B2B Book Review #1: "Driving Demand" from Carlos Hidalgo
While becoming this week an Amazon best seller in the Business Sales category, "Driving Demand" from Carlos Hildago claims to be "a clear roadmap and framework on how B2B organizations can implement change management and transform their demand generation." I will share with you in this article my best tips from this reading.
Carlos Hidalgo is known as the writer of "Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer" and as the CEO & Principal of ANNUITAS a B2B Demand Generation Strategy and Change Management firm.
Coincidentally, the first article I prepared before I launched BtoB Marketing Sales was an article by ANNUITAS. A report on the 2014 B2B Enterprise Demand Generation Survey. It wasn’t until after purchasing this book that I realized Carlos was in fact the CEO of this very organization.
Carlos begins by summarizing all the meetings he has scheduled with B2B industry leaders and marketeers in preparation for the content of this book. Already I feel this book is credible. Carlos goes on to explain "The only missing ingredient in most organizations is change" in relation to enhancing, streamlining and even revolutionizing B2B Demand Generation Strategies. Let me share with you, chapter by chapter, how Carlos Hidalgo believes change can be positively be put into place in a company.
The Issue with Modern Demand Generation
Below are my key takings from his first chapter:
- Low quality leads, coming from marketing (commitment on quantity but not always on quality),
- Inefficiency of campaign-driven approach in generating demand (Tactical Approach),
- Versus Strategic Approach: "A perpetual process that is both operationalized and optimized to engage, nurture and convert both prospects and customers along their buying process",
- Don't make technology the focal point of your demand generation plans. As an example, according to ANNUITAS, only 21% of those who own marketing automation have claimed to have been successful at achieving their goals with this technological tool,
- Know your buyers (interviews) and understand the market conditions in which your buyer lives on a day-to-day basis (research) to better anticipate the B2B buyers' purchase patterns
- "Organizational Stratification"; web teams, social media teams, marketing automation teams: working in silos limits B2B marketers in creating demand and driving pipeline & rev