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

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3.76  ·  Rating details ·  68 ratings  ·  3 reviews
The way that buyers buy products and services has been changing for years. Customers are more informed, aware of their choices and smarter about purchasing decisions. Companies that want to survive in this buyer-led digital age have to become much more customer focused or they will wither away. Author Carlos Hidalgo understands how companies need to change their marketing ...more
Hardcover, 224 pages
Published October 20th 2015 by Palgrave Macmillan
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Carlos Hidalgo Today, most B2B marketers lack the training and experience to adjust to the changing world around them and are either self-taught or learn as they go.…moreToday, most B2B marketers lack the training and experience to adjust to the changing world around them and are either self-taught or learn as they go. Driving Demand provides a clear roadmap and framework on how B2B organizations can implement change management and transform their marketing practices – turning the demand function into a real ROI engine for the company.(less)

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Ahmad hosseini
Sep 26, 2017 rated it liked it
Recommends it for: managers, marketers
Shelves: management, content
Content marketing in B2B business is a challenge. This challenge is much bigger for big corporations where content, marketing and sales team work separately. This book is a suitable guideline for marketers and leaders in big corporation that can help them deal with these challenges and make changes.
This book provides the information on how to change the people, process, content, and technology in order to effectively drive demand, maximize budget, optimize technology and resources, and have a g
...more
John Doyle
Nov 15, 2015 rated it really liked it
Shelves: business
The days when companies controlled messages and their buyers' purchasing processes are over. Most enterprise buyers develop intent based on independent research (e.g. google, blogs, professional orgs etc) before ever speaking to a sales rep. Marketers must develop relevant, substantive content targeted at each stage of buyers' research and decision-making process. Driving Demand offers a roadmap of activities and KPIs to improve effectiveness of lead gen, nurturing, and conversion activities in ...more
Peter
Dec 15, 2016 rated it it was amazing  ·  review of another edition
Realistic Demand Generation Integration Overview

Great demand generation strategy book.

Addresses the benefits and challenges of integrating demand generation strategy into your company. It includes solutions in communicating with stakeholders, the necessary workflows, and what it takes to pull together a working Demand Generation system. Especially find the list of metrics per journey stage to be helpful.


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Carlos Hidalgo is a “serial entrepreneur”. During the span of his 25-year career Hidalgo has served in two non-profit organizations, led global marketing teams in two enterprise software companies and founded two consulting agencies.

In addition to his various roles, Hidalgo is the author of "Driving Demand", one of the Top 5 Marketing Books of all time according to Book Authority.

He is also a ma
...more

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