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. Yes, many companies are seeing lower returns from traditional demand gen.

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. Strategic demand generation also seeks to educate buyers.

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. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions.

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.

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.

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.

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.

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 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. This is no slight to the technology vendors. Blog 2015 buyer's perspective Demand Generation Strategy lessons learned

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. Demand generation requires more strategy, time, and commitment.

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. There is no cold calling in a holistic, buyer-centric Demand Generation Strategy.

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. But chatbots aren’t going to replace forms any more than Account-Based Marketing (ABM) has replaced funnel-based demand gen.

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. Perhaps a section of your demand generation framework would look something like this: Publish Content – Share Content – Track Conversions – Nurture Leads into Sales Funnel.

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.

Connecting the Dots Between Social Media & Demand Generation

Modern Marketing

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. Early Stage: Drive traffic to demand gen content via social media.

5 Keys to Revenue-Boosting Demand Generation

Marketing Action

In its place, these silo slayers have created a new revenue beast — the demand generation department. Demand generation is revolutionizing how some of the world’s largest companies ramp up their revenue. But demand generation is complicated.

Demand Generation Strategies & Lead Management Processes First

ViewPoint

Lack of clarity and erroneous assumptions about demand generation, lead management and marketing automation are effectively addressed in two recent Software Advice whiteboard videos by Carlos Hidalgo, CEO, Annuitas Group , and Executive Director, Marketing Automation Institute.

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. We love events …attending them at least.

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

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. Demand Generation

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. Demand generation generates that interest.

The (Almost) Lost Art of Listening in Demand Generation

ANNUITAS

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. Well, a lot of us do.

4 Steps for Getting Your 2013 Demand Generation Plan Going

Modern Marketing

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?

Perspective on the B2B Demand Generation Benchmark Survey Report

KoMarketing Associates

Last October, KoMarketing Associates announced the launch of research consultancy Software Advice’s B2B Demand Generation Benchmark Survey. Four of the top 10 tactics for generating high quality leads are more traditional (non-digital).

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.

4 Ways to Manage Change Management For Successful Demand Generation

Modern Marketing

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?

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.

Avoiding The Predictive Analytics #Fail In Demand Generation

ANNUITAS

*This post first ran in Demand Gen Report , April 19, 2016. We’re all running at the shiny object but not really thinking through what it means to really build and leverage predictive analytics as a component of outcome-based demand generation.

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.

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.

5 Signs to Qualify Your Demand Generation Play

LEADership

Despite all the research, trends analyses and best practice sharing, a majority of B2B marketers struggle to determine what the most effective demand generation plays are. FOUNDATION IS SHAKY : For demand generation strategy to work seamlessly, you need a strong foundation.

Demand Generation & Marketing Strategy with Unisys

emedia

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). Thought Leadership in demand generation is a key to the success of Ziff Davis and its customers.

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. Here are some of the best demand generation strategies that you can use in 2018.

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

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.

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

5 Ways to Make the Most of Your Demand Generation Efforts

PureB2B

After countless conversations with demand generation marketers, it is apparent they are being held to the fire for “better leads” that convert higher and show more signs of being in marker. Generating Leadership and Educational Focused Content. B2B Lead 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.

B2B: Your Demand Generation Problems, and What To Do About Them

Marketing Action

Demand generation is a perpetual process, not a series of campaigns, says Carlos Hidalgo, CEO of Annuitas and presenter of the webinar “ Taking a Strategic Approach to Demand Generation.” Our modern B2B demand generation pain points. Demand process.

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

Integrate

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. The Current State of B2B Marketing & Demand Generation. Marketing Leadership Demand Marketing