Does Demand Generation Really Generate Demand?

The Point

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.”. More often, marketing – or, more specifically: demand generation — captures engagement from someone either outright shopping for a product, or, at a minimum, feeling the particular pain that the marketer’s product can solve. Does Demand Generation Really Generate Demand?

B2B Demand Generation Best Practices: 10 Proven Ways to Improve Your Results

KoMarketing Associates

A few B2B marketing strategies did particularly well in 2020, and demand generation was one of them. For the marketers who were able to pivot quickly, many B2B demand generation best practices helped to ease the pain of 2020.


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Coming Soon: The 2019 ANNUITAS Demand Generation Performance Study


Revamping our Demand Generation Survey to Gauge How Effectively Marketing Helps to Grow the Business. We find this to be fascinating, as more and more of the work we do at ANNUITAS is due to C-level and sales leader frustration with marketing performance in and around Demand Generation. We touched on the topic here on the blog recently, when we asked What Type of CMO Do You Have?

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 . ” 91% generate 500 MQLs or less per month . ” To read all of the survey results and learn more, check out HubSpot’s ebook, The Demand Generation Benchmarks Report.

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. Marge Breya, EVP and CMO of data integration company Informatica and architect of the company’s marketing system, works on the front lines of these changes. 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.

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. On this episode of Moneyball for Marketing, Jim shares with us some of the initiatives that have helped Polycom measure and improve demand generation from the top to the bottom of the funnel, and explains how the results have led to a bigger strategic seat at the table for Marketing within his organization.

4 Steps for Getting Your 2013 Demand Generation Plan Going


I don’t know about you, but I’ll be spending the next few weeks, head down, coming up with a demand generation plan for 2013. Here’s the 4 step plan I’m using to build next year’s a demand generation plan. Perhaps you want to nail down a social demand generation strategy. As the CMO of Brightcove put it , “Strategy is about what we’re not going to do.”

Demand Gen Report: Televerde Appoints New Director Of Demand Generation


Televerde has named Deanna Ransom Director of Demand Generation and Sales Engineering. Keep reading at Demand Gen Report >>> The post Demand Gen Report: Televerde Appoints New Director Of Demand Generation appeared first on Televerde.

Demand Generation Maturity

Ledger Bennett

TAKE THE DEMAND GENERATION MATURITY INDEX SURVEY NOW In fact, I can’t even count the number of times a CMO has pressured timescales. For a journey that takes typically 3-years, most CMO’s request 3 quarters, with some aiming for 3 months. Greg Dorban Demand Generation Maturity. In order to guide conversations and manage expectations, we developed the Demand Generation Maturity Index. Four Key Areas of Demand Generation.

3 Demand Generation Trends to Watch in 2019


Adobe announced that consumer demand for personalized content reached an all-time high in 2018, a theme that underscored some of the most prominent trends of the year. Yet only a third of respondents reported having integrated their ABM strategy with their demand generation strategy, a missed opportunity to align common objectives and create an even greater impact. The post 3 Demand Generation Trends to Watch in 2019 appeared first on Annuitas.

Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation. Contrary to hyped notions of sales going away to wither in the desert – lead generation and the new label of demand generation are more important today than ever. The complicated answer is to say that the mindset towards demand generation needs to change.

7 Steps to Demand Generation Success


Similarly, your demand generation strategy has a shelf life. If don’t want to make your prospects sick with day-old demand gen, you need to revamp your strategy and work to ensure freshness. What will it take to generate demand in 2020? Is your demand gen strategy industry-specific? Considering that our modern digital landscape is ever-evolving (along with the preferences of your buyers), your demand generation strategy must be dynamic.

3 Mistakes to Avoid When Developing a Demand Generation Strategy


Well-intentioned CMO’s may find themselves signing for a fancy new marketing automation platform only to wake up 18 months later in the proverbial drip-campaign gutter with little memory of how they got there and little to no attributable revenue to show for it. 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.

What Type of CMO Do You Have?


It’s been a while since you’ve heard from the ANNUITAS blog– and we’re very pleased to be back – but we’ve spent the last year creating a lot of new content centered on helping our customers find the answer to a very specific question: What type of CMO do you have? Frustrations with Demand Generation. Lack of Trust in the CMO. Two Types of CMO. The Fournaise definition of an “ROI Marketer” stands up really well as a description of a Revenue-Focused CMO.

