Demand Gen (r)Evolution – Page 2

Social selling is not just LinkedIn requests and tweets. It means knowing the customer, understanding their business and engaging with a relevant value proposition.

Sales and marketing rarely agree on lead quality. Define the sales-ready lead together, give sales what it needs, and get involved at the team level.

Early-stage buyers distrust promotional content. Brand-agnostic content that addresses their problems, even mentioning competitors, earns trust and the next step.

Marketing automation without documentation is a car without a spare key. The five documents every marketing and sales team should write before going live.

A nurturing programme needs far more content than most budgets assume. The maths of content volume, what it costs relative to software, and how to map it.

Written after Dreamforce 2011 and updated for 2026: how CRM and marketing automation platforms evolved, how they compare, and whether they make marketing buyer-centric.

Revenue performance management asked marketers to tie programmes to revenue. How to connect demand generation inputs to revenue outputs with ROMI and attribution.

The demand waterfall explains how inquiries become deals. Two additions make it practical: a Prospect stage at the top and smaller steps inside the MQL stage.

How to turn buyer-targeting context into a working programme built on three models: engagement, acquisition and nurturing, with scoring and technology underneath.

Before campaigns, a demand generation plan needs context: clear objectives, a buying-process profile, baseline conversion rates and reverse funnel maths.