HOW to design and execute demand generation that delivers results in this new buying paradigm
WHICH demand generation tools are being used by B2B Technology companies in 2017
WHAT skills and competencies are necessary for a high-performing demand generation team
B2B buying is becoming increasingly complex. The number of influencers, decision makers and stakeholders involved in the process is one driver of this. It’s further compounded by today’s multiplicity of marketing communications channels.
Central to becoming a trusted source is understanding the needs of your audience – and increasingly data is being leveraged by progressive publishers to understand and pre-empt their readers’ unique informational needs and build B2B media brands with consumer appeal.
The secret is to align your approach to various channels, touchpoints and moments in time. Each interaction with your audience – be it customer, prospect or influencer – should be based on insight, tailored to the individual and deliver an impact. Building a demand generation practice that can do this integrates data, technology, people and tactics. It leverages insight to improve targeting and messaging, and it’s optimized to deliver real, measurable impact to your pipeline.