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The 3 Big Themes of Demand Generation [Video]


Demand generation might sound pretty wonky. Appropriately, the inaugural DemandCon event served many different demand generation dishes. Our own CMO, Brian Kardon , was in attendance. The quest for predictable revenue growth demands nothing less than a dramatic shift in methodologies. What your big demand generation topic? by Jesse Noyes | Tweet this. But any marketer can tell you it’s pretty wide ranging.

Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Tony Zambito

  This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation.  Buyer Trend: On A Quest to Be Demand Fulfilled. The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled.    What Must CEO’s, CMO’s, and CSO’s do?

Bring more innovation to your demand generation now


Do routinely look for ways to drive innovation with your demand generation approach? That’s why I interviewed Jeanne Hopkins ( @jeannehopkins ), CMO at on how marketers can bring more innovation to demand generation. I feel and have always felt, that my job is to generate revenue - Jeanne Hopkins Click To Tweet Driving more innovation with demand generation How did you start thinking differently to drive innovation with demand generation?

6 B2B Demand Gen Predictions for 2020

The Point

I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation. My personal demand gen predictions?

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Don’t Duct Tape Your Demand Generation Right Now: Adopt a Strategic Approach to Demand Marketing


The crisis that’s emerged from the coronavirus pandemic has forced B2B marketing teams to look at their demand programs in a new light, and an ugly truth has emerged. Only 21% said they are aligned with their sales counterparts in developing and measuring demand generation programs.

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Execute Your Vision: 6 Steps to Activate Your Demand Generation Plan

Heinz Marketing

Latané Conant (CMO at 6sense) in her new book No Forms. 6 Steps to Activate Your Demand Generation Plan. The post Execute Your Vision: 6 Steps to Activate Your Demand Generation Plan appeared first on Heinz Marketing.

Simple 8 Step Demand Generation Strategy [VIDEO]

Directive Agency

A lot of times, as B2B marketers, we struggle with how to generate demand for our product or service and how to generate leads. So today, we’re going to talk about a demand generation strategy that will not only generate demand but also leads. Step #1: Generate a very targeted list. It might be, in our case, the VP in marketing or the CMO. B2B Demand Generation

Transforming Your Demand Generation is More Than Improving Skills


One of the key areas of CMO-focus in response to this change has been to attempt to acquire the right skill set, a more modern marketing skill set. While acquiring the right skill set is proving to be a challenge for CMO’s, it is not the only place they should be focusing. So what is a CMO to do? One of the questions I often get when working with our clients on their Demand Process Transformation?

A Drink With Maria Pergolino, CMO at ActiveCampaign


The post A Drink With Maria Pergolino, CMO at ActiveCampaign appeared first on EverString. B2B Demand Generation Virtual Events

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A Drink With Dan Frohnen, CMO at Sendoso


The post A Drink With Dan Frohnen, CMO at Sendoso appeared first on EverString. B2B Demand Generation Virtual EventsThanks.

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What is a Demand Generation Platform and how does it differ from ABM?


As we talked about in the last post , I’m proposing a new way to think about account-based marketing (ABM) and how it relates to Demand Generation for 2020. You Need Engagement AND Demand Marketers are still left with a problem.

Is The CMO The Problem?


Blog B2B Marketing CEB CMO Demand Generation Strategy optimizing demand process perpetual revenue A 2012 IBM study reports, “52% of CMOs state they are unprepared for the expected level of complexity over the next five years.”.

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17 Demand Generation Stats Every CMO Needs to See


To find out how companies are generating demands for their brands and how successful they''ve been in these efforts, HubSpot and Qualtrics conducted a survey of 900 management-level marketers in North America and Europe. The results are included in our new ebook, The Demand Generation Benchmarks Report. To learn more, check out our new ebook, The Demand Generation Benchmarks Report. This post originally appeared on Agency Post.

CMO’s – It’s Time to Align. With Your CIO


Blog CIO CMO Demand Generation Strategy demand process marketing automation technology ecosystem The pressure for CMOs to demonstrate value and contribution to the business continues to increase.

