What’s Working In Demand Generation? How The Pivot To Digital Increased Reliance On Demand Gen, Forcing Marketers To Reevaluate Tried & True Marketing Initiatives

It’s difficult to find a year that presented more challenges for demand generation marketers than 2020. Organizations had to think on their feet and pivot to embrace digital mediums in new ways while further researching and understanding the value automation and artificial intelligence can provide. As offices were temporarily closed and companies successfully switched to remote work models, the dynamics of demand generation followed suit.

Throughout this report, the role of demand generation will be examined through the lens of videos, webinars and artificial intelligence (AI) with a focus on digital marketing. The uses of lead conversion and generation, sales enablement and curating a digital experience will be highlighted to reveal:

  • The best strategies for folding videos and webinars into existing marketing
  • portfolios by identifying a product’s demand and developing those findings into buyer-focused content;
  • Keys to successful AI implementation and proven tactics for scaling it;
  • Capitalizing on the ever-increasing value of digital marketing; and
  • ABM’s role in creating brand recognition to lay the groundwork before formal outreach.

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