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.

1. marketing
pwb
communications
Demand Generation
LA2M
Sean Hickey – COO, PWB

2. A fish tale…

3. Q: What’s the best place to
fish?
Lake Michigan?
Pere Marquette River?
Manistee River?
Lake Superior?
Black River?

4. Q: What’s best to catch fish?
Flies?
Hardware?

5. Q: What’s best season to fish?
Spring? Summer?
Fall? Winter?

6. A: It depends…

7. Demand Generation is Like
Fishing
• The right tactics
• A solid plan
• Flawless execution
• Patience
• Some luck
• Adapting to the unique situation

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

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. Marketing-Sales Continuum
• Marketing and Sales are no longer
discrete activities
Marketing Sales
Progress

11. Forward or Out
• Demand generation programs must
continuously advance good
prospects and eliminate or grow
weak ones
Prospect SALE
Drip program

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. Alignment
• The best demand generation
programs align with:
• Solid strategy
• Sales objectives and efforts
• Business cycles

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. 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. 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. 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. Case Studies
• PWB
• Siemens PLM Software – Solid Edge
• Bariatric Treatment Centers – mybtcinfo.com
• RPA Process – Paint Campaign

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. PWB Drip Program
Components
Direct Mail – 2-3 week cadence
E-News – monthly
White Papers – ad hoc

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

23. Solid Edge Creative – Phase II
• Evolution – stronger competitive
challenge

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. 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. Solid Edge – Gone Bad

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. 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. Case Study – BTC

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. 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. 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. Case Study 2 – RPA Process

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. 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. Catch More and Bigger Fish!
Questions?