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Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model Hardcover – September 19, 2011


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Product Details

  • Hardcover: 200 pages
  • Publisher: New Year Publishing (September 19, 2011)
  • Language: English
  • ISBN-10: 1935547364
  • ISBN-13: 978-1935547365
  • Product Dimensions: 6.1 x 0.6 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #2,038,424 in Books (See Top 100 in Books)

Editorial Reviews

Review

"The simplicity of his approach is admirable. ...  It's both strategic enough to help you think through the issues and tactical enough to help you actually do sometihing meaningful to address them." ~ Ardath Albee, Marketing Interactions

"Adam Needles' new book Balancing the Demand Equation closes the gap.  ... Consider this a guidebook for how to play the game and win." ~ David Raab, Customer Experience Matrix

"Balancing the Demand Equation is about the changing B2B environment where relevancy and efficiency matter most, but marketers are currently unable to deliver." ~ Anand Thaker, Marketing Technology

"I've been a fan of Adam's for many years ... he's a master mechanic of modern marketing engines. ... For the mere price of a book, it's a bargain to tap into Adam's experienced and inspiring thinking on these topics."  ~ Scott Brinker, Chief Marketing Technologist

"I never do book reviews, but it is interesting how many times I get asked: 'What should I be reading about B2B marketing?'  That is why I am writing ... about ... Balancing the Demand Equation - it is worth passing along to everyone ... add [it] to your list." ~ Craig Rosenberg, The Funnelholic

"The simplicity of his approach is admirable. ...  It's both strategic enough to help you think through the issues and tactical enough to help you actually do sometihing meaningful to address them." ~ Ardath Albee, Marketing Interactions

"Adam Needles' new book Balancing the Demand Equation closes the gap.  ... Consider this a guidebook for how to play the game and win." ~ David Raab, Customer Experience Matrix

"Balancing the Demand Equation is about the changing B2B environment where relevancy and efficiency matter most, but marketers are currently unable to deliver." ~ Anand Thaker, Marketing Technology

"I've been a fan of Adam's for many years ... he's a master mechanic of modern marketing engines. ... For the mere price of a book, it's a bargain to tap into Adam's experienced and inspiring thinking on these topics."  ~ Scott Brinker, Chief Marketing Technologist

"I never do book reviews, but it is interesting how many times I get asked: 'What should I be reading about B2B marketing?'  That is why I am writing ... about ... Balancing the Demand Equation - it is worth passing along to everyone ... add [it] to your list." ~ Craig Rosenberg, The Funnelholic --David Raab, Customer Experience Matrix

From the Author

It's a brave new world for B2B demand generation.

Everywhere B2B marketers turn these days, they are exposed to new technologies for automating program execution and for closing the loop between tactical marketing activities and revenue outcomes.  And they are being hit with a barrage of new buzzwords, such as content marketing, inbound marketing, lead management, lead scoring, marketing automation, marketing operations, nurturing and revenue performance - concepts that often are inconsistent with their legacy views of what B2B marketers can and should do for their organizations.

B2B marketers also are finding themselves more challenged than ever in their demand generation efforts.  They are being pushed to improve alignment between marketing and sales teams, to tightly integrate marketing and sales processes and to become more transparent and accountable in these processes than ever before.  They are at the same time contending with a seeming 'explosion' of new communication channels - including social media and mobile.  Compounding these challenges, B2B marketers are struggling to engage (and are finding they are fundamentally out of touch with) 'Buyer 2.0' - i.e., the savvy, new B2B buyer in a Web 2.0 world.

How are B2B marketers responding to these challenges?  Too often they are responding by going with 'what they know.'  They are applying outdated mass-communication processes to new technologies and are winding up with worse results than ever before.

Thus the B2B demand generation 'formula' has never been more out of alignment.  And at the core of the problem is a fundamental disconnect in B2B marketers' skill sets, with how they are positioned in their organizations and in their own understanding of the leadership role they must play in today's B2B demand chain.

Balancing the Demand Equation:  The Elements of a Successful, Modern B2B Demand Generation Model was written to help B2B marketers overcome these challenges - to help them understand and succeed in the modern B2B demand generation environment.

The first half of the book delivers insights into the changing nature of Buyer 2.0 and the overall environment facing modern B2B demand generation - backed by data from a number of leading marketing researchers and thought leaders.

The second half of the book introduces a new framework for approaching B2B demand generation to help rationalize and re-orient our marketing activities.  The core of this framework is finding the right balance between 1.) focusing on the buyer - i.e., becoming more one-to-one and bottoms-up in our buyer engagement - and 2.) adopting an operations mindset - i.e., shifting to a scalable, process-oriented mindset to deliver the volume of one-to-one buyer interactions and qualified leads required to succeed.  As the book explains, 'balancing' these two elements is ultimately the key to succeeding with modern B2B demand generation. As with the first half of the book, this framework also is backed by comprehensive research, along with case studies from companies that are in the process of evolving their own B2B demand generation approaches.

More About the Author

Adam B. Needles is a passionate B2B marketing change agent -- helping companies build successful, modern, buyer-centric demand generation programs and transform their lead-to-revenue demand processes to drive profitable revenue growth and build sustainable brands.

He is the author of Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model - a book written for B2B marketing leaders.

