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Marketing Above the Noise by Linda J. Popky

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7 Demand Generation: Getting the Message Heard

If a marketing campaign lands in a forest and there’s no one there to hear it . . . does it make a sound? Today’s organizations arm their sales and marketing teams with customer data, engage their frontline employees, and still launch marketing campaigns that fall flat. With all the resources and technology available, why does this happen? Probably because too many organizations are focused on getting their messages in front of prospective customers. What they are often not doing sufficiently is developing tactics that cut through the noise so those prospects are willing and able to listen to those messages.

Demand generation today is about finding the right vehicles and tactics to reach customers. ...

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