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Demand Engine 2.0: Building a modern demand-gen engine | B2B Marketing

You’re likely to be using a lot of marketing channels and tools, but how many of them are generating demand?

As a demand marketer, you’ve got an increasingly complex challenge.

There are more ways than ever before to target more audiences with greater precision. But different internal team mental models for how to operationalize strategies and tactics can lead to low integration, inefficiencies and reduced effectiveness. Success lies in orchestrating it all into one powerhouse demand-generation machine.

The Demand Engine 2.0 framework offers a shared mental model for organizations to rally around when considering what strategies and tactics they need to have within their marketing system and what relationships should exist between elements in the system.

Demand Engine 2.0 makes sense of the complexity by:

  • Contextualizing today’s marketing toolkit
  • Building upon your real-world strategic marketing objectives
  • Helping you to anticipate the tools and channels you’ll want to use
  • Providing a shared framework you can use to guide how multiple teams need to work together to drive better results. 

When leveraged across teams, the Demand Engine 2.0 framework can improve collaboration, drive greater team alignment and increase positive outcomes all around.

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