Driving Demand

Author: Carlos Hidalgo
Publisher: Springer
ISBN: 1137526807
Size: 45.90 MB
Format: PDF, ePub, Docs
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Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.

Driving Demand

Author: Carlos Hidalgo
Publisher: Palgrave Macmillan
ISBN: 9781137526786
Size: 31.64 MB
Format: PDF, Kindle
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The way that buyers buy products and services has been changing for years. Customers are more informed, aware of their choices and smarter about purchasing decisions. Companies that want to survive in this buyer-led digital age have to become much more customer focused or they will wither away. Author Carlos Hidalgo understands how companies need to change their marketing and sales functions to provide customers with information, service and relationship to make a smart purchasing choice. In Driving Demand Hidalgo provides a guidebook for companies that want to transform, but simply are perplexed by how to change. It is not enough to simply speak about 'change management' in an organization. Change management has to begin with a process that is first fully planned providing the details of how people, process, content, technology, and KPIs will be aligned throughout the organization to ensure a common demand generation approach that is federated across the organization. In this book, Hidalgo provides a prescriptive roadmap that organizations can follow to ensure that the changes that are made become part of the DNA of their organization. This ensures that true transformation occurs—doing things differently instead of just doing different things. As most B2B marketers lack the training and experience to adjust to the changing world around them and are either self-taught or learn as they go, this book highlights these features specifically for them: • A clear roadmap and framework on how B2B organizations can implement change management and transform their demand generation • Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change • Current research from industry experts and thought leaders that demonstrates the need for this change • The potential pitfalls that can occur within an organization as a demand process is developed • Organizational models that should be implemented to ensure demand process is adopted throughout the enterprise

Driving Demand

Author: Carlos Hidalgo
Publisher: Palgrave Macmillan
ISBN: 9781349559060
Size: 37.13 MB
Format: PDF, Docs
View: 1505
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Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.

The Complete Guide To B2b Marketing

Author: Kim Ann King
Publisher: Pearson Education
ISBN: 0134084640
Size: 66.62 MB
Format: PDF
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To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real. In The Complete Guide to B2B Marketing , King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to: Systematically assess your context and customer, via personas, profiles, and other powerful techniques Choose among today's panoply of marketing options, tools, and techniques Build a more agile B2B marketing organization, and link its goals more tightly to strategy More accurately estimate marketing spend and ROI Systematically optimize demand generation and many other key functions Leverage higher-value approaches to web/mobile, SEO, and customer community-building Gain more value from corporate standards and your creative services vendors Discover what worked and what didn't, and use this knowledge to improve more quickly You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable – whatever your company's size, product, service, or industry.

Manufacturing Demand

Author: David Lewis
Publisher: New Year Publishing
ISBN: 1935547372
Size: 49.50 MB
Format: PDF, Kindle
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Historically, the discipline of marketing has been heavily skewed toward a subjective art at the expense of a measurable science. But the days of hunches, intuitions, and incomplete or misleading perspectives are rapidly disappearing. Today, savvy marketers and forward-looking organizations are embracing innovative new models driven by cutting-edge technology and analytics to align sales and marketing, pinpoint (and respond to) customer needs, and achieve breakthrough revenue gains. In Manufacturing Demand, marketing guru David Lewis, CEO of DemandGen International, reveals the transformations taking place in marketing today, including the rise of the marketing geek and the emergence of the so-called fifth and sixth P s of marketing: Process and Programming. You ll learn about the key practices and principles of creating your demand-generation factory: buyer personas, the demand funnel, lead scoring, lead nurturing, and analytics. Plus, Manufacturing Demand presents plenty of actionable tips and recommendations as well as real-world case studies that showcase how leading companies are achieving tremendous results applying these principles of successful lead management. If you re ready to move into of the next generation of marketing, get ready to start Manufacturing Demand.

The Big Data Driven Business

Author: Russell Glass
Publisher: John Wiley & Sons
ISBN: 1118889800
Size: 49.79 MB
Format: PDF, Kindle
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Every corporation in the world is using big data to some degree. The winners in today's data-driven environment create cultures that embrace big data in order to outshine the competition. The Big Data-Driven Business shows what it takes to create a thriving business culture that has intense focus on the customer by analyzing data, by being open to the truths it reveals, and by having the guts to act on those conclusions in order to prevail in the marketplace. The benefits of big data are available to any company, any size, in any industry. In this vital resource, Russell Glass and Sean Callahan offer real-world examples that act as an invaluable guide to establish a system that gathers and analyzes the data being generated by customers for delivering insights and revealing opportunities that can't be realized any other way. Once an effective big data system is established, competitive advantage and outsized shareholder value are bound to follow. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Filled with compelling real-world examples, The Big Data-Driven Business clearly demonstrates how leading marketers embrace software platforms that include marketing automation software, customer relationship management systems, data management platforms, and analytics tools to help make sense of customer behavior. The most effective strategy ties together the elements of this software, which is known as the marketing stack. With this insight about the target market, not only can the marketing team serve relevant messages to the right people at the right time, it can also anticipate their needs and perhaps even create the products their customer base didn't even know it wanted. Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming a necessity for businesses that want to thrive. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.

The Fundamentals Of Business To Business Sales Marketing

Author: John M. Coe
Publisher: McGraw Hill Professional
ISBN: 0071408797
Size: 70.89 MB
Format: PDF
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This guide shows sales and marketing executive how to revamp their sales and marketing model and fully integrate the traditional methods of the salesman approach with the most effective and proven new technologies in order to meet the increasing revenue and margin demands.

Full Funnel Marketing

Author: Matt Heinz
Publisher: Heinz Marketing Press
ISBN: 9780615664507
Size: 15.76 MB
Format: PDF, ePub, Docs
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It's no longer enough for B2B marketers to feed their sales team with qualified leads, supply them with content and bid them good luck the rest of the way. Today's ?full funnel? marketers are actively working side-by-side with the sales team throughout every stage of the buying journey and sales process, embracing revenue responsibility and measuring their impact based on not just sales pipeline contribution but marketing influence on closed business and direct revenue growth.This expanded role for modern B2B marketing organizations is transforming how the function is viewed, prioritized and funded ? converting marketing from a cost center to a strategic profit center in companies big and small across all industries. This book is your guide to transforming your role, your team and your business with the Full Funnel Marketing approach. You'll find specific, tactical and pragmatic approaches to every facet of modern marketing success, including:? Helping your buyers challenge the status quo and engage? Establishing need and urgency to accelerate sales pipeline velocity? Coordinating sales and marketing activity to close more deals in less time? Accelerating the pace, volume and conversion of qualified sales opportunities? Much more

The B2b Social Media Book

Author: Kipp Bodnar
Publisher: John Wiley & Sons
ISBN: 1118214307
Size: 47.96 MB
Format: PDF, Kindle
View: 2013
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Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.