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.
"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