The success of a demand generation marketer is no longer measured in just the quantity of news leads generated.
Rachel Rosin, Group Manager, Marketing Operations at Glassdoor says
“A successful [demand generation] program is measured by the quality of those leads, what you’re able to convert to revenue, and the ability to prove your contribution to your company’s bottom line.”
B2B marketers are facing increased pressure to successfully orchestrate demand generation across multiple channels, generate new qualified leads that convert to opportunities, and attribute new revenue to marketing actions. While effective demand generation requires marketers to maintain a full-funnel mindset, knowing the specific actions and tactics to use isn’t always simple.