Today, the B2B demand marketing ecosystem is multi-faceted, episodic and lengthy. There can be a tendency for firms to seek to address the complexity with over-engineered marketing automation programmes. They can involve too many nurture streams and content that has little chance of delivering ROI based on market size and average order value. 

But it doesn’t have to be this way. This Harte Hanks paper outlines practical ways to instigate smarter demand generation. It shows how you can improve customer interactions and experiences via careful planning, crafting and delivery.