Synopsis
Historically, the discipline of marketing has been heavily skewed toward a subjective art at the expense of a measurable science. But the days of hunches, intuitions, and incomplete or misleading perspectives are rapidly disappearing. Today, savvy marketers and forward-looking organizations are embracing innovative new models driven by cutting-edge technology and analytics to align sales and marketing, pinpoint (and respond to) customer needs, and achieve breakthrough revenue gains. In Manufacturing Demand, marketing guru David Lewis, CEO of DemandGen International, reveals the transformations taking place in marketing today, including the rise of the marketing geek and the emergence of the so-called fifth and sixth P s of marketing: Process and Programming. You ll learn about the key practices and principles of creating your demand-generation factory : buyer personas, the demand funnel, lead scoring, lead nurturing, and analytics. Plus, Manufacturing Demand presents plenty of actionable tips and recommendations as well as real- world case studies that showcase how leading companies are achieving tremendous results applying these principles of successful lead management. If you re ready to move into of the next generation of marketing, get ready to start Manufacturing Demand.
About the Author
For more than 20 years, David Lewis has been a pioneering innovator in online marketing, marketing automation, and CRM systems and has overseen marketing for some of Silicon Valley's leading technology firms. His career journey began at Microsoft, where he played a key role in launching the company s groundbreaking Windows operating system and Microsoft Office applications. Later, he moved to Silicon Valley to work with game-changing companies like Farallon, Netopia, and Ellie Mae. Throughout his career journey, David has been at the forefront of the major disruptive waves that have transformed how companies offer their products and services to customers: the Web, marketing automation, CRM, search marketing, and social media. That s led him to develop and refine new ways to help sales and marketing teams align and seamlessly blend art, science, and systems the heart of the principles of Manufacturing Demand. In 2007, David founded DemandGen International, an Inc. 500 global consulting firm that helps sales and marketing teams achieve alignment, define and operationalize demand-generation processes, and create maximum advantage from marketing automation and CRM systems. Under his leadership, DemandGen has become the trusted advisor to the world s most innovative and progressive firms including Apple, Dell, Dupont, American Express, Concur, Covidien, Citrix, Workday, and hundreds more.
"About this title" may belong to another edition of this title.
