DOCSLIB.ORG

Getting Started with Demand Generation

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Getting Started with Demand Generation GETTING STARTED WITH How to effectively plan, execute, and measure DEMAND GENERATION multi-channel campaigns. www.parkerwhite.com | [email protected] we give brands life™ Part 1: Understanding Demand Generation At its core, demand generation encompasses the entire gamut of marketing programs that both drive awareness and create demand for your company’s products or services. Much more than lead generation, demand generation programs: • Align your marketing team with your sales team • Act as touch points used throughout the entire sales funnel • Evolve and grow outbound and inbound initiatives • Help build qualified lists that can be nurtured into sales-ready prospects • Utilize marketing automation to deliver personal and timely content • Provide comprehensive analytics for measuring campaign performance Demand generation is the marketing system’s lifeline—bridging the gap between your sales and revenue operations—with the end goal of building and nurturing key prospect and customer relationships for as the duration of each individual’s sales cycle. DIFFERENCES BETWEEN LEAD GENERATION AND DEMAND GENERATION Lead generation is the process of generating and collecting contact information through the promotion of lead forms and landing pages in order to increase your leads database. A classic example is providing top-of-the-funnel offerings such as whitepapers, eBooks or webinars in exchange for an email address—a lead. Demand generation acts as an umbrella for all marketing programs that create awareness and drive demand for your product throughout the entire sales funnel. More technical in execution, demand generation entails identifying and mapping out the entire buying process—from initial awareness to paying customer, and all various buying stages in between. By analyzing real-time data and implementing a lead nurturing/scoring system, your marketing team is able to deduce when specific leads might be ripe for your sales team to intervene. Since it happens across all digital mediums, it’s open to continuous iteration—making it easy to demonstrate the value you’re producing from all of your marketing activities and investments. To be clear; You can’t do lead generation without demand generation; the two feed off each other. However, it’s important to find the right balance between the two to truly be successful in your multi-channel marketing campaigns. Part 2: The Demand Funnel A demand funnel is a visual framework for grouping and scoring prospective customers based on their progress in the buying process. It is an essential element in your marketing strategy and yet: “68% of B2B organizations have not identified their funnel”(MarketingSherpa). It’s crucial that sales and marketing teams are aligned in this effort and are working in tandem to ensure overall alignment of your brand’s goals and objectives. Sales and marketing teams must agree upon universal terms for each stage and situation of the demand funnel. This helps to define common language between sales and marketing teams—and driving demand only works when both teams are united in their efforts. WHAT’S IN A DEMAND FUNNEL? • Your website plays the most crucial role in filling leads for your demand funnel. Make sure it’s easily navigable and regularly updated with new and useful content. • Triggers must be set in place at each stage of the funnel to help decipher when conversions take place between stages, and who will act upon them accordingly. • Lead scoring is typically a number given to a prospect defining where they are and what stage they might be in relative to the sales funnel. For instance someone who came to your site and read a blog would have a lower lead score than someone who came to your site, read a case study, browsed your product or service pages, and downloaded an eBook. • Segmentation plays a pivotal role by allowing your marketing team to organize its database into lists, helping you group similar prospects in the same stage of the sales funnel together. • Lead nurturing is done to help foster relationships with your prospects as well as show/ convince your product or service is the best solution/option. Demand generation is the marketing system’s lifeline—bridging the gap between your sales and revenue operations—with the end goal of building and nurturing key prospect and customer relationships for the duration of each individual’s sales cycle. MARKETING AUTOMATION’S ROLE IN THE DEMAND FUNNEL Marketing automation software is to demand generation what Henry Ford’s perfected assembly line was to the industrial revolution. Though both can still be done manually, to truly maximize scale and productivity it’s no longer a matter of “if” you should use marketing automation. Marketers—many of whom might be your direct competition—are operating their sales funnels