Why Demand Process Stewardship Is the Secret Sauce for Successful, Modern B2B Demand Generation

A few weeks ago, I published a series of blog posts that ask the question, “Why don’t marketing leaders manage ‘demand’ as an operational process.”  I noted the core challenge for many B2B marketing leaders is we simply do not build, manage or optimize demand “… as an operational, repeatable and sustainable process.”  Sure we [...]

Read Full Post »

Column: Why Demand Generation Shouldn’t Be Focused on Marketing Qualified Leads

My latest column on DemandGen Report, “Why Demand Generation Shouldn’t Be Focused on Marketing Qualified Leads,” appeared today. It opens: We’re at a crossroads in modern B2B demand generation. Fifty-eight percent of marketing automation adopters cite “generate more leads” as a key motivator, according to Gleanster.  Similarly, 78% of B2B marketers report “generating high quality [...]

Read Full Post »

Why Don’t Marketing Leaders Manage ‘Demand’ as an Operational Process? (2 of 2)

This week I’m publishing a two-part blog series.  This series takes a look at the challenge marketing leaders face in managing demand as an operational process.  The first post presented an introduction to the topic and examined the issue of tracking B2B buyer behavior.  The second post, today, looks at the fundamental issue of B2B [...]

Read Full Post »

Why Don’t Marketing Leaders Manage ‘Demand’ as an Operational Process? (1 of 2)

This week I’m publishing a two-part blog series.  This series takes a look at the challenge marketing leaders face in managing demand as an operational process.  The first post, today, presents an introduction to the topic and examines the issue of tracking B2B buyer behavior. ~ABN I open Balancing the Demand Equation by commenting, “Modern [...]

Read Full Post »

Balancing the Demand Equation Available September 19

I’ve written a number of blog posts over the last two years referencing my B2B demand generation strategy book project, and — as a number of you have noted — I’ve been much-to-quiet over the past five months. With good reason (as I’ve been hard at work finishing this project up), but no more.  I’m [...]

Read Full Post »

A Layered Approach to Lead Nurturing in B2B Demand Generation (LBM)

A little over a week ago I dug into an important topic on the Left Brain Marketing DemandGen (r)Evolution blog.  How can we improve our approach to lead nurturing as B2B marketers, and in doing so, how can we improve the effectiveness of our B2B demand generation programs? Despite increasing adoption of marketing automation technology, [...]

Read Full Post »

Revising Our Demand Generation Definition as B2B Marketers (LBM)

This post is a summary with a link to Adam Needles’ recent post on the new Left Brain Marketing DemandGen (r)Evolution blog. The post examines the issue of what we as B2B marketers mean by ‘demand generation’ and explores why there is so much disconnect around the current definition and scope of demand generation.

Read Full Post »

The Unspoken ‘Real State’ of Modern B2B Demand Generation 4 of 4: Our Lack of Buyer Focus

This is the final post in a four-part series on B2B demand generation today. Parts two through four examine the three major challenges facing B2B demand generation today. Part four highlights our ongoing failure to consistently place the B2B buyer at the center of our deand generation planning.

Read Full Post »

The Unspoken ‘Real State’ of Modern B2B Demand Generation 3 of 4: Disconnect Between Tactics and Revenue

This is the third in a four-part series on B2B demand generation today. Parts two through four examine the three major challenges facing B2B demand generation today. Part three looks at the second challenge — exploring our continuing struggle as maketers to link marketing tactics to revenue outcomes.

Read Full Post »

B2B Content Marketing Strategy and Practice Is Steaming Full-speed-ahead. Are You Onboard? (DG)

Adam Needles highlights his latest post to the Silverpop Demand Generation blog — one that looks at the next phase of dialogue around content marketing for B2B demand generation.

This post analyzes three emerging dialogue threads around content marketing, its integration with marketing automation and its role in modern, buyer-centric B2B demand generation.

These threads are: building out the new era of dynamic, buyer-driven content marketing campaigns; closing the loop so that it’s clear what content has impact and how to tune your content mix; and developing the right skill set and building the right team to effectively manage your B2B organization’s content marketing ‘machine.’

Read Full Post »

Index of My B2B Marketing Posts Over the Last 12 Months

Index of B2B marketing blog posts by A. Needles on Propelling Brands and other sites over the last 12 months.

Read Full Post »

What’s Behind the Rise of Content Marketing?

Adam Needles examines the dynamics driving the emergence of content marketing as a new B2B marketing discipline.

Read Full Post »