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Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer by Carlos Hidalgo


Carlos Hidalgo has over 20 years’ experience as a B2B marketer and is widely recognized for his expertise in strategic integrated marketing, demand generation and marketing automation.

As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand℠ for enterprise clients globally.

Carlos has been named one of the 50 Most Influential People in Sales Lead Management and a Who’s Who in BtoB Marketing.

The Host’s Perspective:

First off, a quick definition.

Demand generation covers all marketing activities that create awareness about and interest in your company’s products or services.

It includes a mix of inbound and outbound marketing. Commonly used in business to business sales, demand generation is really the marriage of marketing programs coupled with a structured sales process. And it doesn’t usually succeed unless there is a strategic framework.

In “Driving Demand,” Carlos Hidalgo explains that that while your buyers are becoming more modern in their approach, the majority of marketers are failing to keep pace in terms of sophistication.  And it’s costing businesses dearly, except for the ones who have figured out how to drive demand in this new marketing world.

To help companies understand the price they are paying for inaction, Carlos provides examples of businesses who are actually doing harm to themselves by using an antiquated demand generation approach.

The primary reason why companies are failing is because it involves change.

Another big reason companies are failing is that their marketing is more about themselves than their customers. Of course there are other specific reasons why companies run off the rails in trying to do modern demand generation and they are all outlined in the book. But most importantly, the book contains a very specific road map for implementing the kind of institutional change that needs to happen in a business for their demand generation to help sales and revenues start to take off.

If you are in any way involved with B2B marketing, you will be glad you read this book. I sure am.

Listen to the Interview:


Show Notes:

“Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer” by Carlos Hidalgo

Annuitas B2B Enterprise Demand Generation Study

Carlos’ Agency (

Book website (

“The Content Formula” by Michael Brenner (Marketing Book Podcast interview)

“Buyer Personas” by Adele Revella (Marketing Book Podcast interview)

Carlos’ Twitter (@CAHidalgo)

Carlos Hidalgo and Douglas Burdett

Carlos Hidalgo and Douglas Burdett at CEB (now a part of Gartner), Arlington, Virginia

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