Becoming better stewards of demand generation

摘要

With all the talk these days of revenue, buyer-centricity, content marketing and marketing automation, you would think b-to-b marketers have the perfect mix of ingredients to build and manage modern demand-generation programs. Yet, despite our best intentions, modern b-to-b demand generation tends to fall apart in execution. It's been estimated that almost 70% of our demand-generation efforts miss our ideal customer, and technology marketers report average opportunity pipeline contributions at an underwhelming 27%, according to Forrester Research.