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Demand Generation Best Practices Guide

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Download the PDF: https://www.demandmetric.com/content/demand-generation-best-practices-report

“When I want something, I must have it!” What better way to sum up the
goal of Demand Generation – to create a desire, a need, a craving so strong
that whatever it is your customer simply must have it.
It’s easy to see that play out in the B2C consumer driven marketplace. But
make no mistake about it, the same strong desire works equally well in the
B2B business environment. The approach, the drivers and challenges are
different. Yet in the end, the decision maker has to see the overwhelming
topline need for the product or service to issue that all important PO (purchase
order).
As important as Demand Generation is, creating it and sustaining it has
become one of the biggest challenges facing the Modern Marketing Organization
(MMO). Demand Generation activities must be coordinated and delivered
in a multi-channel, multi-device environment. Strategies must be so well
defined and integrated that the customer or prospect receives the same
messages and experiences across the omni-channel; and that experience
must be as personalized and relevant as possible.
Demand Metric’s research, benchmark studies, methodologies and tools have
consistently shown that effective Demand Generation requires following best
practices and processes in a coordinated, holistic approach.

In this Best Practices Report, we will focus
on these key components of Demand
Generation:
Email Marketing
Online Advertising
Search Engine Optimization (SEO)
Event Marketing
Marketing Apps
Predictive Marketing Analytics
Marketing Automation
Customer Relationship Management (CRM)
The goal of this report is to enable the
MMO to create an Enterprise-level
approach to Demand Gen that supports
holistic, end-to-end activities, programs
and initiatives.

Published in: Marketing
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Demand Generation Best Practices Guide

  1. 1. DEMAND GENERATION BEST PRACTICES GUIDE Best Practices, Insights & Vendor Analysis
  2. 2. Table of Contents 1 3 2 6 3 9 4 10 Executive Summary What Is Demand Generation? Benefits of Demand Generation Demand Generation vs. Lead Generation Demand Generation & the MMO Demand Generation Landscape Demand Generation Roles Matrix Demand Generation Maturity Model Action Plan Analyst Bottom Line About Demand Metric DEMAND GENERATION Best Practices Guide 42 43 115 6 16 7 23 288 319
  3. 3. 3DEMAND GENERATION BEST PRACTICES GUIDEEXECUTIVE SUMMARY “When I want something, I must have it!” What better way to sum up the goal of Demand Generation – to create a desire, a need, a craving so strong that whatever it is your customer simply must have it. It’s easy to see that play out in the B2C consumer driven marketplace. But make no mistake about it, the same strong desire works equally well in the B2B business environment. The approach, the drivers and challenges are different. Yet in the end, the decision maker has to see the overwhelming topline need for the product or service to issue that all important PO (purchase order). As important as Demand Generation is, creating it and sustaining it has become one of the biggest challenges facing the Modern Marketing Organi- zation (MMO). Demand Generation activities must be coordinated and deliv- ered in a multi-channel, multi-device environment. Strategies must be so well defined and integrated that the customer or prospect receives the same messages and experiences across the omni-channel; and that experience must be as personalized and relevant as possible. DemandMetric’sresearch,benchmarkstudies,methodologiesandtoolshave consistently shown that effective Demand Generation requires following best practices and processes in a coordinated, holistic approach. Executive Summary In this Best Practices Report, we will focus on these key components of Demand Generation: Email Marketing Online Advertising Search Engine Optimization (SEO) Event Marketing Marketing Apps Predictive Marketing Analytics Marketing Automation Customer Relationship Management (CRM) The goal of this report is to enable the MMO to create an Enterprise-level approach to Demand Gen that supports holistic, end-to-end activities, programs and initiatives.
  4. 4. 4DEMAND GENERATION BEST PRACTICES GUIDEEXECUTIVE SUMMARY Foundation Models In this report, we present four models to enable modern marketers to take a holistic approach to Demand Generation. These four models are: Demand Metric’s Marketing Organization Maturity Model, which shows the progression and pathway a marketing department should take to mature from a Cost Center to a Modern Marketing Center of Excellence (MMCoE), respon- siblefor,andmeasuredon,drivingsalesandrevenuetargets. Demand Metric’s Demand Generation Maturity Model, which highlights the pathway an organization should take step-by-step to mature in its use of Demand Generation from Ad Hoc to World-Class. Demand Metric’s Demand Generation Roles Matrix, which highlights the roles, responsibilities, processes, tech- nology, content and metrics for effective Demand Genera- tion strategies. Demand Metric’s Demand Generation Framework defines the activities required to successfully create, plan and execute a demand generation program.   V I E W R E S O U R C E V I E W R E S O U R C E V I E W R E S O U R C EV I E W R E S O U R C E
  5. 5. 5DEMAND GENERATION BEST PRACTICES GUIDEEXECUTIVE SUMMARY Vendor Analysis Our solutions section covers the Demand Generation systems, vendors and applications from the Demand Generation functions noted previ- ously. For each of these, we examine the leading vendors and solutions according to their offerings, feature sets and unique strengths. Each of these categories and vendor solutions is covered in more detail in our technology overview reports. Demand Metric offers this report to enable your organization to make Demand Generation functions the best they can be.
