Why a Hybrid Demand Generation Model is More Important than Ever

The Point

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. Maintain ABM campaigns and continue to generate awareness and engagement at identified target accounts.

In Defense of Demand Generation in the Age of ABM

The Point

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). Yes, many companies are seeing lower returns from traditional demand gen.

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Executive Insights: World-Class Demand Generation and Corporate Social Responsibility Converge at Televerde

Marketing Insider Group

Probably the most significant is the importance of strategic demand generation and the value of great B2B marketing , supported by data- and insights-driven decision making. Truly a “lead generation machine”! I have learned quite a bit in my nearly 30+ year marketing career.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. I revisited that data today, adding a few new vendors and dropping some of the very minor ones.

Vendor 158

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering.

Why Demand Generation Should Be Perpetual

ANNUITAS

This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to demand generation. There was a lot of information to be reviewed from the responses, but once again, what aspect stood out was the tactical approach that marketers are taking to demand generation. Strategic demand generation also seeks to educate buyers.

Connecting the Dots Between Social Media & Demand Generation

Oracle

by Jesse Noyes | Tweet this Today’s blog post comes courtesy of Carmen Hill, of Babcock & Jenkins, an Eloqua partner and B2B marketing integrated agency focused on demand generation and pipeline acceleration. She’s also a contributor the Grande Guide to Social Demand Generation. Too often, different marketing functions operate in their own little silos—demand generation isn’t supposed to play on the social playground and vice versa.

4 Steps for Getting Your 2013 Demand Generation Plan Going

Oracle

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. Some of the things I look at are the performance of channels; what is the impact of a third-party vendor versus social media?

Demand Generation Blogs Continued

LeadSloth

In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. This is an leading online magazine for Marketing Automaton, which features vendor information, news articles a job board and more. This blog provides a strategic perspective on the demand generation process.

Top-10 Demand Generation Vendor Blogs

LeadSloth

In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly. Reachforce publishes almost daily Lead Generation tips.

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-.

3 Demand Generation Trends to Watch in 2019

ANNUITAS

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.

4 Ways to Manage Change Management For Successful Demand Generation

Oracle

Carlos is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand Transformation? As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand? The buying process has undergone a radical shift with the common knowledge of (insert your desired percentage here) of how far the buyer is through their buying process before engaging with a vendor.

Metadata.io Closes Record Year As Market for Autonomous Demand Generation Surges

Metadata

The momentum and uptick in company growth can be attributed to sophisticated B2B marketers embracing growth-focused demand generation technologies, and autonomous marketing operations as a vehicle for scale.

Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. According to Carlos, Demand Generation has two goals: Filling the funnel.

A Structured Approach to Demand Generation Analytics

ANNUITAS

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. Demand generation leaders know it’s not true, though. 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 ? Successful demand generation analytics must bridge the two.

Lights, Camera, Action: Video for Demand Generation

SmartBug Media

Here are six reasons why you need to start using video in your demand generation efforts right now. The modern lifestyle makes it hard to thoroughly read long product descriptions or spend hours researching different vendor options. Video preference in consumers should be a driving force to start adding video strategy to your content marketing and demand generation efforts. Start adding video to your demand generation efforts before you get left behind!

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. The table below presents a reasonably comprehensive list of demand generation (a.k.a.

Demand Generation: 20 Ways to Sell Cloud BI Solutions

Unbound B2B

A great strategy is to market your company as a cloud marketer, instead of being just another vendor. Storytelling as a Lead Generation Strategy. Engaging Email Campaigns for Software Lead Generation. Engaging email campaigns should be part of a larger software lead generation strategy to fill the gaps resulting from inbound. Employing the Services of a Lead Generation Service. Lead generation B2B Marketing BI solutions Demand generation

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. As Carlos Hidalgo explains in his book, Driving Demand , marketing leaders have to carefully shape attitudes by doing the following things: Look for the bright spots – call out what has been done right, not just what has been done wrong. This is no slight to the technology vendors. Blog 2015 buyer's perspective Demand Generation Strategy lessons learne

Make Content Syndication the Core of Your 2H Demand Generation Plan

PureB2B

Here’s why it should be the foundation of your 2H: Inbound lead generation challenges are on the rise: On average, inbound lead traffic to B2B technology companies’ websites has declined by more than 40% since 2010. B2B Content Syndication PureB2B Demand Generation Marketing

Make Content Syndication the Core of Your 2H Demand Generation Plan

PureB2B

Here’s why it should be the foundation of your 2H: Inbound lead generation challenges are on the rise: On average, inbound lead traffic to B2B technology companies’ websites has declined by more than 40% since 2010. B2B Content Syndication PureB2B Demand Generation Marketing

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

ANNUITAS

This kind of thinking, the kind that stops to discuss, “are we a sales or marketing led organization” is one of the key reasons why most organizations struggle with demand generation success today. Companies need to dispense with the discussion of what internal department has more sway and begin looking to align around a buyer-centric demand plan with the goal of creating perpetual demand and improving customer lifetime value.

