Digital marketing has transformed how most organizations market today. Marketers at even the smallest companies are now equipped to leverage online strategies including email, banner ads, search, and social media.
The concept of a “demand center” has emerged at the core of successful marketing organizations as a hub for shared marketing services, infrastructure and process to enable organizations to bring programs to market that leverage key corporate assets and best practices. Not surprisingly, savvy marketers are embracing the concept because they see how it can help them drive consistent demand, whether they represent the corporation, a business unit or region.
The digital age presents both an opportunity and a challenge for today’s B-to-B marketer who must combine both “traditional” marketing vehicles with new demand creation tools to find and convert high-value, relationship-centric selling opportunities.
Since customers set the cadence of the buying cycle, marketers must be able to respond with the right information at the right time. Without marketing automation, this quickly becomes impossible as companies grow, and puts them at a competitive disadvantage. On the other hand, those marketers that master these new channels and tools will be able to deliver more powerful, measurable and profitable demand generation programs than ever before. A key vision for the demand center is to help transform the marketing function from a perceived cost center to a vital revenue-generating engine for the enterprise.
To accomplish this critical objective, marketing needs to substantially raise its game. Here’s how:
If you’re finding it a challenge to get the most out of your marketing and sales databases, the process begins with an automated demand generation system that efficiently tracks, nurtures, and identifies interested prospects over time and puts that data in the hands of sales and marketing to close more sales faster.
If you are already running a simple email-blast system, it’s time to take your marketing campaigns to the next level with campaign automation and tracking using an automated demand-generation system like eTrigue DemandCenter.