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Posts Tagged ‘buyer-centric 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 have marketing processes, but mostly they are periodic, ‘activity-based’ (and over-complicated) processes, focused on the planning and production of things such as content and events.

What we fail to conceptualize is the more holistic, perpetual process of continuously moving buyers from their earliest lead state to a revenue close – i.e., a true, central ‘outcome-based’ process.  Moreover, we never really take a step back and consider that all of our other marketing and sales processes should be rationalized, optimized and simplified against this central process.  In fact, when we take this point of view, it explains much of the disconnect that exists between marketing and sales.  For decades, B2B marketers have produced campaigns, and B2B sales team members have produced revenue.  The two could not be more diametrically opposed.

The perspective fortunately is changing.  With 72% of marketing automation ‘top performers’ reporting their number-one goal today is to increase revenue, according to Gleanster, the r-word increasingly is top of the agenda for B2B marketers.  And an increasing number of B2B companies large and small are measuring marketing performance via – or at least asking initial questions that drive toward – a revenue basis.  Marketing campaigns and content increasingly are being built with the buyer’s content needs during the buying process in mind.  And as I mentioned in my previous blog post, thanks to marketing automation technology, we are no longer challenged when it comes to the technology to track our buyer’s interactions with our content and programs.

So you would think we would have all the right ingredients to succeed with perpetual B2B demand generation – to build, manage and optimize literal lead-to-revenue factories.  But no.

Our drive towards a managed demand process continues to fall apart at execution.

As it turns out, getting our stream of inbound and outbound buyer education working in tandem with our lead qualification efforts, automating everything and getting everyone on the marketing and sales team partnering and operating on a continuous basis around this process … well that’s where we still struggle.

Fortunately, there is a better way.

The key to a managed demand process and to operating perpetual B2B demand generation is adopting a new approach – a new mindset, if you will.  It is one that I call “demand process stewardship.”

(more…)

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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 leads” as their greatest B2B marketing challenge in MarketingSherpa’s “2011 B2B Marketing Benchmark Report.”

Yet a 2011 joint study by Vorsight and The Bridge Group noted, “On average, Sales Reps report that only 31% of all leads generated fit their Ideal Customer Profile.  Said another way, Sales Reps believe roughly 70% of the leads they receive have a low probability to purchase.”  And data from a recent IDC Technology Marketing Barometer Study indicates that year-over-year, between 2011 and 2012, our marketing and sales alignment around demand generation has actually gotten worse.

What’s going on?

The column looks at our challenge as B2B marketers aligning with sales and maintaining a strategic focus on revenue, and it examines how this relates to our frequent over-focus on marketing qualified leads (or MQLs, a term coined by SiriusDecisions) in our demand generation programs.

Click here to read the entire column.

As always, I appreciate your feedback on the piece.

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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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For those of you that have been following my B2B demand generation book project over time, I wanted to check in with a quick update … and a request.

The update: After working and re-working the focus and scope of the book over the last six months, I’m happy to announce I’m on what I believe is a strong path to completion.  I’m more confident than ever in the evolutionary direction and focus of the book, and I strongly expect to complete this book over the next few months.  (I’m about 2/3 done today and could see being done with major writing by May or sooner.  In fact, if you’ve noticed me blogging and Tweeting less lately, it’s because I’m spending a lot of time on the book … that is, when I’m not working with Left Brain clients, which are always my priority.)

Balancing the Demand Equation, as I’m currently titling the book, will be an in-depth look at the keys to succeeding with modern B2B demand generation.  It will help B2B marketers truly understand how to balance educating the buyer with achieving repeatable, sustainable delivery of leads and revenue.  And I believe it consequently will help B2B marketers take their game to the next level.

Moreover, as you would expect from me, it’s backed by 18-plus months of serious research and thought about the model.  So it’s comprehensive and thorough, but I also think the core model and principles are quite simple.  So it’s highly digestible, as well.

The request: I’m featuring in the book a select group of B2B marketing organizations that ‘really get it.’  More than case studies, I want these examples to really prove that it’s possible to take your B2B demand generation game (and science) to the next level.

This is where I need your help.

I am putting out an open invitation to nominate best-in-class demand generators — i.e., B2B marketing organizations that are truly proving the potential today of 2.0 demand generation techniques — through evolution in their content marketing, their lead management processes, their nurturing logic and their use of marketing automation technology.