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

ANNUITAS

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.

Demand 151

7 B2B Demand Generation Myths to Guide Your 2019 Strategy

SnapApp

In the same way, if you tried to build a B2B demand generation strategy based on faulty assumptions–or outright myths–you’d probably fail, too. Demand generation marketers, in particular, have a patchwork of myths to work through. The more pitfalls you can avoid as you plan a B2B demand strategy, the better. So here’s your shortcut around the most prevalent demand generation myths. Demand generation generates interest in your products or services.

Lead Generation or Demand Generation? It’s All Just Content Marketing!

Marketing Insider Group

Last week, Eric Wittlake (@ wittlake ) wrote a great post called Lead Generation is Crippling Demand Generation where he argued that these two marketing activities were working against each other due to the different outcomes each is trying to achieve. So instead of lead generation or demand generation , content marketing might be the term to use. The direct outcome of lead generation is new contacts available for sales or marketing.

More on Web Traffic Rankings for Demand Generation Vendors

Customer Experience Matrix

Last week’s post on Web traffic rankings of demand generation vendors generated a couple of private responses from vendors, pointing out that the Alexa statistics include traffic to operational subdomains for client landing pages and user log-in. But different products work differently*, so figures for some vendors include landing page traffic while figures for other vendors do not.

Vendor 120

Sourcing Content Syndication Vendors [Research Tips Included]

PureB2B

So, it’s worth asking, do I need a content syndication vendor to do this for me? Will that vendor/ partner make my job easier, or can I do this on my own? This can create vendor fatigue over time. B2B Content Marketing B2B Content Syndication PureB2B Demand Generation Marketing

Is it Time to Add Chatbots to Your Demand Generation Engine?

The Point

However, the more I learn about chatbots, the more I get excited about their potential for B2B marketing, and demand generation. Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale.

How to do Account-Based Marketing for Demand Generation in 2020

Metadata

Both demand generation and account-based marketing (ABM) are as old as marketing itself: after all, somewhere around 90 percent of marketing is generating demand. And what is the best way to execute ABM for demand generation in 2020?

Techniques and tactics for robust demand generation management

NuSpark

. Demand generation is the process marketers employ to make clients want to buy their product or service. This differs from lead generation, which is intended to make people want information about your offering. Demand Generation Tactics and Techniques. A robust, successful demand generation program requires several primary tactics, which include: 1. A quality website is vital for generating demand.

Your Best Demand Generation Practices for 2018

Navigate the Channel

The new buzzword for improving interest in your products and services is demand generation , which is fast becoming a vital metric for many companies. Not only does good demand generation help the supply chain, it also leads to happier customers and more alignment between sales and marketing. Here are some of the best demand generation strategies that you can use in 2018. Your marketers need the same sort of vision in order to increase demand generation.

Demand Generation Vendors Offer Few Social Media Applications

Customer Experience Matrix

Summary: marketing vendors offer several types of social media applications. Treehouse Interactive just introduced a “talk it up” feature that embeds “share this” buttons in Treehouse-generated Web pages and emails. CRM vendor RightNow offers something similar under the label of Cloud Links. - InsideView is already integrated with major CRM vendors and with the Marketbright demand generation system.

Comparing Demand Generation Systems

Customer Experience Matrix

Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems. But, as I think I wrote in a comment since then, I now believe the best approach is to define several applications and score the vendors in terms of their suitability for each. Outbound campaigns: generate mass emails to internal or imported lists and manage responses.

B2B Events – What Does Demand Generation Have to Do with It?

ANNUITAS

Great until you come back to the office and have 200 emails and voice mails from people (vendors) you have not met. The idea behind integrating events into an overall Demand Generation Strategy is something that most marketers believe in. How to integrate events into a Demand Generation Strategy? Demand Generation Strategy: A fully integrated Demand Generation Strategy has to be multi-channel as buyers often times consume content in a variety of ways.

Demand Generation Marketing: A Catalyst for Professional Services High Growth

Hinge Marketing

I would recommend demand generation programs and activities. B2B Demand Generation Versus Lead Generation. I am not talking about lead generation—although that effort is very important as well. I see lead generation as those activities that collect information on target audiences and then uses that information to convert those audiences into some volume of leads. I see lead generation as an important subcomponent of demand generation.

Building a Marketing Technology Stack for Your Demand Generation Efforts

NuSpark

Demand generation is about more than just delivering sales-ready leads for products or services. Generating demand in the account-based marketing environment isn’t a process you should leave to chance, but one that requires a concerted, coordinated effort to optimize available data and insights. Perhaps a section of your demand generation framework would look something like this: Publish Content – Share Content – Track Conversions – Nurture Leads into Sales Funnel.