns. Your B2B Lead Generation can be hit –  hard — if you can’t analyze your content. By the way, we fixed this one already.

A Lack of Content Marketing Strategy Impedes Demand Generation

ANNUITAS

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.”. This lack of strategy is exactly why only 44% can claim some level of effectiveness and in fact, not having a strategy can and most likely will have a negative impact on your demand generation results. 

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

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. As we kick-off 2015, here are some key areas that B2B marketing leaders should focus on in order to ensure they have maximum results from their Demand Generation and better align with their buyers: Move from Campaigns to Programs-. Not all Demand Generation content is created as equal. The best news? Commit 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?

Introducing Demand Generation University – to teach demand generation best practices

Fearless Competitor

Buffer Demand Generation University - teaching demand generation best practices – announced today by Find New Customers. With so few salespeople making quota today and the poor quality of leads being  the problem that vexes most companies, Find New Customers today announced Demand Generation Universit y. What do you think of this site?

Demand Generation: Why Marketing Gets it Wrong and Sales Doesn’t Get It At All

ANNUITAS

A new report called The Reinvention of B2B Marketing , from eConsultancy shows there is still quite a disparity between B2B marketing and sales organizations.  The study reveals findings from a marketer’s point of view and states that, by and large, marketers do not feel valued in their organizations and that most organizations are “sales-led”. Blog B2B Marketing buyer''s journey.

Meagen Eisenberg, VP of Customer Marketing at DocuSign: Why “Buyer DNA” Effects Content for Demand Generation Programs [Podcast]

Crimson Marketing

Delivering “the right content to the right persona at the right time” could well be the mantra of the demand generation function of business today. VP of Customer Marketing and Demand Generation Meagen Eisenberg reveals the mindset, methods and marketing technology she uses to do it in this episode of Moneyball for Marketing. Demand Generation Podcasts

Marge Breya, Informatica’s EVP and CMO: How to Build a Successful Content Marketing System For Demand Generation [Podcast]

Crimson Marketing

One of the key changes in marketing in recent years is the advent of content marketing as a principal tool in demand generation. In this podcast, Marge shares how Informatica uses a content marketing system to develop a sales pipeline and the technical metrics the company uses to measure demand generation success. Demand Generation Podcasts

Why Companies Should Do SCORE BEFORE hiring Demand Generation Managers

Fearless Competitor

I believe SCORE will enable businesses to craft a world-class demand generation process, and get much better results, than hiring a demand generation manager first. Getting a documented best practice program is what, I think, most companies should do BEFORE hiring a demand generation manager. sales challenges That’s right. Love comments here.

Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]

Crimson Marketing

Your own website should be the cornerstone of your demand generation program, he adds—50% of your potential customers start there. Building blocks: Atri offers the example of Lego Education, the famous toymaker’s educational B2B division, and shares a glimpse at Lego’s sophisticated, holistic multi-channel demand generation strategy. Demand Generation Podcasts

SCORE Demand Generation strategy from Find New Customers fixes the sales leads problem

Fearless Competitor

Buffer B2B Demand Generation strategy called SCORE uses Innovative Methodology to Improve Qualified Sales Opportunities, Increase Conversion Rates and Win More Sales. “When I interviewed b2b demand generation expert Brian Carroll, he shared data that indicated the top challenge for BtoB sellers today is the lack of qualified sales leads.

The Old Demand Generation Model Versus The New

B2B Marketing Insider

Many Companies still feel that the optimal approach for generating revenue is to have the Account Executive be responsible for managing the data, hunting for prospects, qualifying the prospect, presenting and closing. Often these AE’s come with extensive sales training in various methodologies, none of which is prospecting or qualifying. Demand GenerationThe Result?

5 Keys to Revenue-Boosting Demand Generation

Marketing Action

This demolishing fervor has taken out two of the most venerable silos of the 20 th -century business world — the sales silo and the marketing silo. In its place, these silo slayers have created a new revenue beast — the demand generation department. This new revenue-first department is part sales and part marketing. But demand generation is complicated.