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Posts Tagged ‘Buyer 2.0’

On September 19, my first book, Balancing the Demand Equation:  The Elements of a Successful, Modern B2B Demand Generation Model, was released on Amazon.

I can honestly say it was a very cool moment in my own personal and professional life, and I am thankful for so many who have helped make this project a reality over the past two-plus years.

So nearly 30 days later, how’s it going?

As background, I wrote the book to help fellow B2B marketers understand and succeed in a challenging modern demand generation environment – a topic I’m obviously passionate about and have been speaking and writing about now for several years. It covers how and why B2B marketing has changed in a Web 2.0 environment, and it provides a framework for building and operationalizing a ‘successful, modern B2B demand generation model.’  (BTW, to download a more-detailed summary of the book and its table of contents, click here.)

Literally, I wrote the book on B2B demand generation that I believed wasn’t out there — but needed to be!

I’m thus happy to report that the book has been well-received by the very B2B marketing community it was written for, with strong early sales and some fantastic initial reviews.

But no book release is without its ups and downs.  I’ve had my fair share of supply-chain issues and I’m sure I have frustrated a few people who have tried to order the book.  (And for that I apologize.)  Yet I can’t complain; that’s what happens when your book becomes a top-five bestseller on Amazon!  (Read:  Selling out can be a good problem to have.)

So given all that’s happened in the last 30 days, I thought I’d do a quick round-up and share some highlights, as well as providing an update on availability of the book.

Initial Reviews

Initial reviews have been fantastic.  In fact, I’m humbled by what a number of colleagues in the B2B marketing / marketing technology / demand generation world have written about my book, and I wanted to share their comments with you below:

Ardath Albee (Twitter: @ardath421), Author, eMarketing Strategies for the Complex Sale, wrote on her Marketing Interactions blog:

The simplicity of his approach is admirable. … It’s both strategic enough to help you think through the issues and tactical enough to help you actually do something meaningful to address them.

David Raab (Twitter: @draab), industry analyst and Author, The Marketing Performance Measurement Toolkit, wrote on his Customer Experience Matrix blog:

Adam Needles’ new book Balancing the Demand Equation closes the gap. … Consider this a guidebook for how to play the game and win.

Anand Thaker (Twitter: @AnandThaker), a marketing operations strategist and former colleague of mine at Silverpop, wrote on his Marketing Technology blog:

Balancing the Demand Equation is about the changing B2B environment where relevancy and efficiency matter most, but marketers are currently unable to deliver.

Scott Brinker (Twitter: @chiefmartec), President and CTO of ion interactive, wrote on his Chief Marketing Technologist blog:

I’ve been a fan of Adam’s for many years … he’s a master mechanic of modern marketing engines. … For the mere price of a book, it’s a bargain to tap into Adam’s experienced and inspiring thinking on these topics.

And these write-ups come on the heels of some already strong reviews, highlighted on the back cover of the book, which I shared a few weeks ago.

Again, I’m humbled, and my sincerest thanks to Ardath, David, Anand and Scott for taking the time to read and review my book.

Availability Update

While I’ve had great luck with such fantastic reviews, I can’t say the same about the supply chain side of things.

What can I say — and without getting into the details — is that within a very short time of my book being released, it was sold out and unavailable, and it took about two weeks to get back to a point where the book was consistently available via Amazon. The good news is that we’ve finally got things dialed with the printer, and we’ve been able to consistently keep the book available for the last week or two.

I obviously want to apologize to anyone who had a bad experience getting early copies; hopefully, that will not happen again.

So where can you get a copy of Balancing the Demand Equation at this point?

  • Hardcopy:  It is available in hardcopy format on both Amazon and Barnes & Noble.
  • Electronic version:  It is available in electronic format on Nook.  (And stay tuned as I hope to announce Kindle and iBook versions very soon.)

Amazon Bestseller!!!

Perhaps the most exciting development over the first thirty days is that my book hit Amazon top-five bestseller status in more than one marketing category.

Below is a snapshot of its ranking on October 11 … just a few days ago and probably the best day of sales yet:

So that’s the scoop!

All-in-all, a great first thirty days as an author.

I’m really excited by how the book has been received so far, and I look forward to sharing it with more B2B marketers over the coming weeks and months.  I also look forward to additional feedback as others read the book.  Let me know what you think!

Finally, thanks to so many people for supporting me in this endeavor.  Writing a book is not a solo activity.  I’ve acknowledged a number of people in the front of my book, but I want to once again say thanks to that group and to the broader network that has helped make this a reality.