  6. 6. 6DEMAND GENERATION BEST PRACTICES GUIDEWHAT IS DEMAND GENERATION? What Is Demand Generation? Demand Generation, at its most fundamental, includes the strategies, processes, tools, technologies and activities used to create the need, desire or want in a customer or marketplace to purchase available goods or services. This comprises areas such as brand awareness, product/service interest & education, purchase intent, target population reach, audience discovery and top of funnel sales activities. More broadly, today’s Demand Generation programs now support and optimize the entire buyer’s journey throughout the attraction, conversion, fulfillment and loyalty stages of the journey. Given that, it is important to be aware of the primary activities that comprise an effective Demand Generation initiative and the role Demand Genera- tion plays in an overall Digital Marketing effort. Use Demand Metric’s Demand Generation Maturity Assessment to find out where your company stands with Demand Generation. Almost three-fourths of study participants with effective demand generation processes grew revenue year-to-year. RELATIONSHIP: REVENUE GROWTH & DEMAND GENERATION PROCESS EFFECTIVENESS Declined Flat Grew NeutralEffective Innefective 12% 14% 74% 24% 57%19% 53%19%28% V I E W R E S O U R C E
  7. 7. 7DEMAND GENERATION BEST PRACTICES GUIDEWHAT IS DEMAND GENERATION? Primary Demand Generation Activities Certain marketing activities are more closely associated with Demand Generation for both Inbound and Outbound Marketing. Inbound Marketing activities are designed to attract a prospect to your destination, offer or experience. It has, traditionally, relied most heavily on the company website or landing pages. Today, that initial inbound connection could just as easily be social or mobile. Outbound activities rely on the company reaching into the market to engage with prospects who may not know about the company yet. Traditionally, this has been the job of an outbound sales force. In today’s Digital Marketing arena, outbound Demand Generation also relies heavily on Email Marketing, Content Marketing and events. Website (Landing Pages, Microsites) Webinars SEO Content (Whitepapers, eBooks, Infographics, Podcasts) Social Media Online Communities Media/PR Analytics Email Marketing Event Marketing (Webinars, Virtual Events, Tradeshows, Conferences, Roadshows) Direct Mail Content Syndication Paid Advertising (PPC, Ads, Web) Paid (Social) Metrics Inbound Marketing Outbound Marketing Outbound activities include the following: Inbound activities include the following:
  8. 8. 8DEMAND GENERATION BEST PRACTICES GUIDEWHAT IS DEMAND GENERATION? According to Demand Metric’s maturity models, as Demand Genera- tion matures within the Enterprise, these initiatives move from a focus on web traffic, landing pages and PPC SEO to a sophisticated omni- channel approach, experimenting with interactive marketing apps and predictive marketing analytics. It’s clear that Demand Generation is a broad and multi-faceted marketing discipline and category. The purpose of this report is to put a solid frame- work around Demand Generation so that MMOs can measure their prog- ress and success in achieving their Demand Generation goals. Role in Digital Marketing Demand Generation plays a critical role in both the MMO and Digital Marketing. In Demand Metric’s Best Practices Report entitled Practical Growth: Building a Modern Marketing Center of Excellence (MMCoE)™, it is noted that Demand Generation is one of the key functions within the MMO and recommends a well-defined senior or executive role to drive Demand Generation. Within Demand Metric’s Digital Marketing Maturity Model, a World- Class Demand Generation team uses email, content, mobile, social and video to ensure that personalized and localized content is delivered to personal devices in real-time through custom content and apps. Demand Generation is also a key driver of Event Marketing and a necessary component for the alignment of marketing and sales for Sales Enablement. Bottom-line Demand Generation drives revenue by creating an awareness and a compelling purchase need in the customer or prospect for the product or service under consideration. Download Demand Metric’s Digital Marketing Best Practices Report for the complete picture of Demand Generation’s role in Digital Marketing. V I E W R E S O U R C E
  9. 9. 9DEMAND GENERATION BEST PRACTICES GUIDEBENEFITS OF DEMAND GENERATION Benefits of Demand Generation The benefits of effective Demand Generation span across the MMO, touching the following roles and departments: Senior Management, Stra- tegic Communications, Demand Generation, Content Marketing, Search Engine Management, Product Marketing and Campaign Management. Acquiring new customers & markets through web presence. Creatinganon-going,real-timerelationshipwithcustomersandprospects. Providing targeted, personalized, localized content for the right audi- ence at the right time. Increasing website & blog traffic and SEO. Collecting more relevant and accurate customer data across multiple touch points. Reducing advertising expenditures. Maximizing brand social presence on the web. Building optimal audiences with targeting and retargeting by finely tuning customer segmentation. Optimizing ad timing for when customers are ready to buy. Usingeventstocreateawareness&excitementanddriveleadgeneration. Using interactive marketing apps to develop a new level of user engagement. Usingpredictiveanalytics to determine in advance which Demand Gener- ation campaigns will produce the highest ROI. Some of the primary benefits to be gained from Demand Generation initia- tives are: SENIOR MANAGEMENT STRATEGICCOMMUNICATIONS DEMAND GENERATION CONTENT MARKETING SEARCH ENGINE MANAGEMENT PRODUCT MARKETING CAMPAIGN MANAGEMENT
  10. 10. 10DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION VS LEAD GENERATION Demand Generation vs. Lead Generation Some confusion exists between the functions of Demand and Lead Generation with some marketers believing that all Demand Generation is about getting leads. In fact, Demand Generation is a multi-step process of which Lead Generation is one of the primary outcomes. Demand Generation opens the market for a product/service, creates awareness, discovers new audiences, develops brand recognition, begins the engagement process and nurtures target populations before they become real leads or prospects for sales. By contrast, Lead Generation is the process of identifying specific pros- pects and customer types that are most likely to become customers, and creating strategies, tactics and campaigns that will provide engagement and connection between the prospect and the company or brand. In short, Demand Generation casts a wide net over a large potential population; while Lead Generation “fly fishes” for the best possible catch. Use Demand Metric’s Demand Generation Strategy Workbook to develop, plan and monitor your Demand Generation initiatives. V I E W R E S O U R C E
