The Business Case for Integrated Demand Generation

Challenge
As competition intensifies and growth expectations increase, B2B marketers are under pressure to deliver measurable results and clearly demonstrate the value they provide. To succeed in this new era of accountability, marketers must consistently reach the right people through the right channels with the right message. Those targets must convert to sales leads, pipeline and revenue with some degree of predictability.

To drive marketing performance to new levels, B2B marketers have begun to embrace the concept of integrated demand generation and acquire the marketing knowledge and skills necessary to maximize their investments in underlying platform technologies. Unlike point solutions that enhance marketing in an individual channel, integrated demand generation platforms integrate and synchronize the whole spectrum of offline and online marketing channels, including email, direct mail, advertising, the Web, call centers, trade shows, partners and the sales force.

Techniques/Implementation
B2B marketers need to ensure the solution they choose is capable of integrating data across the entire spectrum of channels, including the Internet. The web’s inherent trackability has transformed this channel into a key enabler for measuring campaign results. The solution of choice must include, at a minimum, full web analytics to actively use the web site as a channel - through real time dialogue or content-rich navigation - and integrate prospect website activity into the entire demand generation process.

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