Demand Generation for Lead Generation Success

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As a marketer, you've no doubt heard the terms "demand generation" and "lead generation" many times, maybe even used interchangeably. But did you know that these two strategies are actually very different, yet two essential parts of a greater digital marketing whole?

How can you integrate both demand generation and lead generation into your marketing plan? During this webinar, Janet Driscoll Miller will explain the major differences and key elements of both so you can structure your digital marketing strategy effectively.

What You’ll Learn:
• How demand generation and lead generation work together to achieve marketing goals
• The key marketing tactics you need to create demand and awareness
• How to put together a holistic plan that covers the sales funnel from prospect to sale

Published in: Business, Technology

Demand Generation for Lead Generation Success

  1. 1. DEMAND GENERATION FOR LEAD GENERATION SUCCESS Presented by Janet Driscoll Miller President and CEO, Marketing Mojo @marketingmojo | #mojowebinar | marketing-mojo.com
  2. 2. TODAY’S PRESENTER JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller +Janet Driscoll Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo @marketingmojo | #mojowebinar | marketing-mojo.com
  3. 3. ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › › Marketing automation › • Content marketing Analytics consulting Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @marketingmojo | #mojowebinar | marketing-mojo.com
  4. 4. OUR CLIENTS @marketingmojo | #mojowebinar | marketing-mojo.com
  5. 5. DEMAND GENERATION VS. LEAD GENERATION @marketingmojo | #mojowebinar | marketing-mojo.com
  6. 6. WHAT IS DEMAND GENERATION? • Build awareness • Facilitate discovery of brand • Creating demand for your product @marketingmojo | #mojowebinar | marketing-mojo.com
  7. 7. WHAT IS LEAD GENERATION? • Generating conversions • Developing prospects into leads @marketingmojo | #mojowebinar | marketing-mojo.com
  8. 8. HOW DO THEY WORK TOGETHER? • Demand feeds leads • Demand generation creates awareness and some level of initial trust Campaigns and Nurturing Leads Opportunities Sales @marketingmojo | #mojowebinar | marketing-mojo.com
  9. 9. HOW DO THEY WORK TOGETHER? Demand Generation Lead Generation Awareness Consideration Conversion Loyalty Advocacy @marketingmojo | #mojowebinar | marketing-mojo.com
  10. 10. GENERATING DEMAND AND LEADS @marketingmojo | #mojowebinar | marketing-mojo.com
  11. 11. WHAT ARE THE TACTICS FOR DEMAND GENERATION? • Often composed of potentially both inbound and outbound marketing efforts › Inbound » SEO » Paid search » Social media » Email marketing › Outbound » Direct mail @marketingmojo | #mojowebinar | marketing-mojo.com
  12. 12. WHICH TACTICS SHOULD YOU FOCUS ON? Personal Networks 15.58% LinkedIn 2.51% Other Social 2.01% Yahoo 5.53% Bing 2.76% Where do you typically start your research for a future business purchase? Google 71.67% Source: Salesforce.com/Pardot @marketingmojo | #mojowebinar | marketing-mojo.com
  13. 13. WHY SEARCH? • Search (paid or organic) accounts for nearly 80% of how business buyers research products • Search = Demand Fulfillment • Associates your brand with a particular product • Searcher identifies that he/she has a need based on the search performed @marketingmojo | #mojowebinar | marketing-mojo.com
  14. 14. WHY SEARCH? Source: RKG @marketingmojo | #mojowebinar | marketing-mojo.com
  15. 15. LINKEDIN FOR B2B • Specifically hone your audience to the persona group most receptive to your message @marketingmojo | #mojowebinar | marketing-mojo.com
  16. 16. ROI OF LINKEDIN % 281 (revenue) ROI % 1178 (pipeline) @marketingmojo | #mojowebinar | marketing-mojo.com
  17. 17. WHAT ROLE DOES CONTENT PLAY? • Content is the foundation of demand generation › Every outreach needs an offer to No 24% Do you agree with the following statement: “I prefer different content at each stage of my research process.” compel a prospect to respond or take interest Yes 76% Source: Salesforce.com/Pardot @marketingmojo | #mojowebinar | marketing-mojo.com
