Podcast: Play in new window | Download

Driving Demand
Transforming B2B Marketing to Meet the Needs of the Modern Buyer
by Carlos Hidalgo

The way that buyers buy products and services has been changing for years. Customers are more informed, aware of their choices and smarter about purchasing decisions. Companies that want to survive in this buyer-led digital age have to become much more customer focused or they will wither away.

Author Carlos Hidalgo understands how companies need to change their marketing and sales functions to provide customers with information, service and relationship to make a smart purchasing choice.

This is a guidebook for companies that want to transform, but are perplexed by how to change. It is not enough to simply speak about ‘change management’ in an organization. Change management has to begin with a process that is first fully planned providing 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 road-map that organizations can follow to ensure that the changes that are made become part of the DNA of their organization. This ensures that true transformation occurs—doing things differently instead of just doing different things.