  11. 11. 11DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION AND THE MMO Demand Generation and the MMO In most companies, Demand Generation has grown organically with many independent initiatives cropping up to address one marketing need after another. Unlike the days of yore, when all computers and systems were under the control of IT departments, today’s marketing budgets, tools and technologies are spread across the organization and “in the cloud.” Email Marketing Solution Study Demand Metric’s Email Marketing Solution Study exam- ines the changing role of Email Marketing in a Digital Marketing universe, in which Demand Generation is quickly moving to incorporate more social, mobile and video experiences. SEO Technology Overview Demand Metric’s SEO Technology Overview examines the maturing of the Search Engine Optimization (SEO) market. As the SEO market matures, quality measures, such as repu- tation, trust, content relevance and author authority, are replacing the old quantity metrics like keyword rankings and link volume. Advanced SEO solutions now weigh campaign performance metrics based on brand building, site traffic and conversion more heavily than keyword rankings. E-MAIL MARKETING Solution Study Insights, Landscape & Vendor Analysis V I E W R E S O U R C E V I E W R E S O U R C E That means the success rate of Demand Generation initiatives can be limited when they do not include Enterprise data integration with existing CRM, SFA and Marketing Automation systems. To address that challenge, this Best Practices Report along with Demand Metric’s companion Solution Study and Technology Overviews examine the primary platforms for the Demand Generation functions:
  12. 12. 12DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION AND THE MMO Online Advertising Tecnology Overview Demand Metric’s Online Advertising Technology Over- view focuses on the market and solutions for Online Advertising. This report takes a close look at the benefits of Online Advertising platforms, the state of the market and the complex ecosystem of Online Advertising. This report offers an overview of the top solutions for Online Advertising and Mobile Advertising. Predictive Marketing Analytics Vendors Matrix Demand Metric’s Predictive Marketing Analytics Vendors Matrix examines vendors that are stretching the land- scape for marketing analytics by creating tools that don’t just analyze past marketing campaigns, but predict which campaigns will produce the highest ROI potential before they are even run. V I E W R E S O U R C E Online Event Marketing Technology Overview Demand Metric’s Online Event Marketing Technology Overview covers the features of Online Event Marketing solutions as well as a summary of how the Online Event Marketing landscape will evolve over the next year. V I E W R E S O U R C E Interactive Marketing Apps Vendors Matrix Demand Metric’s Interactive Marketing Apps Vendors Matrix reviews the key solutions in the emerging market space for interactive applications as a marketing tool. V I E W R E S O U R C E V I E W R E S O U R C E
  13. 13. 13DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION AND THE MMO At Level 1, the marketing organization is viewed as a Cost Center, primarily responsible for sales support with few resources and no way to effectively show its contribution to revenue. As the organization progresses in maturity through Level 2 (Neutral) and Level 3 (Contributor), it is able to provide evidence for its increasing revenue contribution through metrics that justify marketing spend and staff resources. At Level 4 (World Class) the organization has strong executive manage- ment support. It is led by executive support to fully staff and resource the organization for success. Metrics such as Customer Lifetime Value (CLV), Brand Equity measurements and Customer Cost to Acquire provide quantitative support for marketing’s role. The Modern Marketing Organization Demand Metric defines the Modern Marketing Organization (MMO) as driving the revenue of the company through the acquisition, engagement and the development and maintenance of long-term, cost effective relationships with customers. In brief, the MMO has responsibility for sustained revenue generation, Sales Enablement and authority over all of the processes, technologies, tools and talent that support the “customer universe.” That new responsibility for revenue generation is a key driver for Demand Generation to create better digital experiences which will result in better leads more sales opportunities, and sustainable customer relationships. As Demand Metric’s World Class Marketing Organization Maturity Model shows(nextpage),themorematuretheorganization,themoreitcontributes to the overall revenue picture. Demand Metric’s World Class Marketing Organization Maturity Model examines seven marketing components across four stages, illustrating common or best practices at each stage. For a more detailed look at the MMO, please download our How-To Guide: The Modern Marketing Organization. V I E W R E S O U R C E
  14. 14. LEVEL 1 - Cost Center LEVEL 2 - Revenue Neutral LEVEL 3 - Revenue Contributor LEVEL 4 - Profit Center World Class Marketing Organization Leadership Staffing Budget Orientation Marketing plan aligned with and drives business planning CMO, VPs, Directors, Managers and Program Managers CMO compensation tied to revenue & marketing performance Budgeting is connected to revenue growth targets Very reactive, operational, not strategic, no plan No senior leadership in Marketing, possibly a Manager Informal roles & responsibilities, no job description No budget exists, spending is Ad Hoc Still reactive, some campaign plan- ning, no strategic plan Director of Marketing, with Project or Program Managers Basic job descriptions in place but rarely updated A small budget exists for items such as trade shows, etc. Working from a strategic marketing plan and campaign plans VP, Director of Marketing, Program Managers Job descriptions & performance reviews done regularly A budget exists and business cases are created to justify spend WORLD CLASS MARKETING ORGANIZATION Maturity Model
  15. 15. Want to rate your organization’s World Class Marketing maturity with an interactive tool? Download our World Class Marketing Assessment and get started today! LEVEL 1 - Cost Center LEVEL 2 - Revenue Neutral LEVEL 3 - Revenue Contributor LEVEL 4 - Profit Center Processes Systems Metrics Executive Perspective of Marketing All processes are defined, measured, managed, and optimized All systems fully integrated, analytics & business intelligence Customer lifetime value (CLV), brand equity, cost to acquire, ROI Source of revenue, strategic functiom No processes, activities done ad hoc, reactive in nature Minimal marketing technology in place No metrics or a focus on adver- tising: #impressions, #ads Cost-center, not a strategic function Activities are repeatable and some processes are defined Legacy customer database or CRM system, email marketing Perational metrics such as open rates, click-thrus, registrations Cost-center, sales support function All processes are defined and some measurement in place CRM, marketing automation, with some integration. Cost per lead (CPL), renewal rate %, #sales qualified leads created Cost-center, flashes of brilliance WORLD CLASS MARKETING ORGANIZATION Maturity Model V I E W R E S O U R C E World Class Marketing Organization
