Driving Demand
Transforming B2B Marketing to Meet the Needs of the Modern Buyer
Published on 24. April 2016
Book
Paperback/Softback
204 pages
978-1-349-55906-0 (ISBN)
Description
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.
More details
Edition
2015 ed.
Language
English
Place of publication
New York
United States
Product notice
Paperback (trade)
Unsewn / adhesive bound
Illustrations
Bibliography
Dimensions
Height: 235 mm
Width: 155 mm
ISBN-13
978-1-349-55906-0 (9781349559060)
DOI
10.1057/9781137526809
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
11/2015
Palgrave MacMillan
€53.49
Available for download
Book
10/2015
Palgrave MacMillan
€53.49
Shipment within 10-20 days
Content
1. The Issues That Exist With Modern Demand Generation
2. Leading Demand Process Transformation
3. Why Transformations Fails
4. Action Does Not Equal Change
5. Changing the Marketing & Sales Mindset
6. Aligning Content to Your Buyer
7. Adapting the Lead Management Process
8. Measuring for Success
9. Optimizing Data and Technology
10. Creating an Outcome - Accountable Culture
11. Managing People Through Change
12. The Need For Change in Demand Generation
13. Change Ahead
14. Demand Generation Glossary
2. Leading Demand Process Transformation
3. Why Transformations Fails
4. Action Does Not Equal Change
5. Changing the Marketing & Sales Mindset
6. Aligning Content to Your Buyer
7. Adapting the Lead Management Process
8. Measuring for Success
9. Optimizing Data and Technology
10. Creating an Outcome - Accountable Culture
11. Managing People Through Change
12. The Need For Change in Demand Generation
13. Change Ahead
14. Demand Generation Glossary