Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer
- 3h 10m
- Carlos Hidalgo
- Palgrave Macmillan Ltd
- 2015
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.
About the Author
Carlos Hidalgo is the CEO and Principal at ANNUITAS, Inc., a leading Demand Generation and Change Management Firm. In his role, Hidalgo works with CMOs and marketing leaders in an effort to transform their demand generation discipline and ensure there is alignment throughout the people, process, content and technology i.e. Demand ProcessSM. Many Fortune 500 companies across multiple business sectors have relied on Carlos and his team at ANNUITAS to shape and guide their Demand Generation transformation.
Carlos has over 20 years' experience as both a practitioner and consultant in B2B marketing and is a recognized thought leader in the marketing industry. As an international speaker and avid blogger, he is often sought after for his opinion on trends and happenings in the B2B marketing industry.
In this Book
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Driving Demand—Transforming B2B Marketing to Meet the Needs of the Modern Buyer
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Foreword
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Introduction
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The Issues with Modern Demand Generation
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Leading Demand Process Transformation
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Why Transformation Fails
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Action Does Not Equal Change
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Changing the Marketing and Sales Mind-set
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Aligning Content to Your Buyer
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Adapting the Lead Management Process
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Measuring for Success
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Optimizing Data and Technology
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Creating an Outcome—Accountable Culture
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Managing People through Change
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The Need for Change
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Change Ahead
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Demand Process Glossary
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Notes
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Bibliography
