Demand Generation is NOT Just for Corporates - How Small Companies can Benefit from Demand Generation Tactics
**Listen to this webinar at http://bit.ly/DMGSJR or see below for the abridged transcript** Links featured: Topsy - http://topsy.com Tweetreach - http://tweetreach.com Content Rules (book) - http://fave.co/1mJPZCh Red Rocket Media - http://www.redrocketmedia.co.uk Salesformics - http://salesformics.com Toluna Quick Surveys - https://www.quicksurveys.com Quora - http://quora.com Bonus articles: Two articles on why you should hire journalists for content marketing when outsourcing - http://www.redrocketmedia.co.uk/blog/eight-reasons-to-hire-a-journalist-in-your-marketing-department/ and http://www.redrocketmedia.co.uk/blog/why-are-journalists-key-to-content-marketing-success/ Transcript: #3 - "None of the information included will hurt your brain today, except for my overuse of metaphors!" #4 - "People often think of demand generation versus lead generation, pitting them against each other. And they are very different things…" #5 - "Demand generation is all about creating a buzz" #6 - "Lead generation is about netting new prospects – building the funnel, pipeline or whatever the ‘experts’ are calling it this week" #7 - "Demand generation, therefore, is an art" #8 - "Lead generation, on the other hand, is a science" #9 - "But here’s the thing – they don’t compete. Demand generation feeds lead generation" #10 - "Lead generation is easy to count – number of leads, cost of lead acquisition, use of data-driven tactics such as sales and marketing automation etc." #11 - "But demand generation is harder to measure" #12 - "What can you measure, and how does a small business do that?" #13 - "Topsy can give you insights into who is talking about you, your company, your products and other key data" #14 - "TweetReach similarly allows you to monitor tweets, hashtags and even full phrases" #15 - "Salesformics allows you to perform advanced Twitter searches and pull the results into a file in Dropbox and/or kick off a stream of marketing automations and communications based upon them" #16 - "Toluna Quick Surveys allows you to create a fast questionnaire for existing clients, which helps to measure customer satisfaction and retention" #17 - "So what can you do to generate demand as a small business?" #18 - "Either do the content marketing yourself or find a company that hires journalists, such as Red Rocket Media" #19 - "In fact, much of the reason for content marketing, in the B2B environment, is about demand generation" #20 - "There are lots of ways to listen online, including Reddit" #21 - "This guy created $23,000 in net sales of his beef jerky products in one week. Huge, considering they were averaging $2,500 a month" #22 - "Quora is another place to answer questions in an authoritative way and build both credibility and demand" #23 - "Demand generation feeds lead generation which should be measured & monitored to find more demand gen opportunities"
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Demand Generation is NOT Just for Corporates - How Small Companies can Benefit from Demand Generation Tactics
- 1. Demand Gen is Not Just for Corporates How Small Companies can Benefit from Demand Generation Tactics Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 2. Stewart Rogers @TheRealSJR +StewartRogers @Salesformics Salesformics +Salesformics Over 25 years of sales, marketing, management and mentoring Small business, large companies and corporates Direct, channel, IT, development, project and executive roles Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 3. Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 4. DEMAND GENERATION VS. LEAD GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 5. DEMAND GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 6. LEAD GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 7. DEMAND GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 8. LEAD GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 9. DEMAND GENERATION FEEDS LEAD GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 10. LEAD GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 11. DEMAND GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 12. AWARENESS CREDIBILITY CONVERSATION IMPACT CUSTOMER SATISFACTION RETENTION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 13. Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 14. Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 15. HASHTAGS TWITTER CHATS Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 16. Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 17. CONTENT MARKETING LISTENING JOINING IN REACTING ANSWERING Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 18. DIY OUTSOURCE Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 19. DEMAND Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 20. ADVANCED SEARCH GROUPS COMMUNITIES SUBREDDITS Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 21. Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 22. Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 23. DEMAND GENERATION FEEDS LEAD GENERATION Stewart Rogers, Head of Product at Salesformics Salesformics.com
- 24. Q&A Stewart Rogers @TheRealSJR +StewartRogers Stewart Rogers, Head of Product at Salesformics Salesformics.com
Editor's Notes
- None of the information included will hurt your brain today, except for my overuse of metaphors!
- People often think of demand generation versus lead generation, pitting them against each other. And they are very different things…
- Demand generation is all about creating a buzz
- Lead generation is about nettingnew prospects – building the funnel, pipeline or whatever the ‘experts’ are calling it this week
- Demand generation, therefore, is an art
- Lead generation, on the other hand, is a science
- But here’s the thing – they don’t compete. Demand generation feeds lead generation.
- Lead generation is easy to count – number of leads, cost of lead acquisition, use of data-driven tactics such as sales and marketing automation etc.
- But demand generation is harder to measure
- What can you measure, and how does a small business do that?
- Topsy can give you insights into who is talking about you, your company, your products and other key data. It can also give you data on trends and influencers, and is free to use. It doesn’t capture everything, but it’s a good tool to have in your armoury.
- TweetReach similarly allows you to monitor tweets, hashtags and even full phrases. You can see the estimated reach of your Twitter account and a full list of people that are discussing your products and services, which allows you to continue the conversation online easily. It is free for the first 50 tweets in any search and then plans start at $84 per month.
- Salesformics allows you to perform advanced Twitter searches and pull the results into a file in Dropbox and/or kick off a stream of marketing automations and communications based upon them. Salesformics starts at $79 per month and includes a full CRM as well as marketing automation for small businesses. The resulting Dropbox file this automation is creating can be analysed for measurements, trends and influencers.
- Toluna Quick Surveys allows you to create a fast questionnaire for existing clients, which helps to measure customer satisfaction and retention. But, for a small fee, you can create surveys that help create demand and push them to their panel of 4 million members, plus you’ll get useful information back for market research.
- So what can you do to generate demand as a small business. Let’s look at a few ideas…
- Either do the content marketing yourself (in which case I recommend this book as your No. 1 read) or find a company that hires proper journalists to produce the content for you, such as the guys at Red Rocket Media.
- And according to the CMI/MarketingProfs survey from this year, much of the reason for content marketing, in the B2B environment, is about demand generation.
- Advanced searches in Twitter, Groups in Facebook and LinkedIn, Communities in Google+ and SubReddits in Reddit are all good places for smaller businesses to listen, learn, engage and create demand. Reddit, I hear you ask?
- This guy created $23,000 in net sales of his beef jerky products in one week. Huge, considering they were averaging $2,500 a month. Did he pounce on the opportunity like a rabid salesperson? No – he took the time to tell a story, show his knowledge and left it at that – the Reddit community did the rest for him. At all times, he ensured that he educated and responded rather than going for the out-and-out ‘sell’ (i.e. lead generation).
- Quora is another place to answer questions in an authoritative way and build both credibility and demand. If you’re not on Quora answering questions about your industry, your competitors are.
- Remember, demand generation feeds lead generation. Once you have the leads, you can get them into your CRM and track all the usual facts, figures and timeline, taking someone from the lead source through to account to opportunity to closed business, having your sales teams manage everything along the way and creating new marketing data for your marketers. But it all begins with the much harder to measure demand generation phase. Using the tactics described and the tools available, it is completely possible for smaller businesses to generate buzz, demand and word of mouth marketing for their products and services.