Greetings, and welcome to the Demand Generation Knowledge Bank, newly sponsored by mardevdm2.
These are our first words of wisdom so, of course, we want to impress and engage you but while I was thinking about the rousing copy I was going to endow, I couldn’t stop thinking about Star Trek and got a little distracted by the amount of relevant quotes I found. Indulge me a little here…
KIRK: If change is - inevitable - predictable - beneficial - doesn't logic demand that you be a part of it?
MIRROR SPOCK: One man cannot summon the future.
KIRK: But man can change the present!
There’s no mistaking it, no hiding behind the skirt tails of excel spreadsheets, no more proudly offering click-throughs as SQLs, the rules of engagement have changed. Demand generation is the next generation of marketing.
There are many whitepapers, blogs and forums that discuss demand generation programmes offering advice about the merits of using one automated system over another or the tactical benefits of this over that to boost response rates. Their initial standpoint is that B2B marketers understand what demand generation is, but this may not always be the case. It’s ok to hold up your hand and say ‘I’m dazed and confused’.
Whatever your level of expertise, our captains log, sorry blog, along with our whitepapers, how to guides and case studies will help you embark upon your own demand generation journey, guiding you to think about what you are trying to achieve, how you intend to do so and what, ultimately, leads to effective demand generation.
We encourage your questions, challenges and debates. In fact, we’d like to kick off a new challenge we encounter with many of our clients and we’re interested in your input.
Recent research shows that market segmentation and targeting is a top priority for global marketers, yet budgets still reflect channel-specific allocation. Why is that? How do you know which channels deliver the best CPL and ROI? And what are you doing to effectively segment your audience?
So, ‘Hailing frequencies open, Captain’ (recognisable by hardcore Trekkie fans only), let’s converse and discuss the future of marketing.