with automation principles straight from the industrial age and manufacturing demand for their brands on a measured scale. By unifying your sales and marketing teams you are creating an integrated factory. Your marketing team can focus on creating and driving demand through both inbound and outbound marketing initiatives, pushing prospects and leads down the assembly line to your sales team to close the deal. It’s through this automated journey that both sales and marketing can utilize various touch points, personalization, and behavioral flows to nurture individual leads and prospects for maximum conversion. Each step ultimately involves fostering customer relations; thus it’s important to define the process early on. Once this is complete, your marketing team’s goal is to leave the prospect with enough knowledge and positive images of the brand and product that the sales team can easily set them up to take action—or they end up taking action on their own depending on your product or service platform. Part 3: Buyer Personas Buyer personas are tools that help you understand who your target audience is and how to effectively communicate with them; you can’t effectively craft your messaging without knowing exactly who you are talking to, and what kind of content will resonate with them. “90% of companies using personas have been able to create a clearer understanding of who buyers are”(Boardview). To tell your brand’s story, your personas must be well developed; it helps your team to become familiar with the characters in the story that they’re trying to sell. A brand is an identity that has personality, values and traits, so personas must be created to that reflect that identity; if your brand does not believe in its story, then the prospect will not believe in your brand and they will turn to the competition. Start by giving your persona a name. Then, think about the persona’s background. Decide on characteristics like age, gender, income level, living situation, education level, hobbies, occupation, pain points, personal and professional goals and things that would turn him or her toward or away from your brand. Another question to ask is the prospect’s role in the buying process: Is the person the decision-maker or an influencer? If the prospect is the decision-maker, who or what might influence his or her decisions? Your marketing and sales teams must work together to determine what they want the persona’s buying process to look like. That will allow the marketing team to assess how they will use the persona’s unique story to contribute to the brand’s story. A side note on personas: Marketing and user experience (UX) professionals both like to use personas, but to different means. On the marketing side (as applicable here), a persona is used to capture the attitudinal behavior of your audience and are based primarily on quantitative research. UX personas are archetypes based on qualitative research regarding behaviors, needs and goals. Don’t fall into the assumption that your marketing personas can be used for UX decisions and vice versa. By establishing the right kind of personas, your marketing team can take them through the buying process to find any weak points in your current strategy. To do so, start with the five stages of considered purchases: inquire, learn, evaluate, justify and select. With this model, you can choose a product and the best persona for that product to evaluate step by step the efficacy of your marketing and sales strategies. Part 4: Mapping Content & Building a Content Calendar Similar to mapping the buying process with your personas, your team should also map your content to find its strengths and weaknesses. Your story is told first and foremost through content; it needs to be diverse in order to reach all of your personas, but it still needs to come together with a seamless message and voice. A content calendar is a helpful way to layout a timeline for your content. The calendar will allow your team to plan the release of content at peak traffic times to maximize the impact on the target audience—and it also helps you create a cadence for your messaging mix. Think of your calendar as a checkpoint for content; when the content is added to the calendar it is assessed again, which gives the marketing team an opportunity to ensure that the content is worthwhile, relevant, timely, and most importantly, not fluff. CONSISTENCY AND COMMUNICATION Internal communication is key to success—both between teams, and within the marketing team itself. Lack of specificity is a common problem; for example, if one marketer thinks the chosen persona likes light-hearted memes while another believes the same persona wants to see charts with data, then the message will be inconsistent and ineffective. To prevent this clash, your marketing team should create a content style guide with specific do’s and don’ts so the content is consistently on message and engaging.
