Momentum – new perspectives on demand generation

Just a quick post to link to an article I've just written for Banner. It outlines a new approach to demand generation that I've named 'Momentum'.

Essentially, I argue that marketers need to move away from the traditional six week B2B campaign that imposes an artificial process and timescale on prospects. I explode the myth of the sales funnel metaphor. And I show how these old-school methods significantly damage effectiveness and ROI.

Instead, it's time to move to a perpetual trigger-based approach. One recognising that different customers will need different information at different stages. Today, this information can be triggered by easily observable customer behaviour using modern marketing automation systems such as Eloqua. The result is a more personal, more relevant and ultimately more effective way to generate and nurture demand.

You can view the full article on Slideshare. Alternatively you can download the PDF here.