Demand Generation “The focus of targeted marketing programs to drive awareness and interest in a companys products and/or services.” - Wikipedia
Demand GenerationUsing Marketing Automation, you can serve yourcustomers relevant content to: 1. Help them find what they need, when they need it, which makes them happy and, subsequently, loyal to your brand. 2. Learn where they are in the buying cycle and when theyre ready to buy so your sales team only calls to close a sale.
Demand Gen = Quality Game4 out of 5 sales people agree: better to make 10calls and sell 9, then 1000 calls and sell 10. Lead A Lead B
Why Should You Care?The Customer is Happier.The Customer Acquisition Cost (CAC) is Lower.The Profits are Higher. THIS IS THE FUTURE OF ADVERTISING, UX, AND CONTENT
The Known Knowns Implicit / What can we infer? ● Past Purchase Behavior, Job Title, Purchase Influence, Industry, Company Income, etc. Explicit / What do we know? ● Visited Web Page, Opened Email, Clicked Link, Downloaded White Paper, Attended Event, etc.
Breadcrumbs and Scoring Score implicit and explicit data Example: 10 = Lead, 20 = MQL, 40 = SQL
Nurture ThemFeed your customers valuable information.● Benefit-driven ads● Webinars● White papers● Product comparisons● Independent research● Video tutorials● Peer reviews● Product demos