Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer

by Carlos Hidalgo

Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.

Genres: Business, Nonfiction

204 pages, Hardcover

First published October 20, 2015

About the author

Carlos Hidalgo is a “serial entrepreneur”. During the span of his 25-year career Hidalgo has served in two non-profit organizations, led global marketing teams in two enterprise software companies and founded two consulting agencies.

In addition to his various roles, Hidalgo is the author of "Driving Demand", one of the Top 5 Marketing Books of all time according to Book Authority.

He is also a managing partner in two software start-ups, serves on the board of one other and has followed his wife’s lead in volunteering for Beauty For Ashes Uganda, an organization dedicated to the long-term sustainability and healing for single moms and widows in Uganda.

Hidalgo has found success throughout his career and led his first agency to three consecutive Inc. 5000 awards.

Since that time, Hidalgo has left his first agency and started another one where he works with organizations from the Fortune 50 to tech start-ups.

He is currently working on his second book for business leaders and entrepreneurs and expects "The UnAmerican Dream" to publish in June of 2019

You can follow Hidalgo on Twitter @cahidalgo

Reviews

[Ahmad hosseini · Rating 3 out of 5]

Content marketing in B2B business is a challenge. This challenge is much bigger for big corporations where content, marketing and sales team work separately. This book is a suitable guideline for marketers and leaders in big corporation that can help them deal with these challenges and make changes.
This book provides the information on how to change the people, process, content, and technology in order to effectively drive demand, maximize budget, optimize technology and resources, and have a greater impact on business and better alignment with B2B buyers.

[John · Rating 4 out of 5]

The days when companies controlled messages and their buyers' purchasing processes are over. Most enterprise buyers develop intent based on independent research (e.g. google, blogs, professional orgs etc) before ever speaking to a sales rep. Marketers must develop relevant, substantive content targeted at each stage of buyers' research and decision-making process. Driving Demand offers a roadmap of activities and KPIs to improve effectiveness of lead gen, nurturing, and conversion activities in B2B marketing.

[Javier · Rating 5 out of 5]

Fantastic read, helps those who are trying to build a demand gen system in a company.

[Trường · Rating 2 out of 5]

Considering how few books focus on B2B marketing, this has been a beneficial read to me.

However, that doesn’t necessarily make it a good book. While it does a decent job of highlighting common challenges faced by most B2B marketing teams, it falls short when it comes to offering concrete solutions. It's evident that the author intentionally keeps things vague and somewhat confusing, likely to promote their consultancy services.

In fact, you could skip most of the book without missing much. For experienced marketers, I’d recommend focusing on Chapters 1, 2, 6, 7, 8, and 10, and skipping the rest.

In conclusion, this book is worth reading if your B2B demand generation strategy is underperforming and you’re unsure why. It might help identify where things are going wrong. However, if you already understand your issues and are seeking actionable solutions, it’s not worth your time.

[Peter · Rating 5 out of 5]

Realistic Demand Generation Integration Overview

Great demand generation strategy book.

Addresses the benefits and challenges of integrating demand generation strategy into your company. It includes solutions in communicating with stakeholders, the necessary workflows, and what it takes to pull together a working Demand Generation system. Especially find the list of metrics per journey stage to be helpful.