Driving Demand: Transforming B2B Marketing to Meet the Needs by Carlos Hidalgo

By Carlos Hidalgo

Carlos Hidalgo presents a transparent roadmap and framework on how B2B companies can enforce switch administration and rework their call for iteration. Case reviews and excerpts from B2B advertising and marketing practitioners and ANNUITAS consumers who've remodeled their agencies and the way they comprehensive this alteration are included during the publication.

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Extra info for Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer

Example text

Implement metrics that could show the ROI from marketing’s investment. Before we could begin implementing this new process, however, we had to gather some data that would inform the approach and the development of the global process we were charged with implementing. As part of the data gathering, interviews were conducted with various departments, including Information Technology (IT,) directors of marketing, sales managers, sales reps, channel managers, and others. We needed access to various sales and marketing systems and had to be able to pull reports from them.

Pride of ownership can quickly become a roadblock in many organizations. Teams working hard and doing what they believe is the right thing for their business can still have a hard time hearing that not all of their work and effort is contributing to revenue as much as they thought it would or could. In order for transformation to be successful, the people involved must understand that not all of what has been done in the past will be effective going forward. There will be situations of people having worked hard to accomplish something, having invested effort, and being proud of the final product, a product that needs to be left behind.

In the course of a few conversations and meetings with others in the organization, we were able to show the executives 50 ● Driving Demand that simply having a platform would not help them improve the value of their marketing activities and would certainly not lead to any change. Many of the B2B marketers I deal with talk about lacking the time to accomplish the tasks at hand. ” Over half of the attendees raised their hands. After the session, one of the attendees told me, “I was so relieved to see all of the other hands go up when you asked that question.

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