8 Essential B2B Demand Generation Best Practices for 2018

Demand generation is a B2B marketing discipline designed to create interest in products and services that results in greater sales pipeline opportunities and revenue. A comprehensive, effective demand generation strategy will also result in happier customers and better sales-marketing alignment.B2B demand generation is experiencing a shift away from lead quantity being considered a key metric. Generating interest in products and services includes building brand authority and increasing brand recognition. Marketers who focus on the entire sales funnel can measure the impact of their efforts more effectively as well as better forecast future success.Supporting full-funnel demand gen in 2018 involves building closer partnerships, a relentless pursuit of operational efficiency and, often, the adoption of new technologies. In this article, we examine eight best practices marketers should adopt in 2018 to implement effective, full-funnel demand generation strategies.While marketing automation has definitely created efficiency in the middle of the sales funnel, top-of-the-funnel activities remain manual, disjointed and somewhat ineffective for many B2B marketing organizations.