Several years ago, Eloqua (now Oracle) ushered in the phrase Modern Marketing. The term was meant to indicate that B2B marketing is in a new era, that we have the tools and the means to market in this Internet-enabled and social age we live in. While we are certainly in the midst of a modern era, few organizations are making the necessary adjustments to equip their people to be “Modern Marketers” and are not keeping pace with what is needed in demand generation today As buyers now have access to more information via the Internet and social media, their approach to buying is growing more sophisticated and complex. Rather than looking for information from the vendor’s sales reps, they are finding this information on their own and taking more control of their buying journey. As a result, vendors and sales people often do not become involved until much later in the buying cycle.
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- The Issues with Modern Demand Generation
- Palgrave Macmillan US
- Chapter 1