  16. 16. 16DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE Demand Generation Landscape Playing Field As noted previously, this Best Practices Report focuses on the key functional areas for Demand Generation: Email Marketing, Search Engine Optimization (SEO), Online Advertising, Event Marketing, Interactive Marketing Apps and Predictive Marketing Analytics. In this section, we summarize our best practice recommendations and vendor matrices for each category. Email Marketing Today, Email Marketing platforms offer a range of features and functions that extend well beyond the basic design, creation and delivery of emails to the subscribers on a list. Most notable are extensions for social, mobile and video applications, ecommerce and online sales, online communities, advanced analytics and enterprise platform integration. Email Marketing is a foundation pillar of Demand Generation. As noted in the beginning of this report, for many marketing orga- nization’s Email Marketing was their first Demand Generation activity. Today, World-Class Email Marketing must involve an inte- grated email, social and content strategy, in which email is personal- ized and targeted, aligned with centralized asset management, and aggregated performance metrics. Demand Metric’s Email Marketing Solution Study focuses on vendors offering platforms with a technology infrastructure that supports multiple applications rather than one-off applications. As Email Marketing evolves, users and customers will become less tolerant of email that is not directly relevant to their needs and the stage of their buying journey. The right Email Marketing strategy combined with the right platform and tools will ensure that the MMO uses email for optimum marketing success. Vendors in the Email Marketing market fall into one of five levels (from Basic to Cutting-Edge as well as Niche) based on the depth and breadth of their platform and applications and as well as their ability to manage email across multiple distribution points. E-MAIL MARKETING Solution Study Insights, Landscape & Vendor Analysis V I E W R E S O U R C E
  17. 17. 17DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE Search Engine Optimization (SEO) This vendor landscape focuses on the broader SEO market, which as detailed in the SEO Technology Overview, is rapidly transitioning from basic paid and organic search to an integrated, multi-channel optimization approach. Demand Metric has evaluated the solutions in this landscape by first examining the functions of the standard SEO solution (as listed below), and then looking at the extended SEO solu- tion features, which include content management, social signal tracking and Enterprise and third-party integrations. A standard SEO solution incorporates the following features: Demand Metric’s SEO Vendors Matrix covers the offerings, features and strengths of 15 solutions, ranging from solid, basic platforms for SMBs and mid-market companies to sophisticated platforms for large, mid-market companies and Enterprises. Site Monitoring Keyword Research Link & Backlink Analysis (acquisition/removal) Page Optimization & Management Globalization and Localization (languages, local geos) The more sophisticated solutions also include content manage- ment, social signal tracking and Enterprise integrations. Content management focuses on content optimization for organic search. Social signal tracking involves ranking content by evaluating social activity such as likes, tweets and shares. Enterprise integrations include connections to CRM, MA and ERP systems as well as workflow management functions. There are some niche vendors in this space, offering unique functionality. SERP (Search Engine Results Page) Rank Tracking Search Engine Advertising Monitoring Web Analytics Integration Reporting V I E W R E S O U R C E
  18. 18. 18DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE Review Demand Metric’s Online Advertising Technology Overview to get a full view of the current Online and Mobile Advertising market and to gain an understanding of where the technology is heading in the next 12-18 months. Audience Targeting and Retargeting (web, social, mobile) Ad Serving (for display ads, video, mobile, rich media) Ad Versioning (modifying the ad for a market/customer) Creative Services (Static and Dynamic) Advanced Online Advertising solutions offer features, such as dynamic creative optimization to create new ad creatives in real- time and deeply personal retargeting that goes beyond retargeting just the company or brand to serve actual products previously viewed. Other advanced features include performance management, B2B funnel management, web analytics, Enterprise integrations and advanced attribution and decision systems. Demand Metric’s Online Advertising Vendors Matrix covers the offerings, key features and unique strengths of 23 vendor solutions for Website and Mobile Advertising, ranging from solid, basic solu- tions for SMBs and mid-market companies to sophisticated, broad platforms for large, mid-market companies and Enterprises. Online Advertising Online Advertising platforms manage the exchange of media between the demand side (advertisers) and the supply side (apps, websites) for video, display, social, and mobile advertising. Given the speed and fluidity of the Online Advertising market, many advertisers have turned to Demand Side Platforms (DSPs) that automate the purchase of Online Advertising. Demand Metric’s Technology Overview examines Online Adver- tising platforms and Mobile Advertising platforms, emphasizing DSPs. Standard features include: Campaign Management Audience Building and Discovery Cross-device, Cross-platform Ad Integrity Analytics, Reporting V I E W R E S O U R C E
  19. 19. 19DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE Event Marketing Events are a highly valuable resource for obtaining qualified leads and encouraging customer engagement. Traditional events, such as business meetings, conferences and trade- shows, thrive on the face- to-face interaction that can help to develop long-lasting partnerships. Likewise, the real-time interaction supported by webinars and virtual events creates personalized experiences for customers and prospects that enable relationship building. Events, for organizations, are considered to be any gathering that is planned and executed in order to attract attention from the organization’s target audience. Our Online Event Marketing Technology Overview focuses on vendors that offer solutions for web conferencing, webcasting, webinars and virtual events and environments. V I E W R E S O U R C E The purpose of business events is to generate interest in the company’s products, services, and/or brand and develop rela- tionships between customers, prospects and vendors. Functionality ranges from HD audio & video conferencing to full-scale virtual events hosted via customizable 2D & 3D online environments. This report contains a compilation of standard, advanced and cutting-edge features available within the space.
  20. 20. 20DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE In Demand Metric’s Interactive Marketing Apps Vendors Matrix, we examine the top performing Marketing Apps platforms, which are Ceros, ion interactive, Offerpop, SnapApp and Wishpond. Marketing Apps Marketing Apps are a new breed of Demand Generation tool based around engagement. A traditional approach to Demand Generation is focused on creating interest, need or desire through compelling content, advertising, events or offerws. Marketing Apps focus on creating demand through interactive engagement. MarketingAppsofferaninteractive,webexperiencewithmarketing content. This may include gamification (contests, quizzes, games), learning or education tools (configurator, calculator, wizard, assess- ment tool), personalization (profile analyzer, virtual dressing room). Whatever the approach, the goal is the same: exchange static, passive content consumption with engaged interaction. Be informative and entertaining. Be challenging, as with contests, games, votes, quizzes. Provide a personalized, brand experience. Be useful. Encourage sharing and social behavior. To be effective Marketing Apps should: Marketing Apps platforms should include the following primary features and functions: Interactive Content Development & Delivery Extensive Design Template Library (for building apps) Design Tools (to create customized apps) Customer Segmentation & Targeting (to focus marketing efforts) Personalization features (tags, grades or flags) Alerting Functions (for lead generation) CRM, MA, & Enterprise-level Integrations eCommerce Support Analytics (for tracking and measuring responses and results) V I E W R E S O U R C E
  21. 21. 21DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE Marketers have a multitude of options when it comes to analytics. Options include legacy, Enterprise data mining solutions (IBM, SAP, SPSS and TIBCO); Deep dive, business intelligence systems (Alteryx, Information Builders, Pyramid Analytics and Salford Systems) and newer, Big Data analytics and data visualization players (Revolution Analytics, Tableau and Angoss). As good as all these systems are, they have two challenges for marketers: They are focused on Enterprise business intelligence, of which the marketing organization is just one part. They often require legends of business analysts and programmers to provide the information marketers need. 1 2 Marketing Automation solutions from Marketo, Oracle, Sales- force and others include historical marketing analytics that offer insights and help marketers fine tune the next campaign. There are also solution-specific analytics vendors (WebTrends for web analytics and Lattice Engines, InsideView and Squirro for sales intelligence). However, the speed of marketing decision-making today depends on better, faster, more actionable information. Even “real-time” data insights are not enough. Customized lead capture Sophisticated scoring models Customizable scoring capability Model transparency – to see raw data insights, not just end score Suggest or prescribe new actions Integration of private, public and third-party data CRM, MA, enterprise integration Visualization Dashboard Predictive Marketing Analytics In Demand Metric’s Predictive Marketing Analytics Vendors Matrix, six vendors have been reviewed that are leading the charge in Predictive Marketing Analytics. Use this matrix to iden- tify the best solution for your organization. Enter a new breed of analytics companies and solutions focused on Predictive Marketing. What sets these vendors apart is their ability to collect and analyze volumes of data to provide insights into how a marketing campaign will perform before it is launched. With that knowledge, marketers can allocate budget and resources for the highest value ROI with more confidence and a better view into optimal marketing performance. Predictive Marketing Analytics platforms should include: V I E W R E S O U R C E
  22. 22. 22DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE DemandMetricdefinesCustomerRelationshipManagement as the strategies, processes, tools and technologies to develop, manage and support customer interactions, relationships and experiences across the organization. At their most basic, CRM systems support sales, marketing and customer service functions. Advanced Enterprise CRM systems now support the entire customer relationship, including activities and interactions from the back office to social communities. The primary benefits of CRM are associated with the three functional areas these systems support – sales, marketing and customer service. As CRM systems have evolved over the last decade, many CRM solutions have expanded beyond sales, marketing and customer service to include: channel/partner management, field service, ecommerce integration, sales/business intelligence and customer data management. Demand Metric defines Marketing Automation (MA) as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows. These strategies and activities include: Email Marketing, Multi- channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring,LeadNurturing,SocialMarketing,MarketingResource Management, Event Management, Engagement Marketing and Marketing Analytics. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system. As with the CRM space, the MA Landscape has matured rapidly in the lastfive years. Solutions that began to auto- mate basic marketing tasks have evolved into lead lifecycle management systems and total customer engagement systems. They have grown from offering marketing support to driving revenue performance management supported by analytics that measure ROI throughout the customer lifecycle. CRM Marketing Automation
  23. 23. 23DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION ROLES MATRIX Our Demand Generation Roles Matrix (page 25) provides an complete view of the roles, responsibilities, processes, technology, content and metrics related to Demand Gen. Use this roles matrix: As an ASSESSMENT tool to evaluate how your organization has allocated its roles and responsibilities. To BENCHMARK processes to determine if you have the best processes in place for each role; to identify gaps and create new processes as needed. To EVALUATE vendors, solutions and technology to ensure each role is adequately equipped to perform their tasks. As a GUIDE to know what kind of content to develop and deliver for each phase of Demand Generation. To MEASURE the performance of each role based on achievement to optimize responsibilities for peak performance. 1 3 2 4 5 Demand Generation Roles Matrix 1 3 2 4 5
  24. 24. 24DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION ROLES MATRIX Demand Generation Content Marketing Demand Generation is responsible for Demand/Lead Gen Strategy, Inbound/Outbound Marketing and Sales Oppor- tunity Management. Demand Gen relies on MA, Email Marketing, Event Marketing and Marketing Apps platforms to produce content for advertising, SEO, email, webinars and live and virtual events. Content Marketing is responsible for content creation, curation and distribution across the web, social and mobile channels. Content marketers rely on Web Content Management (WCM), MA, content publishing, blogging and curation tools to produce websites, blogs, whitepa- pers, eBooks, infographics, podcasts and videos. Many are now also turning to Marketing Apps platforms for a higher level of engagement through content. Event Marketing Event Marketing is responsible for producing virtual events, webinars & webcasts, conferences and trade- shows. Event marketers rely on Event Marketing and Management, survey and chat and Marketing Apps platforms to create event presentations, webinars, virtual environments, promos and marketing collateral for events. Search Engine Management Search Engine Management: (SEM) is responsible for SEO, PPC and paid and organic search. SEO Managers rely on WCM, SEO and Web Development platforms to produce content for PPC, paid and organic search campaigns and landing pages. Each role in the roles matrix has responsibilities that are supported by processes and enabled by the technology that drives the content. Roles, then, use the metrics to measure results and improve processes for the next level. Below, is a deep dive into four roles discussed within the roles matrix:
  25. 25. 25DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION ROLES MATRIX ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Senior Management Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention Web Content Management (WCM) CRM Systems Marketing Automation Platforms Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Platforms Content Marketing Platforms Social Media Platform Data Sheets, Whitepapers Competitive Analysis Case Studies/Testimonials Market Share, Profitability Brand Equity Content Usage Demand Generation Demand/Lead Gen Strategy Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows & Webinars Marketing Automation/Email Event Management Platforms Marketing Apps Platforms Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution. Content Creation Campaign Analysis Content Scoring WCM, MA & Marketing Apps Blogging & Video Marketing Content Marketing & Distribution Website & Blogs Whitepapers, eBooks Infographics, Podcasts, Videos Content Views, Links Earned Content Conversion Content Published Event Marketing Virtual Events Webinars & Webcasting Conferences & Tradeshows Online Event & Booth Design Audio/Video Web Conferencing Meeting Recording & Publishing Event Marketing & Management Survey & Chat Platforms Marketing Apps Platforms Event Presentations & Webinars Virtual Environments Promos & Marketing Collateral Webinar & Content Views Host & Sponsor Booth Visits Avg. Time Spent in Environment SEO Management Search Engine Optimization PPC & Paid Search Organic Search Site Monitoring, Keyword Search Link Management Page Optimization, Analytics WCM Platforms SEO Platforms Web Development Platforms Keywords, Meta Content & Tags PPC Conversion Copy Landing Pages Keyword Performance Links & Backlinks Traffic & Conversion Metrics Campaign Manager Campaign Management Online Advertising Account-based Marketing, Sales Campaign Development Monitoring & Measurement Advertising Management CRM, MA & Email Platforms OnlineAdvertising,MarketingApps Predictive Analytics Campaign & Advertising Content Email & Social Content Campaign Budgets Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Product Manager Database Marketing Marketing Apps Analytics & Metrics Product & Program Launch Product Positioning Product & Program Assessment CRM & Marketing Automation Marketing Apps Platform Dashboard, Predictive Analytics Sales Sheets Sales Presentations Competitive Analysis Avg. Revenue per User Avg. Order Value Conversion & Renewal Rates Demand Metric’s Demand Generation Roles Matrix
  26. 26. 26DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION ROLES MATRIX Email Marketing Online Advertising Driven by the Demand Generation Manager, Email Marketing platforms are used to develop and nurture leads for sales opportunities, inbound & outbound marketing and event lead follow-up. Other roles contributing content for Email Marketing include Strategic Communications, Content Marketing, Event Marketing and the Campaign Manager. Email Marketing metrics include campaign ROI, email metrics, Marketing Qualified Leads (MQLs) and contribution to pipeline. Driven by the Campaign Manager, Online Advertising plat- forms are used by the Demand Gen team for campaign development and advertising management to increase brand awareness, provide top of funnel leads and to drive MQLs. Other roles that use Online Advertising platforms are Event Marketing and SEM. Metrics for Online Advertising include PPC, campaign ROI and contribution to pipeline. Search Engine Optimization Driven by the Search Engine Manager, SEO platforms are used to optimize SEO for site monitoring, keyword search, link management and web/landing page optimi- zation. Other roles contributing to SEO are Demand Gen and Campaign Managers. SEO metrics include keyword performance links, backlinks traffic, conversion metrics and competitive rankings. Event Marketing Driven by the Event Marketing Manager, Event Marketing platforms are used to manage live and online events for logistics, booth design, registration, sponsorship, exhibits, content, presentations, attendee follow-up and success metrics. Other roles contributing to Event Marketing are Demand Gen, Content Marketing and SEO. Metrics for Event Marketing include webinar and content views, host & sponsor booth visits and average time spent in an environment. Technology Focus Each of the technology/vendor solutions categories is represented in the Demand Generation Roles Matrix, as follows:
  27. 27. 27DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION ROLES MATRIX Interactive Marketing Apps CRM Driven by the Demand Generation team and supported by the Product Manager, Marketing Apps are used for lead generation, demand campaigns and Event Marketing to create interactive web, social and mobile content. Other roles using Marketing Apps platforms include Content and Event Marketing and the Campaign Manager. Metrics for Marketing Apps include campaign ROI, content views and content conversion. Driven by the Senior Management, Customer Relation- ship Management (CRM) platforms are used to manage and store up-to-date records and data for every prospect, lead and customer an organization has encountered with the goal of using this data to inform sales and marketing teams on appropriate next actions to take. Other roles contributing to CRM are the Campaign Manager and Product Manager. CRM metrics include avg. revenue per user, and customer lifetime value. Predictive Marketing Analytics Marketing Automation Driven by the Product Manager, Predictive Marketing Analytics provide the opportunity for better lead scoring, conversion and product positioning. Other roles utilizing Predictive Marketing Analytics are Demand Generation, Content Marketing and the Campaign Manager. Metrics include campaign ROI, MQLs and contribution to pipeline. Driven by the Demand Generation Manager, Marketing Automation platforms are used to track the engagement of every prospect, lead or customer and maximize the effectiveness of their experience based on their behavior. Other roles contributing to Marketing Automation are Senior Management, as well as the Campaign, Product and Content Marketing managers. Marketing Automation metrics include return on customer (ROC), marketing qual- ified leads, and content views.
  28. 28. 28DEMAND GENERATION BEST PRACTICES GUIDE Level of Commitment The strength of the commitment and the focus on excellence in Demand Gen initiatives and campaigns drives other best practices. Planning The ability to create strategies, goals, objectives and KPIs for every aspect of their Demand Generation effort. Processes Capabilities to develop implementable and measurable processes for each planning phase of Demand Gen. DEMAND GENERATION MATURITY MODEL Demand Generation Maturity Model As our Demand Generation Maturity Model (Page 29) illustrates, organizations moving from a lack of experience with Demand Generation to those which fully embrace it must consider six key components. These are: Orientation: The posture the organization takes toward the discipline of Demand Generation and its importance to the organization for marketing, sales and revenue generation. Leadership: The view of executive/senior management toward the role Demand Generation plays in driving sales, revenue and profits; its inherent value to the company. Tools and Platforms: The tools and platforms used to create, deploy, manage and measure Demand Generation initiatives. Demand Generation: How well the organization performs in this core attribute of Demand Generation. Budget & Staff: How well Demand Generation is resourced with time, talent, tools, money and authority. Metrics: How Demand Generation initiatives and campaigns are tracked, measured, managed and reported. The move from Stage 1 (Ad Hoc) to Stage 4 (World-Class) is characterized by the following best practices: Resources The ability to ensure that sufficient resources (time, tools, money) exist for each initiative and campaign. Management The ability to effectively manage the change, progress and results of their Demand Generation efforts.
  29. 29. Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class No defined strategy or process for Demand Generation; Prioritizes Sales over Marketing activities Defined strategy and processes for Demand Generation exist in the marketing organization as part of overall marketing strategy Defined strategy and processes exist for Demand Generation within the Enterprise as a key sales and revenue driver Defined, integrated strategy for Demand Generation exists across the Enterprise; Campaigns are tracked and measured by level of engagement and revenue impact Leadership No focused Demand Generation initiative; Focuses on Lead Generation rather than Demand Generation; Priori- tizes Sales over Marketing Demand Generation initiative in place; A dedicated program and Campaign Managers for Demand Generation exist VP or Director of Demand Generation with budget, staff and resources exists; Long- term executive commitment Views Demand Generation as a strategic, core capability for building a Modern Marketing Center of Excel- lence (MMCoE); Strategies, processes and KPIs for Demand Gen are in place Tools & Platforms All Demand Generation platforms are integrated into a comprehensive Digital Marketing platform with tight integra- tion to CRM, Marketing Automation and other Enterprise-level systems Development stage with point tools for Email, Content and Social Media Marketing; Organization uses paid search or PPC advertising; Utilizes basic SEO for website & landing page optimization Utilizes platforms that perform specific functions with coordinated tools, applications and workflows for email, content & SEO Key platforms (content, email, online event, SEO and advertising) have been implemented and are connected to each other as well as to CRM, Marketing Auto- mation systems Demand Generation DEMAND GENERATION Maturity Model
  30. 30. Want to rate your organization’s Demand Generation maturity with an interactive tool? Download our Demand Generation Maturity Assessment and get started today! Budget & Staff Metrics No budget allocated for Demand Generation; Staff is contracted or at the Coordinator level and is focused on Lead Generation No formal measurements are in place or metrics are focused only on paid search and PPC leads Operational metrics to monitor and track performance of SEO, Online Advertising, Email and Content Marketing campaigns; Metrics may include email click-thrus, content views & downloads, keyword performance, # links & backlinks, etc. Organization uses dashboard metrics by each Demand Gen platform, including online events; Limited CRM & MA integration exists; Analytics may include lead scoring and qualification metrics, webinar views, average time spent in virtual environments, etc. Enterprise-wide dashboard with visual representation of user acquisition, scoring and engagement by behavior, experience, brand reach, etc.; Metrics may include campaign conversion & ROI, contribution to pipeline, prospect/ customer level of engagement, etc. Budget has been allocated for Demand Generation; Defined roles and respon- sibilities have also been established for Demand Gen A budget supported by a business case has been developed to justify project & program spending; Dedicated Demand Gen roles have been established and are key to the marketing team and overall strategy Demand Generation budget is connected to marketing goals; Organi- zation is aligned for maximum impact of Demand Gen Demand Generation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Demand Generation An integrated, Enterprise-wide Demand Generation platform with personalized & localized content has been imple- mented and is delivered via email, SEO, Online Advertising and Marketing Apps; Manages the success of Demand Gen by measuring and improving ROI Relies on website landing pages with limited content targeting; No formal content, email or social campaign strategy exists; Organization uses paid search or PPC advertising and utilizes basic SEO; Focuses on traditional tradeshow marketing Demand Generation campaigns feed Lead Generation through a coor- dinated lead qualification process through email, traditional & online events, content, SEO and Online Advertising Convergence of content, social, mobile and video experiences to create full digital experiences for conversion and sales opportunities; Mature SEO processes are in place; A solid investment in Online Advertising and virtual events exists DEMAND GENERATION Maturity Model V I E W R E S O U R C E
  31. 31. 31DEMAND GENERATION BEST PRACTICES GUIDETHE EVOLUTION OF SHOPPER MARKETING D E M A N D G E N E R A T I O N A C T I O N P L A N
