I met with representatives of an international manufacturing company who wanted to change their approach to demand generation. They had one of the leading marketing automation and CRM tools, had invested significantly in marketing campaigns and the development of content, and had worked with three different agencies over the previous three years. In their words, they “had very little to show for it.” Our meeting was the result of their team attending a speech I gave on the need for a change in B2B marketing. As we began our meeting, the director said, “We do not need just another agency, we have tried that already. We truly need to do things differently and change the approach if we are going to be effective.” This organization knew its marketing was not effective and that simply bringing in a new agency and creating more content or pushing out additional campaigns was not enough; the executives understood that change was imperative, but they were stuck.
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