Driving demand 

 -  Palgrave Macmillan,  2015 
 - xvi + 204 p. ; 23 cm 
<br/><br/> transforming B2B marketing to meet the needs of the modern buyer 
<br/><br/>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.-- 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781137526786 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>HF COMMERCE
<br/><br/><label>Subjects--Topical Terms: </label><br/>Industrial marketing<br/>Marketing --Technological innovations<br/> Organizational change.