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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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9. Programming, Part 2: Demand Generation

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Demand generation is all about acquiring, converting, and engaging prospects. In doing so, you are creating buyer preference and becoming the vendor of choice in order to meet your company’s quarterly sales forecast and annual revenue goals. Out of all the tasks that B2B marketers undertake, generating leads and creating demand are by far the most important because they are so integrally tied to revenue.

A good demand generation program will help you create sustainable, predictable revenue by giving sales enough of the high-quality leads they need in order to close business. Demand generation programs ...

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