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I’m excited to share that my new book, Balancing the Demand Equation, is being released on Amazon a week from this Monday on September 19.  (BTW:  You can pre-order your copy on Amazon by clicking here.)

The inspiration for the book is literally the years spent as a B2B marketer saying to myself, “There’s got to be a better way.”  And so I wrote the book as a modern handbook for B2B marketers to navigate the complex, new world of Buyer 2.0, sales/marketing alignment and marketing automation.

The book provides a framework to help B2B marketers transform their demand generation approach – moving from a legacy of batch-and-blast mass marketing and of reactive ‘sales support’ to a new state of building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations.

Click here to download a PDF overview of the book and its table of contents.

I’m also excited to share some early reviews of the book by some pretty well-respected names in the marketing and sales arena.

Jim Lenskold (Twitter: @JimLenskold), President of Lenskold Group and Author, Marketing ROI: The Path to Campaign, Customer and Corporate Profitability, wrote:

A must-read book for B2B marketers ready to drive bottom-line results and truly deliver marketing ROI through better management of the complete purchase funnel. Balancing the Demand Equation provides guidance on marketing’s increased role in educating, engaging and nurturing sales-ready leads in today’s world of marketing operations, automation and outcome-based metrics.

Robert L. Jolles (Twitter: @Jolles), President of Jolles Associates, Inc. and Author, Customer Centered Selling, wrote:

Finally! A roadmap to help B2B marketers understand the modern buyer and pioneer successful, customer-centered demand generation programs.

Thomas C. O’Guinn, Ph.D., with the Center for Brand and Product Management at the University of Wisconsin–Madison wrote:

This is a very smart book on a very important topic. Anyone who knows much about B2B marketing knows that almost everything written on it is just a round-peg-square-hole ‘fit’ of B2C knowledge, or a worked-over sales management PowerPoint deck. They also are real slogs to read. Not this. Needles’ book is a new paradigm, and one that fits perfectly with the new realities of commerce. This is sophisticated analytics, content creation and REAL customer relationship management. If a company were to seriously adopt this model, they would make a lot more money. No kidding.

Ann Handley (Twitter: @marketingprofs), Chief Content Officer of MarketingProfs and Co-author, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, wrote:

Dear B2B Marketer: Your world is changing, and here’s the field guide that shows you precisely how to adapt.

Steven Woods (Twitter: @stevewoods), CTO of Eloqua and Author, Revenue Engine, wrote:

In Balancing the Demand Equation, Needles weaves together a well-crafted B2B demand generation framework, at both the strategic and tactical level, that shows executives a clear path to more-predictable and more-sustainable revenue outcomes. Grounded in case studies and detailed research, the book provides specific guidance and critical insights for getting the most out of marketing automation investments, while never losing sight of the strategic change towards buyer-centricity.

Sincerest thanks to these folks for taking the time to review — and in some cases even contribute to — the book.

And I look forward to your own feedback to the book over the coming weeks!

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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 pleased to announce that …

Balancing the Demand Equation:  The Elements of a Successful Modern B2B Demand Generation Model is now set to be released via New Year Publishing in hardcover on Amazon on September 19.  (Click here to pre-order your copy.)

It also will be available on iBook, Kindle and Nook shortly thereafter.

I’m particularly excited to announce the book’s release to the community of B2B marketers I’ve worked so closely with over the years.  I think this is a book you’ll find very useful in helping to take your B2B demand generation programs to the next level.  And I look forward to your feedback on it.

As I note in the book’s description:

The goal of the book is to help B2B marketers fundamentally transform their demand generation approach – building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations.  The book also helps B2B marketers re-position their role, from tactical execution manager to that of strategic demand-chain manager – a critical shift.

B2B marketers need more than a minor course correction.  They need a massive overhaul in their approach to B2B demand generation.  Balancing the Demand Equation delivers both the rationale and approach to help B2B marketers succeed in this re-alignment and to emerge as leaders in the new B2B demand chain.

Click here to download a PDF overview of the book and its table of contents.

There’s more to come on the book and its release, and I’ll keep Propelling Brands updated with the details over the coming weeks.

Also, I’ve picked back up my blogging again.  This past week I published a new post on the Left Brain DGA blog site, titled “The Real Cost of Retaining a Legacy Approach to B2B Demand Generation … And What You Can Do About It.”  And I’ll be doing more posts in the near future around many of the topics in the book.

More to come …

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A little over a week ago I published my latest post on the DemandGen (r)Evolution blog – “Dreamforce 2010: Demand Generation Insights ‘from the Cloud’” – a round-up of my takeaways from this year’s Salesforce.com Dreamforce event in San Francisco.

For those of you who are not familiar with Dreamforce, you might be asking, ‘Why a write-up on what is (at a surface level) merely a technology user conference?  What’s the takeaway for marketers?’

Source: Salesforce.com

An obvious initial response is that Salesforce.com has emerged as one of the dominant – and one of the fastest-growing – CRM platforms in the marketplace.  That alone earns it some attention.

But beyond this, as I note in my post, “Dreamforce increasingly has grown into the annual host of two critical, interdependent and growing ecosystems – and consequently was an event filled with great demand generation insights.  …  On one hand, Salesforce.com serves as the cornerstone for a growing software ecosystem around buyer-centric, demand management software.  …  On the other hand, Salesforce.com has become the leader in cloud-based application infrastructure.  …  [And] it is this cloud-based approach that also is critical to enabling [this] demand management software ecosystem … .”

Dreamforce also is a unique annual event as there doesn’t seem to be any “… other technology-based event that draws such a large group of sales and marketing executives – and the technology vendors that serve them – in one place, at one time for nearly a full week,” as I comment in the blog post.  In fact, “Some of my best conversations each year occur at Dreamforce, and this year was no different.”

So what were my major takeaways?  The blog post focuses on two major demand generation insights:

  • “B2B buyer insight is more-pervasive, more real-time and more-accessible via ‘the cloud,’ and marketers must learn to leverage this dynamic asset.
  • “Our role as marketers must focus more than ever on delivering leadership and visibility to help our organizations tune their demand generation machines and to ensure tight coupling with revenue outcomes.”

I also have embedded in this post a link to my Dreamforce interview w/ the DreamSimplicity video crew in which I talk more about the new impetus for ‘marketing in the cloud.’

Click here to read the full LBM DemandGen (r)Evolution post.

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Just before Thanksgiving I published the second installment in a two-part series on the “Elements of a Modern Demand Generation Plan.”

I’ve done a number of posts over time on the various holistic elements that go into successful B2B demand generation here on Propelling Brands, on the Silverpop Demand Generation blog and more recently on the Left Brain Marketing (LBM) DemandGen (r)Evolution blog.

Yet I note in this new LBM post that despite all the tips and tricks out there in guides, blog posts and Tweets, for a lot of marketers there still seems to be a ‘glaring gap':

How do you build a modern demand generation program? What does that entail? Where do you start? What are the keys to success?

I think this is the real disconnect for many B2B marketers today. They do not really understand what it looks like to architect an entire, modern demand generation program, end-to-end – one that is appropriate for a marketing environment in which power has shifted from sellers to buyers and where Web 2.0 realities predominate. These B2B marketers need a way to sort out how all of these tactical systems and advice in blog posts and through consultants all come together in a real program.

I argue in the first post in the series that starting place should be a thoughtful and comprehensive demand generation plan. I then proceed to outline the initial research and analysis required to start with developing your plan — a first step in the process I refer to as establishing ‘buyer-targeting context.’

Source: Left Brain Marketing; click to enlarge

I then use the second post in the series to explain how you translate this initial research and analysis into actual demand generation programs — a second step in the process I refer to as ‘program translation.’

This is the same process we go through with clients of Left Brain Marketing to help them develop their own demand generation programs, so the content of these two posts is well-grounded in reality.  (I also provide a number of slides right out of our decks as illustrative graphics in part two.)

I end the second post by noting:

There is certainly more to say around the details and best practices of building out your sub models and of operating and refining your demand generation program. … Nonetheless, I hope this post and the previous one represents a good starting place for wrapping your head around how to approach and build a successful demand generation plan.

And I really do believe these two posts are a good starting place — and a comprehensive reference source — for your own B2B demand generation programs.

Click here to read the full part-one post on LBM DemandGen (r)Evolution; and click here to read the full part-two post.

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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?

Source: Left Brain Marketing; click to enlarge

Despite increasing adoption of marketing automation technology, “[w]e’re really bad at lead nurturing as B2B marketers,” I explain in the post.  I subsequently dig into the disconnects, and I recommend a strategic ‘layered’ approach to rationalize nurturing programs.

