© 2015

Driving Demand

Transforming B2B Marketing to Meet the Needs of the Modern Buyer

  • Authors

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Carlos Hidalgo
    Pages 1-15
  3. Carlos Hidalgo
    Pages 17-31
  4. Carlos Hidalgo
    Pages 33-46
  5. Carlos Hidalgo
    Pages 47-59
  6. Carlos Hidalgo
    Pages 61-74
  7. Carlos Hidalgo
    Pages 75-89
  8. Carlos Hidalgo
    Pages 91-104
  9. Carlos Hidalgo
    Pages 105-119
  10. Carlos Hidalgo
    Pages 121-132
  11. Carlos Hidalgo
    Pages 133-146
  12. Carlos Hidalgo
    Pages 147-160
  13. Carlos Hidalgo
    Pages 161-169
  14. Carlos Hidalgo
    Pages 171-182
  15. Carlos Hidalgo
    Pages 183-189
  16. Back Matter
    Pages 191-204

About this book


Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.


Demand generation marketing sales B2B brand business change management Content Marketing direct marketing interaction management organization organizations Sales social media strategy Twitter

About the authors

Carlos Hidalgo is the CEO and Principal at ANNUITAS, Inc., a leading Demand Generation and Change Management Firm. In his role, Hidalgo works with CMOs and marketing leaders in an effort to transform their demand generation discipline and ensure there is alignment throughout the people, process, content and technology i.e. Demand ProcessSM. Many Fortune 500 companies across multiple business sectors have relied on Carlos and his team at ANNUITAS to shape and guide their Demand Generation transformation.

Carlos has over 20 years' experience as both a practitioner and consultant in B2B marketing and is a recognized thought leader in the marketing industry. As an international speaker and avid blogger, he is often sought after for his opinion on trends and happenings in the B2B marketing industry.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods


"If you are holding this book in your hand, this is your call to arms. For the new process of marketing and demand generation to work in your B2B organization, you need to start doing the little things to aid in transforming your organization based on the truth the buyer is in control and, for the most part, they don't really care about your products or services. Right now, there is a moment in time where smart organizations that understand how to communicate with customers will lead the transformation into a new marketing process. You have the power to make that change. This book is the first place to start.' from the Foreword by Joe Pulizzi, Founder, Content Marketing Institute and Author, Epic Content Marketing

'Driving Demand provides B2B marketers with two truly hard things to find: a strategic framework for their demand generation program and specific tactics that provide a real 'how-to' on execution. Driving Demand is an essential book for any B2B marketing organization.' Craig Rosenberg, Chief Analyst, TOPO

'Carlos deftly breaks down both the new and classic challenges to building programs that continuously deliver demand through sales and marketing, all while actually differentiating your product or service from the pack. This book is as thorough as it is accessible. I would recommend it to anyone who needs to create demand and doesn't want to follow victim to the usual shortsighted traps organizations often fall into.' Jesse Noyes, Vice President of Product Marketing, Content & Communications, Kapost

'Compelling! For B2B marketing leaders assessing the challenge of Demand Generation Transformation and asking, 'Is it worth it?' Driving Demand is the manifesto that proves the value and provides the roadmap to manage change as you get the job done.' Ardath Albee, author, Digital Relevance: Developing Content and Strategies that Drive Results

'At this point, there is no doubt that all B2B marketing organizations need modern demand generation strategies. All too often, these companies think buying technology is all that's needed but that's just not true. Driving Demand is a must-read blueprint for everything ELSE that's required for success, including aligning people, process, and content with technology, including tips for the hard issues of change management and transformation.' Jon Miller, CEO and Co-Founder of Engagio