Resources, Skillsets and Focus: Demand Generation

Winning Strategy: Marketing Reorganizes Around Demand Generation

The dynamic media landscape, growing influence of online channels, and constantly changing technological advances continue to move power into the hands of the buyer. As a result, today’s marketers must rethink their communications strategies.

We have seen more and more marketers being assigned revenue contribution goals, with a portion of their compensation tied to achieving these objectives. Marketers need a different set of tools to meet the challenges of this new role, tools that give them the power to deliver highly relevant and personalized communications through direct online interactions and then score buyer interest.

Marketing automation enables a multi-channel approach to create and execute marketing campaigns that have a real and measurable impact on revenue.  Marketing uses online behavior to discover leads earlier, to provide sales with information for intelligent follow up, and for faster conversion of sales ready leads.

The Revenue Marketer must select, leverage and integrate new technologies to maximize demand generation efforts. Listen to our Profile of a Revenue Marketer podcast for an informative description of today's revenue marketers and the contributions they make.