marketing
pwb
     communications

    Demand Generation
    LA2M
    Sean Hickey – COO, PWB
A fish tale…
Q: What’s the best place to
               fish?




                                          Lake Michigan?
Pere Marquet...
Q: What’s best to catch fish?




Flies?




                     Hardware?
Q: What’s best season to fish?




  Spring?      Summer?




  Fall?        Winter?
A: It depends…
Demand Generation is Like
    Fishing

• The right tactics
• A solid plan
• Flawless execution
• Patience
• Some luck
• Ad...
Overview


• What is Demand Generation?
• How does it work?
• Common pitfalls
• Case studies
• Q & A
What is Demand Generation?


• Marketing integrated and aligned
  with sales
• The process of targeting, identifying,
  en...
Marketing-Sales Continuum


• Marketing and Sales are no longer
  discrete activities
               Marketing   Sales
   ...
Forward or Out

• Demand generation programs must
  continuously advance good
  prospects and eliminate or grow
  weak one...
Demand Generation Process


Strategy & Sales Alignment   Core PWB Expertise
Target List Construction

Content Development
...
Alignment


• The best demand generation
  programs align with:
  • Solid strategy
  • Sales objectives and efforts
  • Bu...
Respect Your Audience


• Targets are not waiting eagerly for
  our messages
• Targets do not want to be
  bombarded with ...
Remember the Basics


• Old direct response mantra, updated
  • The list
  • The creative
  • The offer
  • The medium

• ...
Tell An Intriguing Story


• Messages can get more complex and
  more compelling as prospect
  progresses deeper in the sa...
Metrics


• Identifying meaningful metrics is
  important at the outset
• A feedback loop to the agency is
  critical
• Va...
Case Studies



• PWB
• Siemens PLM Software – Solid Edge
• Bariatric Treatment Centers – mybtcinfo.com
• RPA Process – Pa...
Case Study – PWB

          Referrals
     Search
      Direct Mail
      PR
   White Papers




                         ...
PWB Drip Program
Components
Direct Mail – 2-3 week cadence




E-News – monthly 
       White Papers – ad hoc
Case Study – Solid Edge


• Computer-Aided Design (CAD)
  software
  for SMB’s
• Challenge: reposition Solid Edge
  agains...
Solid Edge Creative – Phase I


• Original program – better technology,
  better support, brighter future
Solid Edge Creative – Phase II


• Evolution – stronger competitive
  challenge
Solid Edge – Results


• Leads nearly doubled
  over previous
  campaign
• Other metrics:
  • 203 seminars

  • 191 test d...
Solid Edge - Lessons


• What worked?
  • Solid positioning developed in collaboration
     between agency and client
  • ...
Solid Edge – Gone Bad
Case Study – BTC


• Nation’s leading provider of surgical
  weight loss solutions
• Challenge: easily customizable
  regi...
Case Study – BTC

         Print Ads
      Broadcast Ads
       Online Ads
   Direct Mail




                No, insuranc...
Case Study – BTC
Case Study – BTC


• Key results
  • Improved efficiency of launching
     regional- and issue-focused campaigns
  • Custo...
Case Study – RPA Process


• RPA Process DCF system paint
  campaign
• Challenge: increase penetration
  among paint manuf...
Case Study 2 – RPA Process


• Media selected
  • Trade advertising
  • Print direct mail to multi-source list
  • HTML e-...
Case Study 2 – RPA Process
Case Study – RPA Process


• What worked?
  • Multimedia campaign
  • Direct mail list built from multiple
    sources
  •...
DG – How You Do It Right



• Take prospects on a messaging journey
• Build in meaningful metrics
• Establish a process at...
Catch More and Bigger Fish!




       Questions?
Upcoming SlideShare
Loading in …5
×

B2 b demand generation for la2m, sean hickey, april 2010

515 views
469 views

Published on

Prospective buyers take a journey from awareness, through consideration, selection, and to purchase (and repeat purchase, we hope!). Learn how you can align your marketing programs to sales to help prospects take this journey. We’ll explore how messaging and medium selection impact the process, as well as how to develop a process that works in your selling cycle.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
515
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

