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How Demand Generation
Increases Sales
What is Demand
Generation?
What is Demand Generation?
Demand generation is about
driving awareness and interest in
a company's products and
services ...
Role of Demand Generation
Demand Generation helps your
organization expand into new
markets, launch new products,
build yo...
Creating Demand
Where?
When?
Who? How?
Demand Generation Starts with Knowing Your Buyers
Get a deeper understanding of
your buyers and buy...
Where?
When?
Who? How?
Define Buyer Personas
Who are they? What are they
trying to accomplish? What goals
drive their beha...
Infographics
Blogs
Videos
Case
Studies
Develop Content to Build Demand
Deciding what content and
where to promote your
con...
“When you build content
especially for your buyer
personas, you build a
relationship with people
before you’ve even met
th...
What Content
Creates Demand?
Buyers Journey
Loosening
the Status
Quo
Committing
to change
Exploring
the
Solutions
Committing
to the
Solution
Justifying...
How Innovative is Your Product or Service?
New Concept
New Paradigm
Established Market
Knowing how innovative your product...
Generating Demand for a New Concept
Thought Leadership
I understand the problem and connect to your need
New Concept
Conte...
Generating Demand for a New Paradigm
Solution Knowledge
Your solution applies to our need.
Online & Live Events, Use
scena...
Generating Demand in an Established Market
Value Validation
Business case is justified
Proof points, ROI/TCO tools
Referen...
Demand Generation has the Whole Process in Mind
Thought Leadership Solution
Knowledge
Value Story
Value
Validation
Impact
...
Demand
Generation
Across Channels
• 93% of B2B customers research companies and products before making a
purchase.*
• By the time telesales speaks to a pros...
Inbound vs Outbound Channels
Both inbound and outbound marketing channels can be leveraged, whether to
push or pull prospe...
Channels Marketers are Adding in 2017
https://www.hubspot.com/marketing-statistics
Successful Companies
Persuade the Digital
Conversation
.
Lead Generation vs.
Demand Generation
Lead Generation vs Demand Generation
The Differences
• Lead generation: The goal is to create sales-ready opportunities by...
Lead Generation Waterfall Model
In the lead Generation waterfall
model, demand generation is far
reaching and comes first ...
About Us
Helping Shape Your Future with 360integralmarketing
The founders of 360integralmarketing are leaders in effective revenue
...
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How to Increase Sales with Demand Generation

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Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.

Published in: Marketing
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How to Increase Sales with Demand Generation

  1. 1. How Demand Generation Increases Sales
  2. 2. What is Demand Generation?
  3. 3. What is Demand Generation? Demand generation is about driving awareness and interest in a company's products and services through open distribution of information or content. 2017-02-22 Awareness Interest Consideration Preference Sale © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  4. 4. Role of Demand Generation Demand Generation helps your organization expand into new markets, launch new products, build your brand reputation and ultimately warms-up prospects and clients into buying more products and services. 2017-02-22 Awareness Interest Consideration Preference Sale Confidential and Proprietary of 360integralmarketing, a division of Digital Text Marketing Inc.
  5. 5. Creating Demand
  6. 6. Where? When? Who? How? Demand Generation Starts with Knowing Your Buyers Get a deeper understanding of your buyers and buyer behavior through creating personas. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  7. 7. Where? When? Who? How? Define Buyer Personas Who are they? What are they trying to accomplish? What goals drive their behavior? What and Who influences their purchase? How do they think? How do they buy? Why do they make the buying decisions they do? Where do they buy? When do they decide to buy? How do they consume media? What marketing channels do they respond to? © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  8. 8. Infographics Blogs Videos Case Studies Develop Content to Build Demand Deciding what content and where to promote your content depends on several things: • the product and the market place • where and how your buyer personas prefers to consume content • what will generate the most desired response at the lowest cost © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  9. 9. “When you build content especially for your buyer personas, you build a relationship with people before you’ve even met them.” David Meerman Scott, Marketing Strategist and Author The New Rules of Marketing & PR .
  10. 10. What Content Creates Demand?
  11. 11. Buyers Journey Loosening the Status Quo Committing to change Exploring the Solutions Committing to the Solution Justifying the Decision Making the Selection Demand Generation content focuses on the buyers journey and moving the buyer to the final decision to buy © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  12. 12. How Innovative is Your Product or Service? New Concept New Paradigm Established Market Knowing how innovative your product is in the market will impact your content strategy for generating demand. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  13. 13. Generating Demand for a New Concept Thought Leadership I understand the problem and connect to your need New Concept Content Whitepaper, Articles, Social Media, Newsletters, Webinars Content needs to convince them there’s a problem and you can solve it. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  14. 14. Generating Demand for a New Paradigm Solution Knowledge Your solution applies to our need. Online & Live Events, Use scenarios, Case Studies Value Story Our solution will have the greatest impact to your business Presentations, Demos, Competitive Tools New Paradigm Use content to change their perception of how to solve the problem. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  15. 15. Generating Demand in an Established Market Value Validation Business case is justified Proof points, ROI/TCO tools References, Proposals Impact Assessment Validate & Reinforce Value Reviews ROI Worksheets Established Market Use content to convince the buyer you are the right choice. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  16. 16. Demand Generation has the Whole Process in Mind Thought Leadership Solution Knowledge Value Story Value Validation Impact Assessment New Concept New Paradigm Established Market © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  17. 17. Demand Generation Across Channels
  18. 18. • 93% of B2B customers research companies and products before making a purchase.* • By the time telesales speaks to a prospect, opinions are formed • Successful companies learn ways to hijack the Digital Conversation with demand generation. Cold calling can be more about taking… taking information, taking their time while making them feel uncomfortable. Demand Generation Replaces Cold Calling *Marketing Sherpa © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  19. 19. Inbound vs Outbound Channels Both inbound and outbound marketing channels can be leveraged, whether to push or pull prospects to increase demand. • Social Media • Blogging • Website • SEO Inbound • Email • Direct Mail • PR • Advertising Outbound © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  20. 20. Channels Marketers are Adding in 2017 https://www.hubspot.com/marketing-statistics
  21. 21. Successful Companies Persuade the Digital Conversation .
  22. 22. Lead Generation vs. Demand Generation
  23. 23. Lead Generation vs Demand Generation The Differences • Lead generation: The goal is to create sales-ready opportunities by collecting information on prospects for sales follow-up; building a marketing database to gather lead information to track and warm leads and to then pass to Sales to close. • Demand generation: Creates demand for an organization’s products or services through marketing, to encourage purchase. Demand generation content can be used for lead generation when the content is gated – the exchange of prospects information through completing a form in return for valuable content. 2017-02-22 © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  24. 24. Lead Generation Waterfall Model In the lead Generation waterfall model, demand generation is far reaching and comes first before leads are captured. Demand Generation Lead Capture (Marketing Captured Lead) MCL Sales Accepted Lead SAL Sales Qualified Lead-SQL Won © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  25. 25. About Us
  26. 26. Helping Shape Your Future with 360integralmarketing The founders of 360integralmarketing are leaders in effective revenue and lead generation, communications and customer relationship optimization. We are more than an agency, we are an extension of your business ‒ committed to your success. Contact Us info@360integralmarketing.com 416.678.2713 360integralmarketing.com © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.

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