Load more

Recommended publications
  • The State of Marketing Automation in 2020 CONTENTS
    whitepaper The State of Marketing Automation in 2020 CONTENTS Foreword..........................................................................................3 Executive summary ........................................................................5 Introduction .....................................................................................8 About the report authors ............................................................. 11 State of adoption of marketing automation ...............................12 Drivers and drawbacks of automation ........................................20 Managing marketing automation ................................................23 Managing B2B Marketing Automation in 2020 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 2 FOREWORD Much as last year, I would like to begin by thanking everyone that took part in our survey. As always your comments and recommendations continue to provide vital feedback and help us to make our annual report as useful and insightful as it can possibly be. As a marketing automation and lead generation provider, we are constantly striving to understand the ever-changing developments in the marketing automation industry. By reviewing the trends that have developed over the past 12 months, observing what has performed well and changes we believe will take off in the months and years to come, we can not only improve our platform but share with you a report that will hopefully illuminate future practices
    [Show full text]
  • The 'What's Working' Series
    Demand Gen Report (DGR) has tapped into the pulse of the B2B marketing industry since its launch in 2007. Our website, newsletters and in-depth reports cover the latest trends, capture insights2020 from top industry executives and offer a close-up look at best practices for demand generation professionals. SOME OF OUR FEATURED TOPICS INCLUDE: ⊲ Account-Based Marketing ⊲ Intent & Signal Data ⊲ Marketing Operations ⊲ Revenue Acceleration ⊲ Artificial Intelligence ⊲ Interactive Content ⊲ Measurement & Analytics ⊲ Sales Enablement ⊲ Content Marketing ⊲ Lead Scoring & Nurturing ⊲ Predictive Intelligence ⊲ Social Selling ⊲ Database Strategies ⊲ Marketing Attribution ⊲ Retargeting Strategies ⊲ Video Marketing Demand Gen Report offers a number of opportunities for contributors to submit story ideas and content for publication on our website and in our newsletters. Featured editorial opportunities include: ⊲ DEMANDING VIEWS COLUMN: B2B marketing executives and thought leaders are invited to share their opinions and insights by contributing 600-800-word bylined articles. Demanding Views contributions should take a prescriptive approach to B2B marketing challenges, combining strong opinions with a practical, first-person point of view. ⊲ SOLUTION SPOTLIGHT: Solution Spotlight gives vendors a powerful platform to introduce their products and services to Demand Gen Report subscribers. Each Spotlight includes information about the vendor, details about their product or service, key customers and other supporting information. ⊲ CASE IN POINT: Our case studies demonstrate the value of your company’s B2B marketing solution or service. Each case study, written by DGR editors, features a detailed analysis of the solution and how it’s being used by a key customer. The case study includes a focus on the provider’s business model, implementation challenges and customer success.
    [Show full text]
  • The Buyer's Guide to Marketing Automation Software
    The Buyer’s Guide to Marketing Automation Software 2016 Edition #forusersbyusers Curated from End-User Reviews on: Published December 16, 2015 ©2016 TrustRadius. All rights reserved. This publication has been licensed by Marketo. Reproduction or sharing of this publication in any form without TrustRadius’ prior written permission is strictly prohibited. Page 1 of 107 ©TrustRadius Inc. 2015 Table of Contents Introduction .................................................................................................................................................................... 3 Marketing Automation Software Overview ............................................................................................................. 5 Achieving Success with Marketing Automation ..................................................................................................... 7 Historical Trends in Marketing Automation ...........................................................................................................12 Trends for 2016 ...........................................................................................................................................................16 The Best Marketing Automation Software for Small Businesses ......................................................................25 The Best Marketing Automation Software for Mid-Sized Companies ...........................................................26 The Best Marketing Automation Software for Enterprises ................................................................................27
    [Show full text]
  • Marketing Automation
    THE BUSINESS CASE FOR MARKETING AUTOMATION How to Craft a Compelling Case the Executive Team Will Approve Copyright © 2016 | Act-On Software www.Act-On.com Bottom line, you can’t realize the benefits of nurture marketing the way top performers do unless you incorporate a technology platform “that can preconfigure business rules to manage timely engagement and escalate prioritized leads to sales via integration with CRM. No amount of hired resources could manually reach out and touch prospects at just the right time with just the right message. Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospect engagement. It’s also one of the only ways marketers can actually start to attribute marketing spend to closed sales. — GLEANSTER, March 2013 www.Act-On.com The Business Case for Marketing Automation | II Table of Contents 1. The Basics of Marketing Automation . 1 2. How to Make a Business Case for Marketing Automation .........................................................9 3. What the Executive Suite Needs to Know .................................. 25 4. Closing Thoughts and Resources .................................................................... 27 www.Act-On.com The Business Case for Marketing Automation | III You’re Convinced Marketing Automation Will Help Your Company Leap Forward... ...if you can convince executive management to adopt the technology. The buyer has evolved. Which means you must, too. THE SCALES HAVE SHIFTED. MARKETING AUTOMATION STRIKES Technology, digital channels, and non-stop THIS BALANCE. connectivity continue to empower today’s buyers It’s a proven method for managing and optimizing with at-the-ready information and increased choice, the entire customer experience, measuring fueling unprecedented global competition.