Adam has led marketing strategy and demand generation programs for dozens of companies since the late 1990s. These include publicly-traded, Fortune 500 companies such as Dell, E*TRADE FINANCIAL, Lenovo, Motorola, Pitney Bowes, Platinum Technology (acquired by CA Technologies), PNC Bank, PTC and Target.

Adam most recently was the Chief Strategy Officer for '2.0' digital demand generation agency, Left Brain DGA, headquartered in Silicon Valley. He oversaw the agency's core models for designing and executing buyer-centric demand generation programs; he served as the principal demand generation strategist on client accounts; and in his first year with the agency, he contributed to more than 300% client-revenue growth, year-over-year.

Adam was previously B2B Marketing Evangelist and Director of Field Marketing for Silverpop, one of the largest email marketing and marketing automation vendors in the world. Adam founded the B2B Marketing University series and built out Silverpop's 'field marketing 2.0' organization. Prior to Silverpop, Adam served as Vice President of Marketing and Development for technology-industry analysis firm The 451 Group, where under his marketing leadership, revenue grew by a 10X factor over 4 1/2 years. Additionally, he helped build the firm's B2B service brand in the United States and Europe and led early initiatives around marketplace repositioning and defining the product/service mix. Before joining The 451 Group, Adam was a principal with DVG Research, a market strategy firm, and an associate with Silicon Valley public relations and marketing communication agency Citigate Cunningham.

Adam is an active speaker and blogger on B2B demand generation topics. He has spoken at a number of B2B marketing and sales events across North America, including BtoB Magazine's Leading Edge virtual event, CRM Evolution, Dreamforce, the Online Marketing Summit and Sales 2.0. He also has spoken at a number of UK and European events including B2B Marketing magazine events in London, as well as B2B Marketing Forum in Amsterdam.

Adam holds a BSFS degree in Science and Technology in International Affairs from the School of Foreign Service at Georgetown University in Washington, DC. He also holds an MBA in Brand and Product Management from the Wisconsin School of Business at the University of Wisconsin at Madison.

In his free time, Adam enjoys rock climbing and traveling to destinations with sandy beaches, and laying around doing nothing.

Customer Reviews

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Great insight - easy to read and follow AND APPLY.
Joe
For new B2B marketers, this book is a great resource on the background on buyer shifts and provides a how to approach lead management.
Anand Thaker
If you are considering marketing automation or are looking to improve your business sales process I highly recommend this book.
Bryan Brown

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By David Cummings on October 11, 2011
Format: Hardcover Verified Purchase
Adam has been a thought leader in the marketing automation space for several years now. With the release of his book Balancing the Demand Equation he solidifies his position as one of the top thinkers in the market. Every B2B marketer needs to buy this book, study it, and implement the best practices in their organization. Marketing automation is the most profound change to the marketing profession in the past 10 years and should be enthusiastically embraced (disclosure: I'm with Pardot, a marketing automation vendor).
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2 of 2 people found the following review helpful By Carlos Hidalgo on September 27, 2011
Format: Hardcover
Needles minces no words when he states that B2B Demand Generation is failing. He articulates very clearly not only the what (failure), but the why behind the failure and how to address it. Any B2B marketer who is looking to take the next step in their career growth, learn about what is needed in today's market environment and excel as a leader in their organization needs to read this book. It is a guidebook on how to fix the failings of the past
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1 of 1 people found the following review helpful By chandler on March 20, 2012
Format: Hardcover Verified Purchase
As a new-bee to the world of B2B marketing strategy, I recently learned of the concept of "drip marketing" and "demand generation." While planning my organizations' marketing campaign for 2012 I reached out to a provider of marketing automation software, trying to understand how to convert more "leads" generated via outbound marketing efforts into sales-qualified opportunities. Overwhelmed with the too-good-to-be-true features of these types of software platforms, which track and analyze prospects' online behavior thus providing insight into buyer persona, buying cycle, etc., I was referred to Needles' book for clarification. Now, I completely understand the logic and implementation of "demand generation programs" and am actively working to integrate this revolutionary sales/marketing strategy into my organization. I am forever indebted to Needles for this conceptual but tangible treatment of such a new and provocative field of B2B marketing.
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1 of 1 people found the following review helpful By Bryan Brown on January 31, 2012
Format: Hardcover
Needles is a passionate thought leader and advocate of the B2B Marketer. This book is for anyone looking to learn the game changing new rules of B2B demand generation. The customer case studies and examples are particularly helpful for anyone wanting to know how to adopt these ideas into their business. Kudos to Needles for tackling the subject in depth. Marketing Automation is the only technology poised to enable the demands of the socially informed buyer allowing the marketer to speak to masses of amounts of people as individuals. Today's CMO must market to individuals not audiences - marketing automation is their champion. If you are considering marketing automation or are looking to improve your business sales process I highly recommend this book.
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1 of 1 people found the following review helpful By Anand Thaker on January 16, 2012
Format: Hardcover
A siloed approach of evaluating success in demand management is no longer viable. Instead, it requires evaluating and tweaking the entire pipeline (incoming channels, data integrity, progressive profiling, nurturing) and valves (scoring, routing).

For new B2B marketers, this book is a great resource on the background on buyer shifts and provides a how to approach lead management. For a veteran, the book articulates and supports, through lots of supporting research, many of the ideas you know that were nagging you, but you were too busy playing the role of an octopus. Adam's book goes through it all.
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