B2 b demand generation for la2m, sean hickey, april 2010

  1. 1. marketing pwb communications Demand Generation LA2M Sean Hickey – COO, PWB
  2. 2. A fish tale…
  3. 3. Q: What’s the best place to fish? Lake Michigan? Pere Marquette River? Manistee River? Lake Superior? Black River?
  4. 4. Q: What’s best to catch fish? Flies? Hardware?
  5. 5. Q: What’s best season to fish? Spring? Summer? Fall? Winter?
  6. 6. A: It depends…
  7. 7. Demand Generation is Like Fishing • The right tactics • A solid plan • Flawless execution • Patience • Some luck • Adapting to the unique situation
  8. 8. Overview • What is Demand Generation? • How does it work? • Common pitfalls • Case studies • Q & A
  9. 9. What is Demand Generation? • Marketing integrated and aligned with sales • The process of targeting, identifying, engaging, and nurturing prospects • The engine that drives growth • An extension of integrated marketing
  10. 10. Marketing-Sales Continuum • Marketing and Sales are no longer discrete activities Marketing Sales Progress
  11. 11. Forward or Out • Demand generation programs must continuously advance good prospects and eliminate or grow weak ones Prospect SALE Drip program
  12. 12. Demand Generation Process Strategy & Sales Alignment Core PWB Expertise Target List Construction Content Development Creative Platform Outbound Execution Response Capture Partner or Nurturing & Growth Client Execution Metrics Evaluation
  13. 13. Alignment • The best demand generation programs align with: • Solid strategy • Sales objectives and efforts • Business cycles
  14. 14. Respect Your Audience • Targets are not waiting eagerly for our messages • Targets do not want to be bombarded with information • Targets do not want to receive communication that doesn’t help them • Targets do want useful information
  15. 15. Remember the Basics • Old direct response mantra, updated • The list • The creative • The offer • The medium • At every step, offer the right THINGS to the right PEOPLE using the right MEDIUM in a CREATIVE way
  16. 16. Tell An Intriguing Story • Messages can get more complex and more compelling as prospect progresses deeper in the sales cycle: • Awareness • Interest • Consideration • Selection • Purchase
  17. 17. Metrics • Identifying meaningful metrics is important at the outset • A feedback loop to the agency is critical • Value of data builds over time • Comparative • Trends
  18. 18. Case Studies • PWB • Siemens PLM Software – Solid Edge • Bariatric Treatment Centers – mybtcinfo.com • RPA Process – Paint Campaign
  19. 19. Case Study – PWB Referrals Search Direct Mail PR White Papers Proposal Qualified? Yes Drip Program No Yes •  Budget •  E-News Initial Meeting •  Need •  White Papers •  Active Search No
  20. 20. PWB Drip Program Components Direct Mail – 2-3 week cadence E-News – monthly White Papers – ad hoc
  21. 21. Case Study – Solid Edge • Computer-Aided Design (CAD) software for SMB’s • Challenge: reposition Solid Edge against larger, entrenched competitors – “Get to the table” • Solution: creative platform extensible to wide range of outbound and inbound communication media
  22. 22. Solid Edge Creative – Phase I • Original program – better technology, better support, brighter future
  23. 23. Solid Edge Creative – Phase II • Evolution – stronger competitive challenge
  24. 24. Solid Edge – Results • Leads nearly doubled over previous campaign • Other metrics: • 203 seminars • 191 test drives • 23 webcasts • 36 “What’s New?” events • 6.4 million impressions
  25. 25. Solid Edge - Lessons • What worked? • Solid positioning developed in collaboration between agency and client • Integrated, consistent creative • Use of multiple channels • What didn’t? • Subsequent evolution of creative cut short by switch to new platform before full execution • Content didn’t hit hard competitively • And…
  26. 26. Solid Edge – Gone Bad
  27. 27. Case Study – BTC • Nation’s leading provider of surgical weight loss solutions • Challenge: easily customizable regional, targeted demand generation programs • Solution: customizable online tool coupled with multimedia creative
  28. 28. Case Study – BTC Print Ads Broadcast Ads Online Ads Direct Mail No, insurance Out Qualified? Yes •  Insurance Consult Process •  Height/Weight No, other Direct Mail Drip Program
  29. 29. Case Study – BTC
  30. 30. Case Study – BTC • Key results • Improved efficiency of launching regional- and issue-focused campaigns • Customized landing page messages to tie elements together • More efficient lead capture • Streamlined media optimization • Print: $62/lead • TV: $36/lead • Online: $12/lead
  31. 31. Case Study – RPA Process • RPA Process DCF system paint campaign • Challenge: increase penetration among paint manufacturers • Solution: comprehensive program using almost all media with full agency control
  32. 32. Case Study 2 – RPA Process • Media selected • Trade advertising • Print direct mail to multi-source list • HTML e-mail to rented list • Banners • Dedicated landing/capture page
  33. 33. Case Study 2 – RPA Process
  34. 34. Case Study – RPA Process • What worked? • Multimedia campaign • Direct mail list built from multiple sources • Integrated message • Compelling benefit • What didn’t? • Lack of sales enablement defeated metrics
  35. 35. DG – How You Do It Right • Take prospects on a messaging journey • Build in meaningful metrics • Establish a process at the outset • Respect your unique product/service • Don’t take your eye off the ball
  36. 36. Catch More and Bigger Fish! Questions?

×