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Driving Demand

Author: Carlos Hidalgo
Publisher: Springer
ISBN: 1137526807
Size: 80.18 MB
Format: PDF, ePub, Mobi
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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: 37.96 MB
Format: PDF, Mobi
View: 1131
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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: 10.19 MB
Format: PDF
View: 2763
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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: 23.16 MB
Format: PDF, ePub
View: 1499
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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.

The Fundamentals Of Business To Business Sales Marketing

Author: John M. Coe
Publisher: McGraw Hill Professional
ISBN: 0071408797
Size: 55.20 MB
Format: PDF, ePub
View: 681
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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: 47.24 MB
Format: PDF, Mobi
View: 4959
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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 Big Data Driven Business

Author: Russell Glass
Publisher: John Wiley & Sons
ISBN: 1118889800
Size: 70.14 MB
Format: PDF
View: 5611
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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.

Hacking Marketing

Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183219
Size: 78.27 MB
Format: PDF
View: 3638
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Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Aligned To Achieve

Author: Tracy Eiler
Publisher: John Wiley & Sons
ISBN: 1119291798
Size: 38.22 MB
Format: PDF, ePub, Mobi
View: 6318
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A smart, practical guide to rocket-powered business growth Aligned to Achieve puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals. Misalignment between sales and marketing is an age-old problem—frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before. This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth. Understand the cost of misalignment and the driving forces behind it Learn strategies for improving your culture, process, leadership, and technology to initiate and support alignment Identify the best places to modify your sales and marketing programs to kickstart collaboration and cooperation between your teams Discover how other companies are uniting their sales and marketing teams into a single force for growth Walk away with practical advice on how to apply recommendation in the real world Misalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance—but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. Aligned to Achieve helps you identify and remove those obstacles, and build a culture of sustainable growth.