There are now more people in the world with cell phones than
people with access to electricity or clean drinking water. Consumers send over
500 million tweets and watch over 200 million hours of video each day just via
YouTube. Many businesses have started to think about these changes in very
small ways, such as the adoption of a “social” strategy or a tool like
marketing automation to help manage all of their efforts. This is why we’ve
seen adoption rates of marketing automation rise from 25% to 53% within 12
months among the 32 B2B Fortune 500 companies (Found in the State Of Demand
report) — and yet less than half of those companies are using marketing
automation
correctly.
correctly.
We now operate in a world where tools are no longer enough to get you to the next level of demand excellence. It takes changing the way you think about driving demand, in addition to tools and techniques.
Most companies know change needs to happen, but are
reluctant, slow, or unwilling to change. This is killing modern marketing
programs in those companies. Companies that are excelling at modern demandgeneration practices such as lead nurturing, on the other hand, are generating
451% more leads than those who are not using these modern demand generationpractices. So I asked Carlos Hidalgo, CEO of Annuitas, what he’s seen in
enterprise change management, and his thoughts on the need for change
management for driving demand.
Article From: www.salesforce.com
