This Year, Tackle These 3 Demand Generation Priorities First

After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. In this context, by “act” I mean that the client and his/her company have built a solid foundation on which virtually every campaign or program has a reasonable chance of success.In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. If we only had ABM, you hear. Or Predictive. Or Social Media Analytics. And yes, these new technologies can help fuel success, to be sure, but they can also be a crutch that prevents companies from addressing the very basic, block-and-tackling tasks that form the foundation for demand generation success.And so, as you prepare next year’s marketing budget, and craft your martech wish list, make sure before anything else that you have your house in order. Before you add one more product to your tech stack, here are the 3 demand generation priorities I’d make sure are addressed first: