Driving Demand

Transforming B2B Marketing to Meet the Needs of the Modern Buyer

Authors: Hidalgo, Carlos

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  • In today's digital world everything on the internet or in social media is content, yet it comes from so many places within a company or organization that it is difficult to keep consistent and the end customer receives multiple messages from 1 place
  • This book looks at content holistically so that the messages being put out in there has strategic and meaningful impact
  • Albee has the experience to look at this holistically and is able to guide organizations through crafting a strategy for their content and their messaging
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eBook $29.99
price for USA (gross)
  • ISBN 978-1-137-52680-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $39.99
price for USA
  • ISBN 978-1-137-52678-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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 authors

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.

Reviews

"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


Table of contents (14 chapters)

Table of contents (14 chapters)

Buy this book

eBook $29.99
price for USA (gross)
  • ISBN 978-1-137-52680-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $39.99
price for USA
  • ISBN 978-1-137-52678-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Driving Demand
Book Subtitle
Transforming B2B Marketing to Meet the Needs of the Modern Buyer
Authors
Copyright
2015
Publisher
Palgrave Macmillan US
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-52680-9
DOI
10.1057/9781137526809
Hardcover ISBN
978-1-137-52678-6
Edition Number
1
Number of Pages
XVI, 204
Topics