With more tools available, more measurement required and more overall complexity, b-to-b demand creation has become increasingly sophisticated. It is easy for demand marketers to overemphasize a single item (e.g. optimizing a specific feature of a technology platform, overanalyzing Web site clicks) at the expense of more important objectives that affect the performance of the entire demand creation function and, ultimately, pipeline contribution. In this guide, we present five planning assumptions that demand marketing leaders must consider in 2017 to stay focused on the big picture of demand creation.
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