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D (-2 i’i"i a i"i d
Genera ‘i: ion
Success Secrets

from the Norwest Venture Partners
Demand Generation (Demand Gen) Summi...
It's no secret that an
integrated 
demand gen »

program

is important for driving
business growth
But how can you

GHSUFG

your demand gen
plan will be a

SUCCESS

and not just a
money sink?
We have

5 proven tactics

courtesy of the sales and marketing pros
at our recent Demand Gen Summit
Agree on demand
gen definitions across
the organization

L‘
Define what qualifies
as an MQL,  SQL
and Opportunity
Define what qualifies
as an MQL,  SQL
and Opportunity

Define what program
success looks like and
associated KP| s
Define what qualifies
as an MQL,  SQL
and Opportunity

Define what program
success looks like and
associated KPls

Define ...
Set specific
goals up front
How long is your
buyer's cycle?
What does success
look like at specific
points of time?
Evaluate all marketing
programs through a
demand gen le
I
o 0: g_
1 “goo
sob’ _

How many potential
buyers will you reach?
How many will you
engage with?
What's your expected
cost per lead?
How cost-effective
is this program
versus others?
Institute checks
& balances
Don’t set lead scoring
and forget about it
Refresh nurture
campaigns over time —
what worked last
month may not

work today
Testing should
be like brushing
your teeth

fl
If you don’t make this a
regular practice,  you
could pay in the end
lt’s the top way to drive
improved results that
doesn’t cost extra $
Subject line tests increasing
opens by 5% can mean
15,000 extra opens over
100 email campaigns
Implement these

5 Demand Gen
Success Secrets

and watch your marketing
program take flight
y @HeidiBu| |ock

A special
thank you

to Heidi Bullock, 

VP of Demand Generation, 
lvlarketo,  at the DemandGen
Summit, ...
Using an Integrated
Demand Generation

Strategy to Drive
Business Growth

Follow us on Twitter "‘e’*"‘“"“
y a lJorwestVP

...
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Norwest Venture Partners Demand Generation Success Secrets

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At the recent Norwest Venture Partners Demand Generation Summit we brought together a hand-picked group of marketing and sales professionals to share how they’ve fine-tuned their demand gen efforts. During the event, Heidi Bullock, VP of Demand Generation at Marketo gave her five top tips for driving a successful demand generation program. We’ve expanded upon those tips in this SlideShare.

Published in: Business
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Norwest Venture Partners Demand Generation Success Secrets

  1. 1. D (-2 i’i"i a i"i d Genera ‘i: ion Success Secrets from the Norwest Venture Partners Demand Generation (Demand Gen) Summit riiii ‘RV/ /E-Ti l
  2. 2. It's no secret that an integrated demand gen » program is important for driving business growth
  3. 3. But how can you GHSUFG your demand gen plan will be a SUCCESS and not just a money sink?
  4. 4. We have 5 proven tactics courtesy of the sales and marketing pros at our recent Demand Gen Summit
  5. 5. Agree on demand gen definitions across the organization L‘
  6. 6. Define what qualifies as an MQL, SQL and Opportunity
  7. 7. Define what qualifies as an MQL, SQL and Opportunity Define what program success looks like and associated KP| s
  8. 8. Define what qualifies as an MQL, SQL and Opportunity Define what program success looks like and associated KPls Define your measurement frequency and time periods
  9. 9. Set specific goals up front
  10. 10. How long is your buyer's cycle?
  11. 11. What does success look like at specific points of time?
  12. 12. Evaluate all marketing programs through a demand gen le
  13. 13. I o 0: g_ 1 “goo sob’ _ How many potential buyers will you reach?
  14. 14. How many will you engage with?
  15. 15. What's your expected cost per lead?
  16. 16. How cost-effective is this program versus others?
  17. 17. Institute checks & balances
  18. 18. Don’t set lead scoring and forget about it
  19. 19. Refresh nurture campaigns over time — what worked last month may not work today
  20. 20. Testing should be like brushing your teeth fl
  21. 21. If you don’t make this a regular practice, you could pay in the end
  22. 22. lt’s the top way to drive improved results that doesn’t cost extra $
  23. 23. Subject line tests increasing opens by 5% can mean 15,000 extra opens over 100 email campaigns
  24. 24. Implement these 5 Demand Gen Success Secrets and watch your marketing program take flight
  25. 25. y @HeidiBu| |ock A special thank you to Heidi Bullock, VP of Demand Generation, lvlarketo, at the DemandGen Summit, whose presentation inspired and informed this S| ideShare
  26. 26. Using an Integrated Demand Generation Strategy to Drive Business Growth Follow us on Twitter "‘e’*"‘“"“ y a lJorwestVP VENTURE PARTNERS Copyright 2015 Norwest Venture Partners.

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