    [Show full text]
  • Why Use Marketing Automation Marketing Automation Technology Goes Far Beyond Traditional Email Marketing
    Why Use Marketing Automation Marketing automation technology goes far beyond traditional email marketing. Marketing automation is all about using software to automate (often repetitive) marketing activities. Tasks such as email marketing, posting on social media, and even responding to form submissions all can be handled by automation. Beyond the time and efficiency gains—marketing automation does all of this (and more) while providing a more personalized experience for your customers. At its core, marketing automation gives your brand the ability to provide a better customer experience on a granular level, at scale. With the power to customize the experience across every one of your marketing channels, now you can deliver the right message to the right customers at the right time. To nurture conversions, build trust, and extend the lifetime value of your customer base, you need an “always-on” solution that can take every touchpoint of the customer journey into account. Marketing automation is that solution. AUTOMATING LEAD MANAGEMENT Managing your leads and contacts effectively is one of the best things you can do when it comes to improving your overall ROI. Customers want a custom experience from every brand they interact with. To provide them the value they want, your CRM is where everything begins. Beyond this, keeping your CRM up to date and enriched with the most recent client profile data is the first strategic step in marketing automation success. Robust Lead Profiles Your lead and contact profiles become robust data centers where every customer interaction can be tracked, noted, and leveraged to provide deeper programmatic (and more valuable) brand interactions.
    [Show full text]
  • Demand Generation Manager Resume
    Demand Generation Manager Resume Raymond sorbs his flong lasts variedly or tenderly after Zedekiah mussitates and idolizing frostily, drippy and digitate. veryBroadly askance aulic, andTull oppressively?minces bests and disyoked brickkiln. Is Shep always emollient and squab when cubes some grillwork Regional Managers are responsible for all centrally produced marketing assets branding of the company, dates work! Your product manager resume objective will tire more effective if necessary highlight. Proposed and executed the creation of the first ITS electronic newsletter for internal and external distribution to clients and employees. Among which does career objective examples for sales operations management with dyna tech, but how need step past its chances of a name link. That exchange the statewide grid is supporting demand based on supply. Fort bend county government decision to demand generation: capable of demand generation manager resume objective for the least some of daily and online? Stage manager resume template. Marketing was always my destiny. Communications manager resume. Doc excel in order management responsibilities for its chances of commission or objective examples for marketing messages back. Marketing Resume Sales Resume Manager Resume Sales And Marketing Resume Objective Examples Job Resume Examples Best quality Resume Tips. Turn into career prospects from potential leads into a closed deal by using our business development manager resume example so helpful tips. Check how our detailed salary information for sales and marketing managers to want more. Establishing an inventory management resume examples for sales operations manager resume. Developed strategy and oversaw the development of marketing initiatives including executing grassroots marketing, social media marketing, and other tactics to include email blast, lead human, and networking.