  18. 18. WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION? I'd Prefer Over 5 Pages 2% As Long As It Takes To Inform Me 28% How long do you think a written piece of content should be? (For example: whitepapers, case studies, etc., excluding ebooks) I'd Prefer Under 5 Pages 70% Source: Salesforce.com/Pardot @marketingmojo | #mojowebinar | marketing-mojo.com
  19. 19. CASE STUDY 1: VIDEO OFFER VS. WHITEPAPER OFFER Video Landing Page Test - Conversions Number of Conversions Video Conversions White Paper Conversions @marketingmojo | #mojowebinar | marketing-mojo.com
  20. 20. CASE STUDY 2: VIDEO OFFER VS. CASE STUDY OFFER Video Landing Page Test - Conversions Number of Conversions Case Study Conversions Video Conversions @marketingmojo | #mojowebinar | marketing-mojo.com
  21. 21. WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION? Industry-targeted content is more valuable Content targeted to company size is more valuable Content targeted to job function is more valuable Geographically-targeted content is preferred Source: MarketingSherpa @marketingmojo | #mojowebinar | marketing-mojo.com
  22. 22. WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION? • Type = Format (i.e., video vs. whitepaper) 1. What format fits the information best? 2. What format fits the channel best? 3. What format best conveys thought leadership? 4. What format best fits your target audience? @marketingmojo | #mojowebinar | marketing-mojo.com
  23. 23. HOW DO TACTICS DIFFER? Tactic Demand Generation Lead Generation Facebook Ads/ LinkedIn Ads • Targeted on education, • Likely targeted brand awareness towards specific offers • Promoted posts to fans with specific offers Organic Search • Keywords are likely broader in nature • Associate brand with certain products/categories • Optimize thought leadership content • Keywords likely more specific, long tail • Optimize purchase decision content Paid Search • Non-brand ads focus on offering thought leadership content • Retargeting • Mix of ads focused on buyer messages • Retargeting @marketingmojo | #mojowebinar | marketing-mojo.com
  24. 24. HOW DOES CONTENT DIFFER? Tactic Content Marketing Demand Generation Lead Generation • Educational pieces, • Industry-specific best practices buyer’s guides • Industry-specific • Solution-specific solutions with thought pieces leadership • Company-specific • Company-specific information information Source: Marketo @marketingmojo | #mojowebinar | marketing-mojo.com
  25. 25. HOW CAN DEMAND GENERATION BE MEASURED? • Depends on the tactic used in some cases and the goals of a campaign Campaign Goal Tactic Measurement Brand awareness @marketingmojo | #mojowebinar | marketing-mojo.com
  26. 26. HOW CAN DEMAND GENERATION BE MEASURED? • Depends on the tactic used in some cases and the goals of a campaign Campaign Goal Site Traffic Tactic Measurement Unique Visitors @marketingmojo | #mojowebinar | marketing-mojo.com
  27. 27. ATTRIBUTION • Allows you to see which tactics contributed to conversions • Attribution modeling available in Google Analytics @marketingmojo | #mojowebinar | marketing-mojo.com
  28. 28. ATTRIBUTION @marketingmojo | #mojowebinar | marketing-mojo.com
  29. 29. INCORPORATING MARKETING AUTOMATION • Allows you to track the “lifecycle” of the lead • Gives great insight into what demand generation tactics worked best • Also enhances lead generation and success throughout the funnel via nuturing and scoring abilities @marketingmojo | #mojowebinar | marketing-mojo.com
  30. 30. PUTTING IT ALL TOGETHER @marketingmojo | #mojowebinar | marketing-mojo.com
  31. 31. DEMAND GENERATION TO LEAD GENERATION Demand Generation Tactics Lead Generation Tactics Lead Nurturing/ Lead Nurturing Sales Qualified Lead Opportunity Sale @marketingmojo | #mojowebinar | marketing-mojo.com
  32. 32. LOOKING FOR HELP? Contact Marketing Mojo Sean McCusty 800-939-5938 ext. 116 smccusty@marketing-mojo.com @marketingmojo | #mojowebinar | marketing-mojo.com
  33. 33. CONTACT JANET DRISCOLL MILLER President and CEO Search Mojo @janetdmiller +Janet Driscoll Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo @marketingmojo | #mojowebinar | marketing-mojo.com

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