You Can't Buy Love: The Secrets of Demand Generation Strategy and Success


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It's easy to spend some money to buy a bunch of cold "leads" for the sales team. But you can't buy interest, engagement or respect for your company and its products or services. Marketing may be a science, but making prospects love you before they've met you is an art called demand generation, and this webinar will show you how to build and implement a strategy to make it happen.

Join us on this educational webinar to learn:
• How to build and execute an end-to-end demand generation strategy
• The role of content in demand generation
• How to leverage social media
• What email contact strategy is most effective for nurturing leads
• How to tell when it's time for sales to make the call
• The secrets that can make your program a success

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  • Font accent color: Red, Accent 2, Darker 25%Line color: Yellow
  • About 22 minutes. We'll do the normal breakdown: 5 min. intro, 22 minutes per speaker, 10-15 minutes for Q&A.
  • ST:Marketing and Sales both identify marketing to a growing number of participants in the buying cycle as increasing challenge.Need for contentDepends on productWho are these people…led us to divide many results by decision makers vs. contributors…don’t underestimate the importance of the contributorKICK TO BRIAN for UNDERSTANDING THE CUSTOMERS BUYING PROCESS…
  • Most people buy their car before they go to the showroom. F2f has lost control of the selling process.
  • Most people buy their car before they go to the showroom. F2f has lost control of the selling process.It’s happening for healthcare, for clothing, everything. And it’s happening in B2B, big time.
  • A recent Globalspec study showed Versus traditional info sources like printed catalogs, trade shows and trade pubs, buyers’ top 3 sources of info today are online! Specifically, search engines, supplier websites, and online catalogs. Buyers only want to engage with sales people in the last third of their process.
  • Forrester: B2B Interactive Marketing Spend Forecast LowerPublished on November 21, 2011 Tags: B2B Marketing, Forecasts, Marketing Budgets, Research SummariesInteractive marketing budgets are forecast to grow at a compound annual growth rate (CAGR) of 17% over the next five years, but not all industries will invest at the same pace, according to a new report by Forrester Research. Overall, marketers across all industries are expected to spend nearly $77 billion, or 26% of all ad dollars, on interactive marketing by 2016. Companies in the financial services sector are expected to spend the most on interactive marketing, whereas automotive and consumer goods businesses will record the steepest growth over the five-year forecast period. B2B interactive marketing budgets are expected to remain relatively small and grow at lower rates through 2016.Read more:
  • Less about campaigns, and more about relationships over timeMarketing must keep the relationship moving forwardfor a longer periodsynchronizing their communications throughout the buying process with multiple parties who have different agendas (and the buying groups are getting bigger every day)through a wide variety of media So this is multi-touch ongoing marketing communications. It’s no longer “throw the leads into the funnel” it’s less about campaigns. It’s more about managing relationships. And we direct marketers, we know how to do that.
  • From Paul Gillin. “For example, marketers will no longer be able to push empty messages because they will simply be ignored. The only hope for marketing is to become a valued source of advice. That doesn't mean publishing more promotional white papers. It means listening to the market and helping customers make wiser decisions, even if that means recommending someone else's product.
  • 91% of b2b marketers use content marketing.54% of b2b marketers plan to increase their content spending in 2013. (eMarketer, reporting on Curata study, Nov 2012 “B2B Marketing Trends 2012 Report”
  • To reach prospects, targeting based on vertical industry was the top approach used. Vertical industry targeting marries well with B2B content marketing, putting the focus on identifying the industries a B2B company can best support and demonstrating how a particular service can help. The report mentioned case studies and demonstrations of results as some of the most effective means of drawing in clients.Vertical industry targeting was also cited as the most expensive approach, another indication that while content marketing may deliver results, it must be good to be worth the effort. In keeping with the vertical industry focus, about three-quarters of B2B marketers surveyed said they decided what new content to create based on a company’s specific business needs, followed by the industry or company type targeted. Read more at
  • Social media still generates less than 5% of overall traffic and leads to B2B websites, according to a new study by digital marketing software provider Optify, with Facebook as the strongest driver of traffic among the top three social media platforms studied. But Twitter is by far the strongest social media channel for B2B lead generation; fully 82% of social media leads come from Twitter, outperforming Facebook and LinkedIn by 9-to-1. Other highlights from the study:B2B traffic exhibited two clear peak seasons: Q1 (Jan-March) and September to mid-Novemberorganic search is the strongest driver of known traffic to B2B sites (41% of traffic)Google is the single most important referring domain to B2B websites, responsible for over 36% of all visitsemail shows high engagement rates (3.75 pageviews per visit) as well as strong conversion rates (an average 2.9% lead conversion rate)paid search usage showed a constant decline among B2B marketers in 2012; over 10% of companies in the report discontinued their paid search campaigns during 2012Are you surprised that, despite gaining momentum in 2012, social media still ranks the lowest – in terms of B2B traffic and lead generation – among all other major online channels? Though, as the study asserts, “the potential is big.” And did you expect that Twitter would drive more B2B leads than other major social platforms?Optify’s study analyzed the performance of the primary sources of traffic to B2B websites, looking at over 62 million visits, 215 million pageviews and 350,000 leads from more than 600 small and medium-sized B2B websites.
  • According to Greg Depalma, VP for Innovation at MaddockDouglas consultancy, they generate leads with a blog as the central focus.Twitter drives to blog.LinkedIn group drives traffic.Strategy has dramatically improved search rankings and visits and length of visits. Keeps an eye on the domains people are coming from. Google on “innovation” went from 4 to 5. Staffing: ½ a guy. Targets certain industries. Note email sign up in upper right corner.
  • Mostly about listening (research), customer service, buzz/viral pass-along, so far.
  • Mobile web and apps get most investmentSpending on mobile marketing keeps rising, as brands learn the power of reaching consumers on these devices, and consumers become increasingly mobile-first.The Mobile Marketing Association (MMA), in partnership with IHS Global Insight, studied US mobile marketing expenditures and their impact on sales for the “Mobile Marketing Impact Study,” released in May. The study found that this year spending on mobile marketing—including mobile advertising, mobile customer-relationship management and mobile direct-response marketing on nonmobile media—will reach $10.46 billion. By 2015, spending on the channel will approach $20 billion.That spending will translate to an economywide impact of $216.9 billion in sales in 2013, according to the MMA’s projections, rising to $401 billion in sales in 2015, a ratio of about $1 in mobile spending to $20 in sales, also known as the marketing impact ratio (MIR). The study noted the seeming lack of diminishing returns for mobile investment. As companies spent more money on mobile marketing, their MIR did not decrease.Mobile advertising accounts for the biggest share of total mobile marketing spending, at just under 50% of expenditures this year, or $4.87 billion—a share that will hold relatively steady through 2015. eMarketer estimates higher US mobile ad spending, projected to reach $7.3 billion this year.There is no question that as mobile and tablet advertising help companies achieve their brand goals, and thereby drive sales, it is spurring bigger outlays. InsightExpress found that in 2013, mobile and tablet advertising got strong results across brand health metrics, raising ad awareness, purchase intent and brand favorability. Tablets performed particularly well.Read more at
  • Budget allocation
  • Content kind of a big deal
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