So where is the gap in our lead nurturing?  In the post I look at three realizations that are critical to successfully developing and positioning your lead nurturing.  Specifically, it’s critical for B2B marketers to realize:

  • Nurturing is a strategic activity, not a tactical one
  • Nurturing balances targeted buyer education with buyer qualification; it is two-way communication
  • Successful nurturing is aligned with, and supports the buying process

The resultant call-out is the need for a model to better think through how to build a successful lead nurturing program – balancing lead-flow goals with the need to engage the modern B2B buyer and giving you a foundation for building out nurturing tracks within your marketing automation system.

My ‘layered’ model – which the post explains in more detail – is one approach to rationalizing and organizing your lead nurturing tracks as part of your overall B2B demand generation program.   (And it is something we are leveraging at Left Brain Marketing in our client engagements.)

In the post I note:

Successful lead nurturing requires thinking in terms of a matrix of potential content offers and reactions on the part of the B2B buyer – all of which are designed to help support the buying process, accelerate decision-making and orchestrate content dialogue with that buyer. 

It’s impossible to envision every single choice a buyer will make in every situation, but you can understand if a  buyer is ‘on track’ or off, and have an approach to getting buyers back on the right track.

Click here to read the full LBM DemandGen (r)Evolution post.

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I examine the issue of what we as B2B marketers mean by ‘demand generation’ and explore why there is so much disconnect around the current definition and scope of demand generation in my first post on the new Left Brain Marketing DemandGen (r)Evolution blog.

Source: iStockphoto

The idea for this post came after “some interesting, recent interactions with marketing and sales professionals around the concept of demand generation.” I note in the post that “… these interactions have led me to believe this concept is nothing short of highly misunderstood.”

So I put a stake in the sand with this post – asserting my belief that demand generation is a strategic activity; that it is in fact the charter of B2B marketing; and that it spans and should be defined in terms of our holistic interaction with buyers throughout their buying lifecycles.

“It’s the art of educating buyers and nurturing these relationships from earliest awareness through to maximizing customer lifetime value.  It’s about sparking, nurturing and monetizing initial demand; it’s also about sustaining and growing that demand among current customers.  It’s the whole thing.”

The post subsequently analyzes three aspects of this issue:

  • One, it looks at exactly why there is this disconnect among B2B marketers in the definition and scope of demand generation.
  • Two, it examines ongoing evolution in our definition of demand generation.
  • Three, it identifies what I believe are the three critical components of successful, modern B2B demand generation.

Click here to read the full LBM DemandGen (r)Evolution post.

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The New Year’s period is always chocked-full with ‘top ten’ lists and countdowns, and unfortunately, too many blog posts and articles that come out in this period are pretty much news/information you can’t really do anything with.  Inward reflection, but not actionable; sentimental, but not really something you can leverage moving forward.

I’ve been thinking for the last few weeks that for the New Year I wanted to do a post that is action-oriented and that will help you be a better B2B marketer in 2010. 

I also believe strongly in being a catalyst for sharing ideas — which is why I started this blog — and so I thought one of the most-actionable posts I could do would be to point you to resources where you can learn from the best and brightest in the B2B marketing community throughout 2010.  The gift that keeps on giving …

    

What are my criteria for the luminaries I’ve included in this list?

I didn’t start out with a formal set of criteria, but here’s what’s emerged:

  • First, these are all people that prolifically share their insights — cross-medium.  They Tweet, they blog, they speak, they write books, they consult, etc.  And they are generous in this regard.
  • Second, their expertise centers around new strategy, innovation and technology for marketing — particularly B2B marketing — and they are truly advancing the body of Marketing 2.0 knowledge … advancements that will help us cure the ad-centric, interruptive, paternalistic Mad Men hangover that has plagued marketing for decades.
  • Third, these are people whose insights I actually follow.  There is no one on this list whose insight I would not personally recommend and whose own books, blogs posts, Tweets, etc. I do not personally read.
  • Fourth, and in all honesty, all of these folks — except for one — are on Twitter.  Because if you’re not, and you have any insight into Marketing 2.0 … well, get with it!
  • Fifth, I did not look at anyone else’s ‘top influencer’ list in putting my own list together, nor have I feigned reverence to others’ ideas of who is a thought leader … and who is not.

Disclaimer 1: This list may or may not be exhaustive, and it may or may not include people you think should be included on this list.  So don’t be offended if I’ve left someone off.  I probably have, and so I’ll endeavor to add additional people in the comments area below.  And you should too!

    

Who made the list? 

So who has new and innovative insights for ‘propelling’ B2B brands going into 2010?

(more…)

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