Thanks everyone for the great feedback.
@ Bill – I agree that deep insight into the buyer and buying journey is the key to successful demand generation programs. Ironically, I’ve just spent the afternoon doing research for a client’s demand generation program — and the whole focus right now is on nailing down the target buyer and how they buy in terms of the information consumption process. And then that will serve as the basis for all of our nurturing, both inbound and outbound.
@ Jon – Great to reconnect. Thanks for the kind words.
@ Pauline – Great callout. When we talk about the new impetus behind online demand generation it is exactly for that reason — what we used to do is failing us. We were fine as marketers in the Mad Men Era when we owned the communiction channels with buyers. But with buyers in control, we must take a new tack.
@ Henry – Thanks for the note. Agree that the skills gap is really the key issue. But then the follow-up issue is how to overcome it. I feel the best way is to roll our sleeves as ‘evangelists’ and dig in, helping B2B marketers change on the front lines, rather than just through education. And that’s why I moved from Silverpop to LBM. Hoping to affect more change and drive more successful demand generation on the front lines.
@ John – Great callout on the need to get sales in sync. One key to holistic demand generation is having the marketing and sales elements work together seamlessly.
Great dialogue here. Off to a great start.
Cheers, everyone.
