Demand Generation 2.0

In what could be a strong signal for better economic times ahead, companies are starting to invest their cash piles on capacity expansion and acquisitions.

It is a well known fact that our past experiences create a gut feeling that greatly influence our present decisions. The question is should the executives allow their gut instinct to influence their judgment? Or should they make decisions based solely on objective, logical analysis?

There are signs that economy is exiting the deep recession – meaning that marketers have to rethink their campaign message. Consumers value trust and transparency over actual capabilities of the products / services they consume.

How well is your Demand Generation process streamlined? Are leads generated falling through cracks in your lead maturation and qualification process? Are you able to rank, prioritize and measure leads in your CRM system based on their probability of conversion to revenue? For a demand generation engine to be effective, it must incorporate segmentation models, lead scoring and routing (beyond the superficial A-B-C approach). Most importantly, there should be no bottlenecks between the lead generation engine (Marketing) and forecastable sales pipeline (Sales).

Marketing professionals, particularly those in the B2B space, talk about integrated marketing but it is surprising how many marketing activities are still not ‘integrated’ with the whole of marketing.
I recently had a discussion with a non-marketing professional who reminded me that many of his colleagues do not understand what integrated marketing is.
For these 2 reasons, [...]

While Marketing 2.0 is about closer connectivity with Sales, it is also about the end point of our existence – connectivity with the marketplace and more specifically, with our prospects and customers. At the end of the day, it is our customers that make our payroll and while internal collaboration and ‘listening’ to both internal [...]

As enterprises are racing to adopt social media, it is becoming increasingly apparent that there are some areas where Web 2.0 technologies are having a more dramatic impact than others.  Over the recent weeks, I have been actively engaging with friends, customers, partners and industry experts to understand and discuss where businesses appear to be [...]

There is a lot of talk about Enterprise 2.0 – a term originally coined by Andrew McAfee in 2007 was then somewhat ahead of its time.  That time is now – and enterprises are rapidly embracing this paradigm.  The central idea behind Enterprise 2.0 was the adoption of the social web, and all its attendant [...]

Fundamentals of Demand Generation