Today demand generation is the most widely used marketing technique by sales and marketing teams to increase sales. Demand generation is a new phenomenon that evolved from the traditional lead generation program.
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Execute Effective Programs with Demand Generation Managers
1. Execute Effective Programs with Demand Generation Managers
Today demand generation is the most widely used marketing technique by sales and marketing teams to increase sales. Demand
generation is a new phenomenon that evolved from the traditional lead generation program. The marketing teams jumped on to the
demand generation bandwagon when they realized that a customer’ purchase decisions depended largely upon his/her interest and
product awareness.
As demand generation differs greatly from lead generation in principle, enterprises need to employ demand generation managers to
plan and execute demand generation programs. A demand generation manager develops and executes marketing campaigns to generate
new leads in the funnel. He drives and executes lead nurturing campaigns. He measures the success of each marketing campaign to
improve the next one.
Here is a look at the significant roles and responsibilities of demand generation managers.
Define and track different metrics related to campaigns, channels, leads and revenue. Use these performance metrics to
refine and optimize efforts and investments.
Keep an eye out for the leads. Closely track different sources like website, campaigns, social media, events referrals, news
and media to build the leads database.
Involve sales and inside sales early on in the lead management process. Understand what sales team considers as a good
lead and refine qualification process accordingly.
Ensure lead database, campaign content, templates and lead baits are all up-to-date.
Define and streamline lead management processes. Use the right marketing automation platform to automate to the
maximum extent possible.
Strike the right balance between delivering volume leads and quality leads that will keep sales happy.
Work closely with marketing to make campaigns stand out.
Experiment freely with campaigns, content, design, offers etc.
Focus on running integrated campaigns, coordinated and executed across channels.
As demand generation is widely popular among enterprises as a sure shot means to increase quality leads, having a reference guide can
help enterprises to ensure that they are on the right track. Reference guides can provide valuable information on demand generation
strategies and best practices. Demand generation professional handbook is one such guide and with this guide, enterprises can learn:
2. Why there is a growing need for demand generation managers?
Critical skills and experiences needed to be a rock star demand generation professional.
How technologies such as marketing automation can jump start your demand generation engine and produce measurable
results?
How to align demand generation programs with the organization’s revenue goals?
Thus, with demand generation managers and a good reference guide, enterprises can execute effective demand generation programs.
Read more on – Guide To Marketing Automation, Best practices for lead generation