Demand Generation (CONT’D FROM PAGE 22)
• Adapting to Changing Buyer Behavior: By creating and distributing valuable, educational content, demand generation strategies meet buyers where they are in their journey, building trust and positioning the compa- ny as a thought leader. • Navigating Global Competition: Tailored messaging and differentiated branding help companies stand out, turning global competition into an opportunity to high- light unique value propositions. Sales And Marketing Synergy Demand generation marketing not only addresses the modern challenges head-on but also creates a seamless continuum between marketing and sales. This integrated approach ensures that sales teams are equipped with bet- ter-qualified leads and actionable insights, enabling them to focus their efforts more effectively and close deals more efficiently. The Path Forward As the packaging industry continues to navigate the complexities of the modern B2B sales landscape, embrac- ing demand generation marketing offers a way forward. By integrating these strategies, businesses can enhance their sales processes, adapt to the changing market dy- namics, and ultimately, secure a competitive edge in a rap- idly evolving industry. Bill Link is a marketing strategist specializing in B2B marketing and President of BRANDSherpa. Visit brand- sherpaconsulting.com.
• Changing Buyer Behavior: The modern buyer's journey is increasingly self-directed, with a preference for gath- ering information online ahead of sales interactions. • Global Competition: Easier access to global markets has broadened options for buyers, intensifying the competition among suppliers. Respond To Change The shift in B2B sales has introduced challenges, such as lengthier sales cycles and increased sales costs, but
also opportunities for those willing to adapt. By aligning sales strategies with current buyer pref- erences, companies can achieve greater efficiency and profitability. Demand generation marketing has emerged
as a strategic response, leveraging digital tools and in- sights to attract, engage, and nurture prospects until they're ready to engage with sales. • Technology and Digitalization Response: Through targeted digital campaigns and sophisticated use of data, demand generation captures and nurtures leads across multiple touchpoints, ensuring a steady pipeline of sales-ready leads.
• Value: High productivity driven by precise registration and low waste. • Versatility: Wide board and label size range. • Low Maintenance: All Servo Drives and simplified controls. • Ease of Use: Easy machine set-up, clean-up, and routine maintenance.
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May 27, 2024
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