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

4.7 out of 5 stars 11 customer reviews

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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.
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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 (11 customer reviews)
  • Amazon Best Sellers Rank: #1,501,028 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Kindle Edition Verified Purchase
Great value....well constructed and highly informative. Adam applies the principles espoused in his book of delivering educational content to his readers respecting their desire for information and communicating it in a straightforward, concise and consumable manner. Each section took me through a journey of insight that has had direct application to my business needs. The nuggets at the end containing Field insights were a real bonus.
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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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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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Format: Kindle Edition Verified Purchase
Gone are the days of Mad Men marketing tactics. While I've seen people deny it, hide from it, and struggle to catchup, this book is one of few resources that lay out a clear path to calculated marketing/demand generation success.

I spent $10 (Kindle) on this book, and I can honestly say it is a better value than the thousands of dollars I spent on formal schooling. I'll be reading this at least 5 more times to really digest and start applying it all. Thank you to Adam Needles for such an amazing resource!

For all those who haven't read this book yet, you need to. If not, you'll likely get replaced by someone who has.
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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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Format: Hardcover Verified Purchase
Adam Needles' Balancing the Demand Equation is a must read! In the first part of the book, Adam outlines the shortcomings of traditional B2B marketing--a chronic lack of customer focus which inhibits a long-term relationship with the buyer. The second part of the book provides a model for managing the leads that result from content marketing programs in order to produce more sales qualified leads.

I have recommended this book to a number of forward-thinking heads of marketing. If you are a B2B marketer, I would order this book ASAP.
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