Generating demand for new products is super challenging. But the challenges would be at a different level if you had to generate the demand for product categories that didn't exist and if you had to go through procurement. Luckily, today's technologies allow you to target specific roles in a given account, so they can relate with your logo and brand before you visit them. The manufacturers who would have wasted millions of dollars in the generic marketing strategies such as trade shows without any tracking can know what is happening with each of the impressions, who is looking at your content, and if you are heading in the right direction with your investments.In today's episode, our guest, Daniel Englebretson, shares his insights into the demand generation strategies for new product development. He also shares several stories about his work where he successfully penetrated the market where there was not even a category for that product. Finally, he shares his challenges working with procurement and how he broke into these accounts through innovative targeting strategies that are only possible through the technologies available in the market.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.