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Demand Generation Essentials, Debbie Qaqish, Chief Revenue Officer, Pedowitz Group
 

Demand Generation Essentials, Debbie Qaqish, Chief Revenue Officer, Pedowitz Group

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Marketers will learn the key components of demand generation, including sales and marketing alignment, lead scoring, lead nurturing, multi-touch, multi-channel programs, and triggered campaigns.

Marketers will learn the key components of demand generation, including sales and marketing alignment, lead scoring, lead nurturing, multi-touch, multi-channel programs, and triggered campaigns.

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Demand Generation Essentials, Debbie Qaqish, Chief Revenue Officer, Pedowitz Group Demand Generation Essentials, Debbie Qaqish, Chief Revenue Officer, Pedowitz Group Presentation Transcript

  • Demand Generation Essentials A Survey Course Developed and Presented by The Pedowitz Group
  • Your DG Professors Debbie Qaqish Principal & CRO The Pedowitz Group Jeff Pedowitz CEO The Pedowitz Group
  • Today’s Course (Hold On!)
    • 12 Demand Generation Essentials
      • Workbook: Focus on 4
    • Score yourself to see your Demand Generation Maturity Level
    • Additional Learning Opps:
    • DG Toolkit
    • DG Lab
  • DG Essentials (1, 4, 2, 5)
    • Overview
    • Sales & Marketing Alignment
    • Building Use Cases
    • Lead Scoring
    • Building Campaigns
    • Lead Nurturing
    • Lead Management
    • Metrics/Benchmarks
    • Internal Communication
    • Testing/Hypothesis
    • Database
    • Deliverability
  • DG Essential 1: Overview
    • What is Demand Generation?
      • Demand generation is the revenue focused set of activities of both sales and marketing that gets quality leads into the top of the sales funnel.
    • What is marketing automation?
      • Marketing automation is a poorly chosen term that describes an emerging category of Web 2.0 technology designed to improve marketing efficiencies and drive revenue through high quality lead generation. These technologies work both in the marketing funnel and the sales funnel.
  • DG Essential 1: Overview
    • What is Digital Body Language?
      • Digital Body Language is online behavior and how you use marketing automation systems to “create” a relationship resulting in a Marketing Qualified Lead.
    • How many companies are using sophisticated marketing automation systems based on digital body language?
      • Approximately 2000.
  • DG Essential 1: Overview
    • Marketing spend for lead generation is _______.
      • Flat to increasing.
    • The role of the B2B marketer is dramatically changing.
      • YES!
  • DG Essential 1: Tally Your Score
    • 5 Points for every question you got right
    • 1 Point for every question you missed (you get credit for being here!)
    • Enter DG Subtotal on Page 2
  • DG Essential 1: Overview
    • Measurable Contribution of Marketing to Revenue
    • The Changing Role of the B2B Marketer
    • The Business Case for Demand Generation
    DG Toolkit
  • DG Essential 4: Lead Scoring & Nomenclature
    • Concept of lead scoring
      • Explicit data
      • Implicit behavior
    • Conducting a Lead Scoring Workshop
    • Nomenclature
  • DG Essential 4: Lead Scoring & Nomenclature
    • Definition
      • Lead scoring is a process using technology that allows you to assign points to data and behavior of your prospects in the digital world. The point system is used to identify those prospects who:
        • Raise their hand
        • Are probably ready to take a call from you
        • Have a demonstrated propensity to buy or to enter the sales cycle
      • Lead scoring is a sales activity. It is not a marketing activity.
      • Explicit Data and Implicit Behavior (see page 4)
  • Conducting a Lead Scoring Workshop
    • How To Build a Lead Scoring Program
      • In the DG Toolkit
    • Participants: Marketing and Sales
    • Demographic Data (See page 4)
      • Brainstorm (alone), Post It notes, De-dupe, Rank (1 – 10)
      • Create sub-categories and rank
      • Eyeball and agree
    • Repeat for Implicit
    • Test
  • DG Essential 4: Lead Scoring & Nomenclature
    • Language of Leads (See Glossary of DG Terms, page 9)
      • A natural output of lead scoring
      • Can also be accomplished by mapping out the “Life of a Lead”
      • Critical to demand generation success
      • THE most basic and consistent issue we hear
  • DG Essential 4: Answer and Tally
    • 5 Points if you answered – Absolutely!
    • 3 Point if you answered – Kind Of?
    • 1 Point for - Nope! (Hey you showed up today!)
    • Enter DG Subtotal on Page 3
  • DG Essential 4: Lead Scoring & Nomenclature
    • How to Build a Lead Scoring Program
    • Lead Scoring Tool
    • Accelerating Demand Generation with Co-Dynamic Lead Scoring
    DG Toolkit
  • DG Essential 2: Sales & Marketing Alignment
    • Sales and marketing alignment is often considered as a second stage in Demand Generation.
    • Yet, leading Demand Generation Marketers cite it as the relationship between sales and marketing as the number one predictor of demand generation success.
  • DG Essential 2: Sales & Marketing Alignment
    • Your Best Example of Sales & Marketing Alignment
    • Share your Best Example
    • See 10 Best Practices (Page 6)
      • Lead Scoring (created by both sales and marketing)
      • Vested interest in each other’s success
      • Campaign and program debriefs with inside sales
      • Sales helps to shape the messaging and direction of lead generation
      • Marketing compensation is tied to sales success
  • DG Essential 2: Answer & Tally
    • 5 Points for a YES!
    • 1 Point for a NO! (Hey, you can fog a mirror)
    • Enter DG Subtotal on Page 5
  • DG Essential 2: Sales & Marketing Alignment
    • 25 Metrics to Prove Marketing Drive Sales
    • Soundbites to Sales & Marketing Alignment
    • 2 Surveys:
      • Sales to Marketing
      • Marketing to Sales
    DG Toolkit
  • DG Essential 5: Building Campaigns
    • Segmentation
    • Triggers
    • Lead Nurturing
    • Multiple Channels
    • Progressive Forms
    • Personalized Landing Pages
    • A/B Split Testing
    • Subscription Management
    • Email Best Practices
  • DG Essential 5: Answer and Tally
    • 5 Points if you answered – Absolutely!
    • 3 Point if you answered – Kind Of?
    • 1 Point for - Nope! (Hey you showed up today!)
    • Enter DG Subtotal on Page 7
  • DG Essential 5: Campaigns
    • Building Effective Landing Pages
    • Increasing Response to B2B E-mail Marketing Programs
    • Top Ten Tips for Best Practice Lead Management
    DG Toolkit
  • Your Homework
    • Total your score (who had the highest?)
    • Q & A
    • Visit the Toolkit
    • Take the Lab Experience
    • Thank you!
    • Debbie Qaqish
    • The Pedowitz Group
    • 770-331-4443
    • [email_address]