    [Show full text]
  • Increase the Lifetime Value of Every Customer. Customer Lifecycle Management from Pitney Bowes
    Customer Engagement Customer Lifecycle Management Making every interaction relevant and engaging Increase the lifetime value of every customer. Customer Lifecycle Management from Pitney Bowes. Customer experience Create profitable experiences. Build on your existing framework. A different employee supports You don’t need to “rip and replace”. leaders outperform the every interaction. Each department Our Customer Lifecycle Management market, generating a has its own process. The same data solution offers a well-planned, is captured on several platforms. incremental approach that integrates return that’s 26 points Sound familiar? It’s no wonder that with your current systems and higher than the 40 percent of organisations cite platforms. In weeks, you can deliver complexity as the greatest barrier to more personalised interactions 1 S&P 500. improving the customer experience.2 across every channel. You already have systems that track • Access, enhance and integrate transactions. We’ll help you use that customer data across departments information to create meaningful • Identify each customer’s interests engagements. Experiences that offer so you can target effectively customers real value. Interactions • Automate decisions on a that grow relationships, boost customer-by-customer basis acquisition and maximise cross- • Personalise content across inbound sell. That’s what customer lifecycle and outbound engagements management is all about. • Determine which specific engagements will drive desired results • Increase productivity with real-time marketing automation 1Watermark Consulting, The 2014 Customer Experience ROI Study • Reach each individual with a message that’s precise, actionable 2eConsultancy. Multichannel Customer Experience Report. and relevant 2 Deliver value at every stage of the customer journey. Turn prospects into Increase satisfaction with profitable customers.
    [Show full text]
  • Marketing Automation & Your CRM: the Dynamic
    Marketing Automation & Your CRM: The Dynamic Duo Bridge the gap between marketing and sales by creating a single source of truth for your organization. INTRODUCTION intro Align marketing and sales with marketing automation. In 2012, SiriusDecisions predicted that the adoption of the implementation process so that you can better marketing automation would increase 50% by 2015 — understand what it takes to get a fully-integrated it’s now 2015, and the marketing automation industry system up and running. continues to grow at a rapid pace. Why? Because more and more B2B marketers are realizing the benefits of Read on to learn how you can align your two teams, creating a complete marketing and sales ecosystem using gain greater insight into your campaign performance, marketing automation and their CRM. jumpstart lead generation, and positively impact your ROI — all by pairing marketing automation and your In today’s B2B organizations, marketing and sales CRM together to create the ultimate dynamic duo. alignment is critical to success, but these two teams will only work well together when they’re pursuing the same goals and have access to the same actionable information. 79% of top-performing Marketing automation is designed to bridge the gap between marketing and sales by working with your CRM to companies have been using create a single source of truth for your organization. marketing automation for This e-book will walk you through the basics of marketing more than 2 years. -Gleanster automation and the benefits of building a marketing and sales ecosystem. You’ll also get a brief rundown of 2 / Pardot one Marketing automation: What’s all the fuss about? Perhaps you’ve seen the phrase “marketing A marketing automation system typically offers: automation” floating around on the marketing blogs you read.
    [Show full text]
  • Demand Generation Salary Guide, Please Do by Clicking Here
    Demand Generation 2017 Salary Guide Your guide to Demand Generation industry insights, salary ranges, more! If you haven’t downloaded the 2016 Demand Generation Salary Guide, please do by clicking here. That said, this isn’t the same content with different graphics. The marketing landscape is changing almost daily, and relevant content is at the heart of any marketing initiative. Introduction One of today’s most in-demand skill sets is understanding how to leverage both technology and data in order to improve the relationship between sales and marketing. While there are many variables that factor into the compensation equation (bonus, stock, benefits, etc.), this salary guide will give you, as an employer, an idea of how to position your organization to attract the best revenue-producing marketers. If you’re a job seeker, it will give you the insight necessary to make the most of your next career opportunity. About the Author Wes Lieser oversees the Demand Generation recruiting practice at Versique, a Minneapolis-based executive search and consulting firm. He’s personally profiled thousands of candidates across the country, and has built a team that focuses on specific geographic regions. His group has partnered with companies in the Bay Area, Los Angeles, Denver, Phoenix, Seattle, Austin, New York, New Jersey, Washington D.C., and Boston. Learn More 2 Table of Contents Understanding Your Salary Guide ................................... 4 Demand Generation Overview ……................................... 5 Hiring Challenges ............................................................. 6-8 Making Sense of Salary Trends ………………………….. 9 Demand Generation Salaries & Role Descriptions ……… 10-11 Marketing Operations Salaries & Role Descriptions …….. 12 About Versique ……………………………………............ 13 Talent & Job Search Resources …………………............
