Many savvy marketers have a go-to playbook, i.e., a collection of demand generation tactics, that has historically delivered results. Interestingly, over the past five years, it’s become increasingly clear that the traditional tactics aren’t working like they used to. Thanks to changes in the macroeconomic environment, digitally focused buying behavior and new go-to-market (GTM) motions, many CMOs are trying to figure out why their strategy and tactics aren’t achieving the levels of success they once did.
In this e-book, we’ll share insights from John Steinert (TechTarget) and renowned industry leader Jon Miller, including why the traditional go-to-market playbook is plateauing and how B2B marketing teams can overcome dried-up demand generation results. You’ll walk away with insight into what exactly comprises the “new” playbook and how you can start implementing these tactics right away.
