Robert Alvin: Foreword – Rethinking Demand Generation

“Just because someone has ‘VP’ in his or her title doesn’t mean that that person is more or less open to change. Job title has nothing to do with it”

In my twenty plus years of experience working with organizations worldwide on lead generation programs, challenging the status quo to sell change within any organization is a high hurdle. Furthermore, the mindset necessary to create ‘change driving content’ is a massive pivot away from the marketing laurels of selling values, benefits, and solutions. To challenge the status quo, you must think differently and this eBook beautifully outlines multiple perspectives to aid in redefining your approach. It’s no longer just about selling ‘the dream’ but also ‘how to avoid failure and loss’. While these concepts are extremely logical, they’re still very difficult for marketers to apply…which is why very few do today.

In demand generation, challenging the status quo isn’t just about creating content that converts, it’s about reaching the change makers. The majority of marketers immediately isolate and target the C-suite, unfortunately professionals at this level are not the individuals researching solutions, proposing changes, and selecting vendors. Yes, the C-suite signs on the dotted line but they aren’t the mobilizers within an organization and they certainly aren’t the majority. You risk obtaining deep influence within organizations by only targeting the one percent.

This eBook will completely change the way you think and approach demand generation. I highly recommend sharing the eBook with B2B marketers, executives, and sales teams seeking more won opportunities this year.

This is an excerpt from 9 Experts on Rethinking Demand Generation. The eBook was generously co-sponsored by Mighty Guides and Netline.