Abstract
The need for change in B2B demand generation cannot be ignored any longer, but yet for many organizations the question still is how to manage change. There are three fundamental reasons why B2B marketing leaders need to embrace change—our buyers require it, our organizations need it, and never before have demand generation professionals been better equipped to do it.
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Notes
DemandGen Report (2015, February), Content Preferences Survey. Hasbrouk Heights, NJ.
Ibid.
Rose, R. (2014, September 22), Chief Strategy Officer, Content Marketing Institute. C. Hidalgo, interviewer, Colorado Springs, CO.
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© 2015 Carlos Hidalgo
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Hidalgo, C. (2015). The Need for Change. In: Driving Demand. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137526809_12
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DOI: https://doi.org/10.1057/9781137526809_12
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-55906-0
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