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Momentum – new per­spect­ives on demand gen­er­a­tion

by on Aug 24, 2010

  • 1,013 views

Demand gen­er­a­tion is the num­ber one focus of an ever-increasing num­ber of mar­keters. Faced by ever higher quarterly tar­gets, they need to deliver pre­dict­able res­ults from their ...

Demand gen­er­a­tion is the num­ber one focus of an ever-increasing num­ber of mar­keters. Faced by ever higher quarterly tar­gets, they need to deliver pre­dict­able res­ults from their activ­ity. But, all too often, the tra­di­tional six week B2B cam­paign is simply fail­ing to deliver.

In this white paper we explode the myth of the tra­di­tional sales fun­nel. We show how it is now time to move to a per­petual trigger-based approach. One recog­nising that dif­fer­ent cus­tom­ers will need dif­fer­ent inform­a­tion at dif­fer­ent stages.

Today, this inform­a­tion can be triggered by eas­ily observ­able cus­tomer beha­viour using mod­ern mar­ket­ing auto­ma­tion sys­tems such as Elo­qua. The res­ult is a more per­sonal, more rel­ev­ant and ulti­mately more effect­ive way to gen­er­ate and nur­ture demand.

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Momentum – new per­spect­ives on demand gen­er­a­tion Momentum – new per­spect­ives on demand gen­er­a­tion Document Transcript