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Defining the Journey to Demand Generation Success - Lisa Paglia, Davies Murphy Group

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Lisa's presentation from 'The Big Picture - 2015' event @ The Courthouse Hotel, Oxford Circus, London.

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Defining the Journey to Demand Generation Success - Lisa Paglia, Davies Murphy Group

  1. 1. November 5, 2014 Defining the Journey to Demand Generation Success
  2. 2. 2 All good marketing creates demand.
  3. 3. Awareness = Knowledge Education = Understanding Demand = Action
  4. 4. Demand generation is the art and science of getting an audience to WANT to give up their budget for your solution.
  5. 5. Like with any journey, you need a plan. Know what you need to create. Identify where you’re going to target. Design your approach for getting there.
  6. 6. And be in synch with sales.
  7. 7. 7 Know what you need to create. Understanding that need… How much revenue? How much pipeline? How many deals is that? What is a qualified deal?
  8. 8. Determine your equation. Revenue target Pipeline multiplier × Amount of qualified pipeline sales must carry = Split of net-new How much of that are you responsible for? versus existing base ⁄
  9. 9. Identify where you’re going to target. Assess your audience… Business, technical, both? Geographically-based? How big is the pool? What drives them? Who else is competing for their attention? 9
  10. 10. Consider the spectrum. Net-new targets Named accounts Existing customers Existing prospects Competitors’ customers Customers’ competitors Channel partners Alliance partners Industry associations Vertical segments 10
  11. 11. Design your approach for getting there. Define your plays and vehicles… What are your themes? How complicated is the topic? What are the best means for delivery? How broadly do you need to reach? What are your constraints? 11
  12. 12. 12 And THEN… map out your programs.
  13. 13. 13 A word about measurement…
  14. 14. Determine your equation. Revenue target Pipeline multiplier × Split of net-new versus existing base ⁄ Amount of qualified pipeline sales must carry = How much of that are you responsible for?
  15. 15. 15 Successful demand generation is a journey. If your trip is routed in the right principles, you will reach your destination on time and on budget.
  16. 16. 16

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