Synopsis
The goal of the book is to help B2B marketers fundamentally transform their demand generation approach, building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations. The book also helps B2B marketers re-position their role, from tactical execution manager to that of strategic demand-chain manager, a critical shift.
B2B marketers need more than a minor course correction. They need a massive overhaul in their approach to B2B demand generation. Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model delivers both the rationale and approach to help B2B marketers succeed in this re-alignment and to emerge as leaders in the new B2B demand chain.
From the Back Cover
"A must-read book for B2B marketers ready to drive bottom-line results and truly deliver marketing ROI through better management of the complete purchase funnel. Balancing the Demand Equation provides guidance on marketing's increased role in educating, engaging and nurturing sales-ready leads in today's world of marketing operations, automation and outcome-based metrics." ~ Jim Lenskold, President, Lenskold Group, Author, Marketing ROI: The Path to Campaign, Customer and Corporate Profitability
"Finally! A roadmap to help B2B marketers understand the modern buyer and pioneer successful, customer-centered demand generation programs." ~ Robert L. Jolles, President, Jolles Associates, Inc., Author, Customer Centered Selling
"This is a very smart book on a very important topic. Anyone who knows much about B2B marketing knows that almost everything written on it is just a round-peg-square-hole 'fit' of B2C knowledge, or a worked-over sales management PowerPoint deck. They also are real slogs to read. Not this. Needles' book is a new paradigm, and one that fits perfectly with the new realities of commerce. This is sophisticated analytics, content creation and REAL customer relationship management. If a company were to seriously adopt this model, they would make a lot more money. No kidding." ~ Thomas C. O'Guinn, Ph.D., Center for Brand and Product Management, University of Wisconsin-Madison
"Dear B2B Marketer: Your world is changing, and here's the field guide that shows you precisely how to adapt." ~ Ann Handley, Chief Content Officer, MarketingProfs, Co-author, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
"In Balancing the Demand Equation, Needles weaves together a well-crafted B2B demand generation framework, at both the strategic and tactical level, that shows executives a clear path to more-predictable and more-sustainable revenue outcomes. Grounded in case studies and detailed research, the book provides specific guidance and critical insights for getting the most out of marketing automation investments, while never losing sight of the strategic change towards buyer-centricity." ~ Steven Woods, CTO, Eloqua, Author, Revenue Engine
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