How can you nominate a best-in-class B2B demand generator?

Three options:

  • One, drop a comment below nominating the specific organization and/or specific marketer.  When you do so, I’ll also get your contact information (which won’t be public), and then I can follow up with you directly via email.
  • Two, use the contact form on my blog to send me a note, and then I can also follow up with you directly via email.
  • Three, DM me over Twitter, and I’ll share my email address so you can send me a nomination directly.

I need nominations to be in by end of March, so that there’s time to include everyone.

As always, thanks for your support and encouragement on this project.  It’s been a long time in the making, but I think it’s a better book today than it would have been six or twelve months ago.  I’m going to be proud to share the final product with you.

And I look forward to your nominations!

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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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Some of you have already read about my recent departure from marketing automation vendor Silverpop.  This past Friday was my last day as B2B Marketing Evangelist and Director of Field Marketing there.  On Monday I took on a new role.  I am now Vice President of Demand Generation Strategy at Left Brain Marketing, a demand generation agency that is based in Silicon Valley (although I am remaining in Atlanta, in case you were wondering).

Why the change?  What’s on the horizon?

Source:  Left Brain MarketingI’m very excited about working with Malcolm Friedberg, Robert Moreau, Sandra Syrett and the rest of the team at Left Brain Marketing.  I believe this move will put me in a better position than ever to help B2B marketers develop successful, buyer-centric demand generation programs and build their brands in a bottoms-up, grassroots fashion – what I believe are the keys to achieving sustainable revenues in the modern B2B marketing environment.  I also believe that Left Brain Marketing represents the right type of agency at the right time in the B2B marketplace.  Its focus is on demand generation; it blends strategy with execution, partnering with its clients to design and execute programs; it recognizes that process change does not occur over night, establishing long-term relationships with its clients; it leverages marketing automation technology but is vendor agnostic; it believes successful marketing programs emerge from focusing on buyers and working with smart people; and it blends big consultancy brains with small agency touch.

We are at a critical – and challenging – moment in the evolution both of modern demand generation practice and of the discipline of B2B marketing.  More than ever it is critical for us to close the “Technology Innovation Vs. People/Process Stagnation Gap in Modern B2B Demand Generation,” which I noted in one of my final posts on Silverpop’s blog.  There is tremendous potential to leverage modern marketing technology and pressing need to market differently to the modern B2B buyer.  Yet technology alone is not sufficient to address this gap.

Joining the team at Left Brain Marketing gives me the opportunity to better help B2B marketers succeed in this environment and to focus on areas where I believe a demand generation agency can provide key value-add:

> ‘People and process’ remain the greatest barriers today to successful B2B demand generation: There is, indeed, tremendous potential for marketing automation technology today.  A DemandGen Report article summarized Aberdeen research that found, “[N]urtured leads in Best-in-Class organizations delivered 47% higher average order values than non-nurtured leads.”  Yet adoption rates remain low and even when the technology is adopted, it has high failure rates.

Some data to consider (which I covered in a past blog post):

  • Only 7-10% of B2B marketing organizations in the US have adopted marketing automation technology, according to SiriusDecisions at their May 2010 summit.
  • Only 24% of these adopters report they are “generating enough demand (sales leads) to satisfy [their] sales team,” according to a Bulldog Solutions/Frost & Sullivan study.
  • When asked what their top reason is for not successfully leveraging marketing automation, “We don’t have the right or sufficient number of people” and “We don’t have the right processes” came in as the number one and two responses.

There are two points of synthesis from this and related data.  One, there remains only limited examples of successful sophisticated use cases of marketing automation in B2B demand generation today.  Combining some of the data above, it is possible that only about 2-3% of B2B marketers are using automation to power successful demand generation programs today.  Two, the demarcation between sophisticated and unsophisticated use cases is not about the technology adoption, it’s about how these B2B marketing organizations approached their demand generation programs.  It’s about knowledge, strategy, program design and campaign execution.

That’s why I’ve joined an agency that is focused on helping its clients build the right demand generation approach from day one – starting with people and process, and focused on the targeted buyer.

