Five Opportunities For Innovation In Demand Marketing

Changes in buyer behavior and expectations, as well as new technologies and touchpoints, are causing demand marketers to rethink program design and delivery. Demand marketers should explore five key areas of innovation related to digital and nondigital tactics to reach and engage new buyers. To assess the potential impact of an innovation, consider audience context, alignment with demand program objectives, and tactic mix integration.

B2B marketing organizations often face choices that position the status quo against innovation. Changes in buyer behavior and expectations, as well as new technologies and touchpoints, are forcing B2B marketers to rethink their approaches to designing demand programs that fuel the revenue engine. In this report, we examine five opportunities to adopt emerging digital and nondigital tactics for reaching and engaging new buyers.