Driving Demand

1. Front Matter

   Pages i-xvi

   PDF

2. The Issues with Modern Demand Generation

   • Carlos Hidalgo

   Pages 1-15

3. Leading Demand Process Transformation

   • Carlos Hidalgo

   Pages 17-31

4. Why Transformation Fails

   • Carlos Hidalgo

   Pages 33-46

5. Action Does Not Equal Change

   • Carlos Hidalgo

   Pages 47-59

6. Changing the Marketing and Sales Mind-set

   • Carlos Hidalgo

   Pages 61-74

7. Aligning Content to Your Buyer

   • Carlos Hidalgo

   Pages 75-89

8. Adapting the Lead Management Process

   • Carlos Hidalgo

   Pages 91-104

9. Measuring for Success

   • Carlos Hidalgo

   Pages 105-119

10. Optimizing Data and Technology

    • Carlos Hidalgo

    Pages 121-132

11. Creating an Outcome: Accountable Culture

    • Carlos Hidalgo

    Pages 133-146

12. Managing People through Change

    • Carlos Hidalgo

    Pages 147-160

13. The Need for Change

    • Carlos Hidalgo

    Pages 161-169

14. Change Ahead

    • Carlos Hidalgo

    Pages 171-182

15. Demand Process Glossary

    • Carlos Hidalgo

    Pages 183-189

16. Back Matter

    Pages 191-204

    PDF

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.

• Demand generation
• marketing
• sales
• B2B
• brand
• business
• change management
• Content Marketing
• direct marketing
• interaction
• management
• organization
• organizations
• Sales
• social media
• strategy
• Twitter

"If you are holding this book in your hand, this is your call to arms. For the new process of marketing and demand generation to work in your B2B organization, you need to start doing the little things to aid in transforming your organization based on the truth the buyer is in control and, for the most part, they don't really care about your products or services. Right now, there is a moment in time where smart organizations that understand how to communicate with customers will lead the transformation into a new marketing process. You have the power to make that change. This book is the first place to start.' from the Foreword by Joe Pulizzi, Founder, Content Marketing Institute and Author, Epic Content Marketing

'Driving Demand provides B2B marketers with two truly hard things to find: a strategic framework for their demand generation program and specific tactics that provide a real 'how-to' on execution. Driving Demand is an essential book for any B2B marketing organization.' Craig Rosenberg, Chief Analyst, TOPO

'Carlos deftly breaks down both the new and classic challenges to building programs that continuously deliver demand through sales and marketing, all while actually differentiating your product or service from the pack. This book is as thorough as it is accessible. I would recommend it to anyone who needs to create demand and doesn't want to follow victim to the usual shortsighted traps organizations often fall into.' Jesse Noyes, Vice President of Product Marketing, Content & Communications, Kapost

'Compelling! For B2B marketing leaders assessing the challenge of Demand Generation Transformation and asking, 'Is it worth it?' Driving Demand is the manifesto that proves the value and provides the roadmap to manage change as you get the job done.' Ardath Albee, author, Digital Relevance: Developing Content and Strategies that Drive Results

'At this point, there is no doubt that all B2B marketing organizations need modern demand generation strategies. All too often, these companies think buying technology is all that's needed but that's just not true. Driving Demand is a must-read blueprint for everything ELSE that's required for success, including aligning people, process, and content with technology, including tips for the hard issues of change management and transformation.' Jon Miller, CEO and Co-Founder of Engagio

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.

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