  32. 32. 32DEMAND GENERATION BEST PRACTICES GUIDE 32 Follow this step-by-step guide to develop and implement a demand generation strategy that provides a steady flow of qualified, engaged leads for your sales team. DEMAND GENERATION PROGRAM Playbook & Toolkit V I E W R E S O U R C E ACTION PLAN STEP1: FOLLOW Follow our Demand Generation Program Playbook to develop and implement a Demand Generation strategy that provides a steady flow of qualified, engaged leads for your sales team. 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow Follow Proven Best Practices to Demand Generation Success
  33. 33. DEMAND GENERATION BEST PRACTICES GUIDE 33 V I E W R E S O U R C E 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 2: REVIEW Review our Demand Generation Maturity Model and complete our Demand Generation Maturity Assessment to identify how your organization stacks up in this focus area. As you prepare for adding the technology required you should also leverage these additional assessments: CRM Maturity Assess- ment Tool and Marketing Automation Maturity Assessment. Review our Maturity Model and Assessment to Identify Demand Generation Maturity
  34. 34. DEMAND GENERATION BEST PRACTICES GUIDE 34 V I E W R E S O U R C E 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 3: BUILD Build a business case for your Demand Generation initiatives with our Business Case Template. To assist the writing within your business case, leverage our: Are You Prepared for CRM? and Implementing a Marketing Automation Solution How-To Guides. Build a Business Case for your Demand Generation Initiatives
  35. 35. DEMAND GENERATION BEST PRACTICES GUIDE 35 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 4: ORGANIZE Use our Demand Generation Roles Matrix to standardize roles and duties for Demand Generation. V I E W R E S O U R C E Organize your Company’s Structure for Demand Generation
  36. 36. DEMAND GENERATION BEST PRACTICES GUIDE V I E W R E S O U R C E 36 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 5: PLAN Develop and track your program progress with a solid 12-18 month plan for your Demand Generation programs with our Demand Generation Strategy Workbook. In addition to your demand generation planning, leverage these related workbooks to focus even further on your: CRM Program Strategy and Marketing Automation Strategy. Develop and Track your Program Progress with a Strong Plan
  37. 37. DEMAND GENERATION BEST PRACTICES GUIDE 37 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 6: IDENTIFY You can review these vendors with our Email Marketing Vendors Matrix, our Interactive Marketing Apps Vendors Matrix, our Online Advertising Vendors Matrix, our Online Event Marketing Vendors Matrix, our Predictive Marketing Analytics Vendors Matrix, our CRM Vendors Matrix, our Marketing Auto- mation Vendors Matrix and our SEO Vendors Matrix. To identify the key players in each Demand Generation technology space, we have already begun this process for you by researching a multitude of quality vendors. V I E W R E S O U R C E Identify the Key Players in each Demand Generation Technology Space
  38. 38. DEMAND GENERATION BEST PRACTICES GUIDE V I E W R E S O U R C E 38 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 7: BEGIN Use our series of RFP templates created specifically for Demand Generation, which are our Email Marketing System RFP, our Online Advertising System RFP, our CRM System RFP Template, our Marketing Automation System RFP, our Online Event Marketing System RFP and SEO System RFP Template. Begin the Process of Selecting a Vendor to Assist you with Demand Generation
  39. 39. DEMAND GENERATION BEST PRACTICES GUIDE V I E W R E S O U R C E 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 8: UTILIZE Our vendor evaluations for this focus area are as follows: Email Marketing Vendor Evaluation, Marketing Automation Vendor Evaluation, CRM Vendor Evaluation Matrix, Online Adver- tising Vendor Evaluation, Online Event Marketing Vendor Evaluation and SEO Vendor Evaluation. Utilize our series of vendor evaluations for Demand Generation in order to select the vendor that best fits your needs. 39 Leverage our Vendor Evaluations to Select the Best Vendors for your Organization
  40. 40. DEMAND GENERATION BEST PRACTICES GUIDE 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP 9: DEVELOP Our Demand Generation Training Course goes from fundamental concepts including marketing automation and CRM integration, to advanced implementation of lead nurturing and scoring. Developaneducation/trainingplanforallaffectedpersonnel:Senior/ Executive Management, Marketing, Sales, Customer Success, etc. 40 DEMAND GENERATION Training Course S TA R T L E A R N I N G Develop an Education/Training Plan for all Affected Personnel
  41. 41. DEMAND GENERATION BEST PRACTICES GUIDE V I E W R E S O U R C E 2 3 4 5 6 7 8 9 10  Review Build Organize Plan Identify Begin Utilize Develop Measure 1 Follow ACTION PLAN STEP10: MEASURE Measure the success of your Demand Generation initiatives and programs with our Demand Generation Metrics Dashboard. 41 Measure the Success of your Initiatives and Programs
  42. 42. 42DEMAND GENERATION BEST PRACTICES GUIDEBOTTOM LINE Bottom Line Demand Generation is a critical top of funnel activity for all digital marketers; and the fundamentals of Demand Generation are changing rapidly. It’s no longer enough to rely on web traffic, PPC ads and Email Marketing to create demand for your products and services. As our Demand Generation Maturity Model clearly shows, World-Class marketing organizations must embrace Demand Generation as a full-funnel, Enterprise-wide initiative. Exec- utive Management must view Demand Generation as a core capability for creating a Modern Marketing Center of Excellence (MMCoE) and ensure that adequate strate- gies, processes, KPIs are developed and that appropriate staff and budget resources are allocated. Demand Generation teams must focus on creating an inte- grated, Enterprise-wide platform approach that facilitates the development of personalized and localized content. Teams must be able to create measurable demand through all chan- nels via Email, SEO, Online Advertising and Marketing Apps. Demand Metric’s Demand Generation Roles Matrix and Demand Generation Maturity Model, along with the outlined Action Plan, can provide your MMO with the best practices, strategies and tools you need to make your team’s Demand Generation goals a reality.
  43. 43. 43DEMAND GENERATION BEST PRACTICES GUIDEABOUT DEMAND METRIC About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 120,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing commu- nity plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com
  44. 44. 44DEMAND GENERATION BEST PRACTICES GUIDETHE EVOLUTION OF SHOPPER MARKETING © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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