Executive Summary
“When I want something, I must have it!” What better way to sum up the goal of Demand Generation – to create a desire, a need, a craving so strong that whatever it is your customer simply must have it. It’s easy to see that play out in the B2C consumer driven marketplace. But make no mistake about it, the same strong desire works equally well in the B2B business environment. The approach, the drivers and challenges are different. Yet in the end, the decision maker has to see the overwhelming topline need for the product or service to issue that all important PO (purchase order).
As important as Demand Generation is, creating it and sustaining it has become one of the biggest challenges facing the Modern Marketing Organization (MMO). Demand Generation activities must be coordinated and delivered in a multi-channel, multi-device environment. Strategies must be so well defined and integrated that the customer or prospect receives the same messages and experiences across the omni-channel; and that experience must be as personalized and relevant as possible.
Demand Metric’s research, benchmark studies, methodologies and tools have consistently shown that effective Demand Generation requires following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report, we will focus on these six key components of Demand Generation: Email Marketing, Online Advertising, Search Engine Optimization (SEO),Event Marketing, Marketing Apps and Predictive Analytics.
The goal of this report is to enable the MMO to create an Enterprise-level approach to Demand Generation that supports their holistic, end-to-end activities, programs and initiatives.
Table of Contents
- Executive Summary
- What is Demand Generation?
- Benefits of Demand Generation
- Demand Generation vs. Lead Generation
- Demand Generation & The MMO
- Demand Generation Landscape
- Demand Generation Framework
- Demand Generation Maturity Model
- Action Plan
- Analyst Bottom Line
- Our Best Practices Report Methodology
- About Demand Metric
2. 3
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Executive Summary
What is Demand Generation?
Benefits of Demand Generation
Demand Generation vs. Lead Generation
Demand Generation & The MMO
Demand Generation Landscape
29
30
31
Analyst Bottom Line
About the Research Analysts
Our Best Practices Report Methodology
25
27
Demand Generation Maturity Model
Action Plan
Table of Contents
21
Demand Generation Framework
32
About Demand Metric
4. 4
Foundation Models In this report, we present three models to enable modern marketers to take a holistic approach to Demand Generation. These three models are:
Demand Metric’s Marketing Organization Maturity Model, which shows the progression and pathway a marketing department should take to mature from a Cost Center to a Modern Marketing Center of Excellence (MMCoE), responsible for, and measured on, driving sales and revenue targets.
Demand Metric’s Demand Generation Maturity Model, which highlights the pathway an organization should take step-by-step to mature in its use of Demand Generation from Ad Hoc to World-Class.
Demand Metric’s Demand Generation Framework, which highlights the roles, responsibilities, processes, technology, content and metrics for effective Demand Generation strategies. Vendor Analysis Our solutions section covers the Demand Generation systems, vendors and applications from the six Demand Generation functions noted previously. For each of these, we examine the leading vendors and solutions according to their offerings, feature sets and unique strengths. Each of these categories and vendor solutions is covered in more detail in our technology overview reports. Demand Metric offers this report to enable your organization to make Demand Generation functions the best they can be.
Demand Generation: Best Practices, Insights & Vendor Analysis