The Forgotten Discipline of B2B Marketing: How to Create Demand
Speaker: Tom Webster, Vice President of Strategy — Edison Research
You’ve answered all the questions your prospects have about your category or product. You’ve written white papers on the problem your company solves. You’ve turned that content into webinars, blog posts, and videos. Now what?
Now you need a strategy to go beyond “helpful” content, and get back to the heart of marketing: creating and anticipating demand. But demand isn’t just marketing’s problem—it’s a holistic exercise that has to involve every aspect of your business.
Join us for this lively session as we walk through a process to develop B2B marketing that addresses the four stages of what really matters to a company—consumer demand—and how to design marketing around each of those four stages to keep your pipeline full now, and into the future.