Driving Demand ─ Transforming B2B Marketing to Meet the Needs of the Modern Buyer

Driving Demand serves as a guide book for CMOs and marketing leaders who want to change, but simply are perplexed by how to change. It is not enough to simply speak about 'change management' in an organization. Change management must begin with a common demand process that is first fully planned for via a blueprint that provides the details of how people, process, content, technology and KPIs will be aligned throughout the organization to ensure a common demand generation approach that is federated across the organization.

In this book, Hidalgo provides a prescriptive roadmap that organizations can follow to ensure that the changes that are made in aligning people, process, content and technology become part of the DNA of their organization. This ensures that true transformation occurs – doing things differently instead of just doing different things.

As most B2B marketers lack the training and experience to adjust to the changing world around them and are either self-taught or learn as they go, this book highlights these features specifically for them:

A clear roadmap and framework on how B2B organizations can implement change management and transform their demand generation

Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change

Current research from industry experts and thought leaders that demonstrates the need for this change

The potential pitfalls that can occur within an organization as a demand process is developed

Organizational models that should be implemented to ensure demand process is adopted throughout the enterprise

Carlos Hidalgo is the CEO and Principal at ANNUITAS, Inc., a leading demand generation and change management firm. In his role, Hidalgo works with CMOs and marketing leaders in an effort to transform their demand generation discipline and ensure there is alignment throughout the people, process, content, and technology. Infor, Schneider Electric, Genworth, Lenovo, and Standard Register are just a few of the companies that have relied on Carlos and his team at ANNUITAS to shape and guide their marketing transformation. Carlos has over 20 years' experience as both a practitioner and consultant in B2B marketing and is a recognized thought leader in the marketing industry. As an international speaker and avid blogger, he is often sought after for his opinion on trends and happenings in the B2B marketing industry.