About
The marketing function is undergoing a transformation in many organizations today – a shift from awareness creation to Demand Generation. This requires the marketer to focus on building long-term relationships and maximizing the lifetime value of the customer. We are talking beyond the visit, beyond the click-through, beyond the form submission – we are talking about relationships that translate into business growth and sustainability.
From a marketer’s point of a view, demand generation requires a delicate balance between art and science:
The Art: The creation of differentiated value that causes our buyers to emotionally connect with our organization.
The Science: The measurement and management of our marketing effectiveness so that we can deliver that value proposition at the right-time, via the right channel, to the right person.
We struggled with what to call this blog. Is it a marketing guide? Is it a marketing how-to? Is it marketing best practices? We now understand it to be a collective sharing of insights from marketers that have learned a thing or two on their journey to balance art and science. The featured bloggers here will be discussing many ideas that are based on The Demand LifecycleTM – an approach based on the Demand Generation efforts of over 700 organizations large and small. We hope that you will find some insights that can help you get some immediate results. We also hope to learn from insights that you share with this community. We suspect there will be no shortage of opinions and debate here. Enjoy.