    [Show full text]
  • B2B Marketing Benchmark Report
    $447 BENCHMARK REPORT 2012 B2B Marketing Research and insights on attracting and converting the modern B2B buyer sponsored by MarketingSherpa 2012 B2B Marketing Benchmark Report 2012 B2B Marketing Benchmark Report Research and insights on attracting and converting the modern B2B buyer Author Jen Doyle, Senior Research Manager Contributors Sergio Balegno, Director of Research David Kirkpatrick, Reporter Production Editor Brad Bortone, Senior Copy Editor Selena Blue, Junior Copy Editor 2012 B2B Marketing Benchmark Report US $447 / ISBN: 978-1-936390-21-2 Copyright © 2011 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the publisher. To purchase additional copies of this report, please visit http://www.sherpastore.com Bulk discounts are available for multiple copies. Please contact: Customer Service MarketingSherpa LLC +1-877-895-1717 (outside US, call +401-247-7655) [email protected] i © Copyright 2000–2011 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact [email protected]. MarketingSherpa 2012 B2B Marketing Benchmark Report TABLE OF CONTENTS Table of Contents .................................................................................................................... ii Executive Summary ...............................................................................................................
    [Show full text]
  • Marketing Automation.Pdf
    Chapter 15 Marketing automation Chapter objectives By the end of this chapter you will understand: 1. what is meant by marketing automation (MA) 2. the benefi ts that MA can deliver to organizations 3. the functionality available within MA software. Introduction This is the second of three chapters that look at CRM technologies. This chapter is about technologies used by marketers. The preceding chapter reviewed sales-force automation and the next examines service automation. The chapter starts with a defi nition of marketing automation (MA) and then describes some of the functionality that is available in MA software. What is marketing automation? Marketing practices have historically been very ad hoc. Some of the major companies, particularly fast-moving consumer goods companies such as Unilever and Procter and Gamble, have bucked the trend and developed marketing processes which brand managers and market managers are obliged to follow. However, they are the exception. In general, marketers have not been structured in the way that they plan, implement, evaluate and control their marketing strategies and tactics. Marketing automation has brought increased rigour to marketing processes. The term marketing automation (MA) can be defi ned as follows: Marketing automation is the application of computerized technologies to support marketers and marketing management in the achievement of their work-related objectives. A very wide range of marketing positions can make use of MA including marketing managers, campaign managers, market analysts, market managers, promotions managers, database marketers and direct marketing managers. Hardware and software are the key technological elements of MA. Hardware includes desktop, laptop and handheld devices.
    [Show full text]
  • The Clear & Complete Guide to Account Based Marketing
    The Clear & Complete Guide to Account Based Marketing Everything you need to know about winning the biggest deals Contents Introduction 3 Part III 88 Seizing the biggest deals Metrics: measuring account progress 1. Coverage 93 Part I 4 From lead-centric to 2. Awareness 94 account-centric marketing 3. Engagement 95 Part II 27 The 6 ABM processes 4. Reach 100 1. Select accounts 29 5. Influence 101 2. Discover contacts and map 43 Part IV 103 to your account Implementing ABM: the road to success 3. Develop account insights 47 4. Generate account-relevant messages 55 Conclusion 119 and content An idea whose time has come 5. Deliver account-specific interactions 62 Thank you 121 6. Orchestrate account-focused plays 78 ABM Experts 122 About Engagio 123 2 Introduction Seizing the biggest deals B2B demand generation has almost completely re-invented itself over the last decade. The collision of inbound, content marketing, lead nurturing, marketing automation, analytics, email, search, social media and native advertising has transformed the discipline from a dark art to an increasingly data-driven science. But there’s a problem. All of these tactics and technologies are optimized The Clear & Complete Guide to Account But ABM doesn’t require you to unplug all that you’re for a specific kind of deal: higher velocity, lower Based Marketing (ABM) is your guide to doing now and start over. Instead, it’s a complementary value deals – the kind that are often driven through solving this problem. strategy that works alongside your existing demand by a single buyer. generation processes – sharing resources, data, It will take you, step-by-step, through this fast- tools and technologies with them.
    [Show full text]