Demand generation is not easy. While some may suggest otherwise, those who must concern themselves with it on a daily basis are only too aware of the increasing number of plates that must be spun to bring leads into the top of the funnel in today’s rapidly moving digital world.
These days, it’s not enough to know about the changes in your own industry. You must keep up to date with changes in digital channels; you must familiarise yourself with Google algorithm updates; and you must recognise the ways in which your buyers research, evaluate and decide. And that’s just the beginning.
Marketing automation is now well established as the best technology to manage the nurturing of leads through the middle of the funnel, and CRM as the platform for sales teams to keep track of MQLs and existing customers. However, a new breed of technology is emerging to aid with top-of-the-funnel lead acquisition and help demand generation marketers to make processes quicker and more data-driven than ever before.