How To Identify B2B Demand Types

For the many marketing organizations facing demand generation challenges, problems often stem from an inability to rally sales and marketing around the most fundamental of demand issues. As a starting point, the various go-to-market teams within an organization must agree on the type of demand it seeks to create — and understand what strategies and tactics to use as a result. In this report, we describe the three core B2B demand types and key considerations for effective planning and tactic selection for each.