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A 14-Point Credo for the B2B Demand Generation Samurai


Here is an insightful Infographic on the B2B Lead Generation Manifesto. B2B Demand Generation Credo—14 Principles to Live By. As CMO of your B2B enterprise, you have the power to become the Samurai—the honorable warrior who is dutiful to the organization, a leader of men, loyal unto death when it comes to upholding the values and promise of your brand. Here is my recommended 14-point Demand Generation Samurai Credo. .

Gearing up for Demand Generation Excellence at B2BMX


If you’re like us, you’ve locked in your marketing and demand generation plan for the year and your sales team has set their goals and expectations for a successful 2018. The event, being hosted by our friends at Demand Gen Report from February 19 – 21 in Scottsdale, AZ at the Fairmont Princess Resort, is far more than an opportunity to enjoy sunny skies and great networking. Speakers: Michelle Cirocco and Tracy Eiler, CMO, InsideView. That’s right.

Demand Generation & Marketing Strategy with Unisys


Ziff Davis B2B, a j2 Global company and leader in B2B demand generation, is continuing thought leadership series on Demand Generation is expanding to include Marketing Strategy. The company published an in depth interview with Cheryl Rodness, Global Vice President Revenue Generation for Unisys (UIS – NYSE). In early July, Ziff Davis B2B began publishing a five-part series based on interviews with Ann Sung Ruckstuhl, CMO for Unisys.

CMO Spotlight: Judith Sim, CMO, Oracle Corp.


states Judith Sim, CMO of Oracle Corp. In this next edition of the CMO Spotlight, I have summarized Sim’s viewpoint on the changing industry landscape and key takeaways from a demand generation perspective. On-the-go customers want on demand service. Your B2B demand generation efforts must take into account the cross-channel, multi-point and multi-interaction scenario that buyers are experiencing today. “Social marketing has changed everything”.

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B2B Demand Generation: Expert-Driven Insights in 2018

Launch Marketing

As B2B demand generation and buyer behavior continue to evolve, engaging your buyers requires various strategies, tactics and tools. As shared by CMO of CS Disco Neil Etheridge and Hive9 CEO Darin Hicks, sales and marketing teams must be in sync with one another to be successful. Because tech analysts and influencers are seen as industry experts and thought leaders, they can spark conversations among peers to generate interest and awareness in your solution.

How A CMO Uses Storytelling To Engage Audiences


Jeremy Duerksen is CMO at Peaksware. What we did talk about, however was things like storytelling, email, demand gen, data and more. Olenski: How do you define Demand Generation? Duerksen : Demand Generation is anticipating and responding to the needs of a target market with tactics aligned with product, sales and support to enlist customer advocacy and enable inbound discovery. Olenski : What are some examples of demand gen tactics Peaksware uses today?

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Business Leaders Not Satisfied with Marketing Success Metrics


Preliminary Findings from the ANNUITAS 2019 Demand Generation Performance Survey. Receive a copy of the ANNUITAS 2019 Demand Generation Performance Survey when it becomes available by clicking here. Most of our ANNUITAS Perpetual Demand Generation® work was being requested by C-level and Sales leaders with revenue responsibility – not CMOs, as we had previously suspected – and they are frustrated with Marketing’s performance in and around Demand Generation.

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Giles House, CallidusCloud’s Sr. VP & CMO: How Marketing Can Work With Sales to Increase Revenue

Crimson Marketing

It used to be enough that Marketing departments generated leads and handed them off to Sales. VP & CMO: How Marketing Can Work With Sales to Increase Revenue appeared first on Crimson Marketing. Demand Generation Podcasts The responsibilities and activities of Marketing and Sales departments lived in uniquely different worlds. The post Giles House, CallidusCloud’s Sr.

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The Future of Demand Generation & What It Means for B2B Marketers


This was a key takeaway from the Content Marketing Institute’s (CMI) “Future of Demand Generation” virtual roundtable led by CMI’s Chief Strategy Advisor, Robert Rose. Integrate’s CMO, Scott Vaughan , joined Mathew Sweezey , Head of Thought Leadership at Salesforce , and Sangram Vajre , Co-Founder of Terminus , for 45 minutes of B2B marketing real-talk. The Current State of B2B Marketing & Demand Generation. The Bottomline on the Future of Demand Generation.