|Published:||August 24, 2012|
In today’s Web 2.0 environment the B2B marketer must adopt a buyer-centric approach and engage with this new buyer on his terms to be successful. B2B marketers must first stop selling and instead, create engaging content that ultimately drives meaningful dialogue that is highly relevant and well-timed with respect to the customer’s stage in the buying cycle. They must also build an automation-driven, always-on marketing operation to constantly monitor and proactively manage leads through all stages of maturity. This two-pronged approach is a pre-requisite for an effective, scalable and repeatable modern B2B demand generation program.
By adopting an operations mindset, demand generation becomes both scalable and repeatable. An operations mindset is a prerequisite for marketing automation. In this Viewpoint, Adam Needles, author of Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model, provides a framework for building a more effective demand generation program.
This ITSMA document is available at no charge (password required) to ITSMA member companies and for sale to nonmembers.
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