The role of demand generation is increasingly critical in an era where customers find vendors and complete the large chunk of their buying journey before even talking to the vendor. The demand generation function has to ensure that the buyer has the optimum buying experience during this period of incommunicado.
In recent years demand generation has gained credibility within marketing and in the executive suite. This is in large part thanks to ways to measure and report on prospects’ movements through the sales funnel with marketing automation tools. In addition to metrics there is a new visibility of lead evolution that allows marketers to fine-tune the nurturing process by understanding where the prospect is within the buying cycle.
The demand for demand generation professionals has grown at a healthy pace in recent years fuelled by the shift to inbound marketing. With time, demand generation has evolved to incorporate into its fold various independent marketing functions such as global campaign management, web presence, SEO, SEM and PR. Demand generation is of such importance to the lead to money process that companies now assign executive titles such as VP of Demand Generation.
If you haven’t seen it already, be sure to check out, Ultimate Guide to Demand Generation, a must use handbook for today’s marketers.
The purpose of the guide is to uncover the role that demand generation professionals play in the lead to money process. Today demand generation works not just at generating more leads but at optimizing and automating the process to generate more deals for more money in record time.
This guide will cover among other things:
- Demand generation roles in a marketing organization
- The life of a demand generation manager
- A demand generation manager’s typical qualifications
- Required fundamental skills
- The scope of demand generation
- Key concepts for automating demand generation
Be sure, this guide will serve as a critical and indispensable tool to understand everything demand generation. Download today or risk being left behind.