> Demand generation approach and strategy should not be driven by marketing automation vendors’ capabilities (or lack thereof): A corollary we can draw from the adoption data above is that it’s most important for B2B marketers to do what is right for their organization, in their specific business environment when it comes to their demand generation programs.  We see constant feuding between vendors around features and functions – it seems to be the lifeblood of marketing automation salespeople today, but it’s really not where B2B marketers should be spending their time.   You shouldn’t adopt a marketing automation platform because of its ability to transform your organization; rather, you should transform your organization, and then adopt the right technology that will help you amplify this transformation.

That’s why I’ve joined an agency that supports a wide range of marketing automation and CRM platforms but that is fundamentally vendor agnostic – preferring to match the right technology to the right client’s need.

> B2B marketers need the right type of partner when it comes to building their demand generation strategy and programs. The early history of B2B marketing automation is dotted with firms that focused merely on technology implementation or that merely operated B2B marketers’ demand generation programs for them.  No one wins with this type of support; you don’t get better as a marketer.  B2B marketers need the right counselor to take them through people and process change, but they also need a partner that is ready to roll up his/her sleeves and help affect change on the front line, in the trenches and over a long period of time.  This stuff doesn’t happen overnight.  This means the focus of demand generation must be on the marketing programs and the results, not merely on the successful adoption of marketing technology.

That’s why I’ve joined a firm that leads with the marketing, that partners with its clients and that looks to technology as a means to an end.

I enjoyed my time at Silverpop; in fact, I want to thank Bill Nussey and the rest of the team there for the opportunity to work with a world-class group of technologists, salespeople and marketers.  (And let me be clear that I believe Silverpop has a world-class marketing platform – one that we are leveraging as part of current engagements with Left Brain Marketing clients.)  We accomplished quite a lot during my tenure at Silverpop, especially building out the B2B Marketing University series, but I believed it was time to roll up my sleeves and get back into the demand generation trenches.

I joined Left Brain Marketing because it was the right time for me to join such an organization and because it’s the right agency for the current era of demand generation.

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I tackled this important topic last Wednesday in a new post on the Silverpop Demand Generation (DG) blog – a post that also was highlighted on the Savvy B2B Marketing blog in their weekly roundup.

Source: iStockphoto

I’ve noticed a resurgence of this question in recent months — or at least I personally find I’m getting asked this question more than ever by B2B marketers.  I think the trend is linked to a new generation of B2B marketers that are adopting marketing automation and that are trying to wrap their heads around the demand generation technology ecosystem.

“CRM and marketing automation have purposes and capabilities that are related and complementary but very different, and these differences are salient to what we’re trying to accomplish with B2B demand generation,” I note in the post.  “The two are integral.  You need both, but you need to understand what each one does for you, and what it doesn’t do.”

So clearly it’s great timing both to be talking about the two types of platforms and for a blog post that digs into the details, comparing them.

The DG post breaks down the two platforms at three levels:

  • A first take: What are some top level similarities and differences, and where do these platforms sit in the larger marketing technology ecosystem?  This section includes a great contributed chart from David Raab.
  • An analysis of the goals of each platform: What is the intended strategic purpose of each platform?
  • A deep dive into features and capabilities: What are the specific things each platform does and doesn’t do?  This section includes some great contributed charts from Malcolm Friedberg with Left Brain Marketing and Jep Castelein, a.k.a. “The Lead Sloth.”

I think the most interesting aspect of the dialogue in this post is around the strategic role of marketing automation – a topic I also covered in a past post on MarketingProfs Daily Fix blog.  I note in the DG post:

Marketing automation — at it’s most fundamental level — was developed to help marketers better target and execute one-to-one communication with key prospects within the context of demand generation efforts, simultaneously orchestrating and tracking marketing resources against this activity.  CRM consolidates a great deal of information about prospects and customers; however, it provides virtually no framework or tools for true nurturing of earlier-stage prospects, and it definitely is not a communication platform.  Marketing automation leverages CRM and addresses these gaps, but it then presents new capabilities for B2B marketers that enable them to take their demand generation programs to the next level.

I think of marketing automation as the technology infrastructure you need to power buyer-centric demand generation.  It is a critical element in scaling and managing a pattern of dynamic campaigning that is buyer led and that engages buyers on a ‘mass one-to-one’ basis.

Honestly, this is a worthwhile post to check out – with great insights from a number of industry luminaries – so I won’t steal any more of its thunder here.

Click here to read the full DG post.

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