Driving Demand [recurso electrónico] : Transforming B2B Marketing to Meet the Needs of the Modern Buyer

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. Front Matter....Pages i-xvi The Issues with Modern Demand Generation....Pages 1-15 Leading Demand Process Transformation....Pages 17-31 Why Transformation Fails....Pages 33-46 Action Does Not Equal Change....Pages 47-59 Changing the Marketing and Sales Mind-set....Pages 61-74 Aligning Content to Your Buyer....Pages 75-89 Adapting the Lead Management Process....Pages 91-104 Measuring for Success....Pages 105-119 Optimizing Data and Technology....Pages 121-132 Creating an Outcome: Accountable Culture....Pages 133-146 Managing People through Change....Pages 147-160 The Need for Change....Pages 161-169 Change Ahead....Pages 171-182 Demand Process Glossary....Pages 183-189 Back Matter....Pages 191-204