Driving demand
Driving demand
- Palgrave Macmillan, 2015
- xvi + 204 p. ; 23 cm
transforming B2B marketing to meet the needs of the modern buyer
The issues that exist with modern demand generation Leading demand process transformation-- Why transformations fails-- Action does not equal change-- Changing the marketing & sales mindset-- Aligning content to your buyer-- Adapting the lead management process-- Measuring for success-- Optimizing data and technology-- Creating an outcome : accountable culture-- Managing people through change-- The need for change in demand generation-- Change ahead-- Demand generation glossary.--
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.
9781137526786
HF COMMERCE
Industrial marketing
Marketing --Technological innovations
Organizational change.
transforming B2B marketing to meet the needs of the modern buyer
The issues that exist with modern demand generation Leading demand process transformation-- Why transformations fails-- Action does not equal change-- Changing the marketing & sales mindset-- Aligning content to your buyer-- Adapting the lead management process-- Measuring for success-- Optimizing data and technology-- Creating an outcome : accountable culture-- Managing people through change-- The need for change in demand generation-- Change ahead-- Demand generation glossary.--
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.
9781137526786
HF COMMERCE
Industrial marketing
Marketing --Technological innovations
Organizational change.
