Driving Demand

Transforming B2B Marketing to Meet the Needs of the Modern Buyer

Carlos Hidalgo (Autor)

Buch | Softcover

204 Seiten

2016 | 2015 ed.
Palgrave Macmillan (Verlag)
978-1-349-55906-0 (ISBN)

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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.

1. The Issues That Exist With Modern Demand Generation 2. Leading Demand Process Transformation3. Why Transformations Fails4. Action Does Not Equal Change5. Changing the Marketing & Sales Mindset6. Aligning Content to Your Buyer7. Adapting the Lead Management Process8. Measuring for Success9. Optimizing Data and Technology10. Creating an Outcome – Accountable Culture11. Managing People Through Change12. The Need For Change in Demand Generation13. Change Ahead14. Demand Generation Glossary

Erscheinungsdatum	26.05.2016
Zusatzinfo	Bibliography
Sprache	englisch
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	B2B • Demand generation • Marketing • Sales
ISBN-10	1-349-55906-7 / 1349559067
ISBN-13	978-1-349-55906-0 / 9781349559060
Zustand	Neuware