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 [...]

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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 [...]

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Elements of a Modern Demand Generation Plan (LBM)

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 [...]

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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, [...]

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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.

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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.’

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Why ‘Personas’ Are the Secret Sauce for Effective Marketing Automation Campaigns and the Key to Achieving a ‘Mass One-to-one’ Strategy

Adam Needles analyzes why ‘personas’ are the secret sauce for effective marketing automation campaigns and the key to achieving a ‘mass one-to-one’ strategy. This piece dispels mythology and focuses in on what personas really are, and what are they not. Moreover, it addresses address why personas are such a good fit for the new challenges we face today as B2B marketers.

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Online Compiled Lead Sourcing Providers – Assessing Their Value and Understanding Their Evolution

So what’s new with the online compiled lead sourcing crowd — vendors such as Jigsaw and ZoomInfo — and how do we break down the vendor landscape? Moreover, how are they innovating to keep pace with the tidal wave of change in integrated marketing management technology? And what does this mean for marketers? Adam Needles provides analysis and context of around this segment.

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