Data Management

Business-To-Business Demand Generation

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Executive Summary

The purpose of this white paper is to provide some food for thought and what the authors feel are a few key insights regarding the world of business-to-business marketing. This is by no means intended to be an exhaustive approach. Included topics are what to do, when to do it, who you do it to, what works, why, the correct roles of various marketing tactics and how to deploy them. In the world of business-to-business marketing, demand generation has historically been trumped by the idea of Brand Building. This notion is changing, and rightfully so. If done right, demand generation programs will help you to establish your Brand within selected target audiences and deliver qualified lead flows.

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