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Published on: June 2006
Type of content: CASE STUDY
Format: Adobe Acrobat (.pdf) (291 kb)
Price: FREE

Overview:
Do you ever wonder how potential buyers view the strategic approaches and tactics you commonly use to entice them? SiriusDecisions has commissioned a new research study to examine the efficacy of demand creation -- not from your point of view, but from the prospects and customers you are spending millions of dollars to communicate with every single day. In this Executive Summary of our recent Webcast, "Demand Creation: The Prospect's View," we answer the following questions:

- Which demand creation tactics are viewed the most favorably in the b-to-b marketplace?

- Which tactics are starting to lose their appeal?

- How does a customer's buying process impact the type of tactics and approaches they react to?

- How does content affect the opinion of overall tactical appeal?

- What planning assumptions should you be using to develop your end-to-end demand creation plan