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Demand Generation Program Methodology

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Follow this simple, step-by-step, methodology to develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.

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Demand Generation Program Methodology

  1. 1. Demand Generation Program Methodology © 2015 Demand Metric Research Corporation. All RightsReserved. Follow this step-by-step guide to developand implementa demand generation strategy that provides a steady flow of qualified, engaged leads foryour sales team. 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 04 Technology Selection 05 Programs& Activities 06 Measurement
  2. 2. 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 Generation plays in an overall Digital Marketing effort. What is Demand Generation? © 2015 Demand Metric Research Corporation. All Rights
  3. 3. Examples of Demand Gen Activities © 2015 Demand Metric Research Corporation. All Rights  Online Advertising  SEO  Content Marketing  Event Marketing  Webinar  Blogging  Social Media  Online Communities  Public Relations  CRM Demand Generation can consist of various marketing related activities and channels including the following list below:
  4. 4. 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 prospects and customer types that are most likely to become customers by creating strategies, tactics and campaigns that will provide engagement 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. Demand Generation vs. Lead Generation © 2015 Demand Metric Research Corporation. All Rights
  5. 5. How to Use this Consulting Methodology: 1. UnderstandDemand Generationto drive sales and revenueimpactwithin your company. 2. Evaluate and selectthe technology thatwill be the backbone of yourDemandGen strategy. 3. Plan and crafta strategy to develop a steady flow of qualified leadsforyour sales team. If you need assistance implementing your Demand Generation strategy, contact Demand Metric to schedule a consult with an experienced Analyst: email us at info@demandmetric.com or call us on (866) 947-7744. This methodology consistsof six stages,each with a description of steps and action items. Action items include using ourpremium tools & templates. Our goalfor youruse of this methodology is to help you: © 2015 Demand Metric Research Corporation. All Rights
  6. 6. 01 Initiative Preparation 03 Strategy Planning 06 Measurement STAGE 01 – INITIATIVE PREPARATION In this Stage,you will focus yourefforts around understanding yourorganization‟s strengths& weaknesses as it‟s related to Demand Generation,documenting yourgoals and objectives,and developing a business case to gain buy-in from seniormanagementforthis initiative. Key steps in this stage include: 1. UnderstandDemand Generation 2. Review Sales & Marketing Automation BestPractices 3. Review the Levels of DemandGeneration Maturity 4. Identify YourOrganization‟sLevelof Maturity 5. Build a Business Case 04 Technology Selection Initiative Preparation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  7. 7.  Action Item – Read ourDemand GenerationBestPracticesReport to learn aboutthe practice area, obtain key insights forprogram developmentand implementation and review the vendorlandscape. This Best Practices Report:  Details the benefits of Demand Generation  Describes the difference between Demand and Lead Gen  Reveals vendor research for six Demand Gen technologies For more insights, also review our Benchmark Reports related to Demand Generation. Download STEP 1 – Understand Demand Generation 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Initiative Preparation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  8. 8. STEP 2 – Review Marketing Automation Best Practices  Action Item – Review ourDriving Value with Marketing AutomationHow-to Guide to understandhow you can drive value with more advanceduses ofyourmarketingautomation system. In this 12-page guide you will learn about:  How to determine how advanced your program is  The different levels of MarketingAutomation maturity  How to evolve your Marketing Automation strategy at each level Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Initiative Preparation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  9. 9. STEP 3 – Review the Levels of Demand Gen Maturity  Action Item – Review ourDemand Generation Maturity Model to learn how Demand Metric defines fourstages of maturity based on the six key componentsof Demand Generation. The seven components of Demand Generation are:  Orientation  Leadership  Tools & Platforms Download  Demand Generation  Budget & Staff  Metrics 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Initiative Preparation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  10. 10. STEP 4 – Identify Your Organization‟s Maturity Level  Action Item – Complete our DemandGenerationMaturity Assessment to understandwhere your organizationfalls on the fourtiers of DemandGenerationmaturity. Download The four levels of maturity are defined as follows:  Undefined  Progressive  Mature  World-Class Also review our selection of Assessments related to Demand Generation specific channels for more insights. 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Initiative Preparation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  11. 11.  Action Item – Use our Business CaseTemplate to ensure seniormanagementthatDemand Generation initiatives aligns with currentbusiness goals& objectives. Sections of your business case should include:  Executive Summary  Opportunity Overview & Key Success Factors  Assumptions & Decision-Making Criteria  Business ImpactAnalysis  Risk & Contingency Plans  Recommendation Download STEP 4 – Build a Business Case 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Initiative Preparation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  12. 12. STAGE 02 – DEFINING WHATA “LEAD” IS In this Stage,you work with Sales to standardize the definitionfora “lead”. It is importantto gauge your target audienceand target“lead” in order to strategize foryour DemandMetric programs.Key activities in this stage include: 1. UnderstandyourLeadsBuying Persona 2. Define yourLeadsBuyingProcess 3. Agree on definitionof a “Lead” 4. DiscoverLead ScoringBestPractices 5. Define LeadScoring Parameters 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection Lead Definition © 2015 Demand Metric Research Corporation. All Rights
  13. 13. STEP 1 – Understand your Leads Buying Persona 01 Initiative Preparation 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection 02 Lead Definition Lead Definition  Action Item – Use the BuyerPersonaTemplate to documentrelevantinformation aboutthe prototypical „key players‟involvedin making a decisionto purchase yourproducts& services. Characteristics you will want to capture include:  Background (Job Title, Income,Age, Education)  Situation (priorities, pain points, motivation, needs, goals)  Habits (likes/dislikes, trusted resources, research methods)  Decision-Making (authority, budget, purchase process) Download © 2015 Demand Metric Research Corporation. All Rights
  14. 14. STEP 2 – Define your Leads Buying Process 01 Initiative Preparation 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection 02 Lead Definition Lead Definition  Action Item – Use the Buying Process StageTemplate to identify the messages and assets neededto align your sales process & actions with each buyerpersona‟s progressthroughtheir buying process. Buying Process  Need  Discovery  Consideration  Decision  Review Download Sales Actions  Provoke  Educate  Explain  Reassure  Maintain © 2015 Demand Metric Research Corporation. All RightsReserved.
  15. 15. STEP 3 – Agree on the Definition of a “Lead” Key qualification criterion:  Company (size, industry, location)  Contact (seniority level, decision-maker)  Buying Stage & Needs  SpendingAuthority  Recentness of Activity (web visits, downloads, call, etc.) 01 Initiative Preparation 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection 02 Lead Definition Lead Definition  Action Item – Use the Qualified LeadDefinitionTool to agree with Sales leadership onthe key criterion required fora lead to be considered qualifiedforsales. Download © 2015 Demand Metric Research Corporation. All Rights
  16. 16. STEP 4 – Discover Lead Scoring Best Practices 01 Initiative Preparation 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection 02 Lead Definition Lead Definition  Action Item – Use the Lead Scoring How-ToGuide to help marketers score leadsby showing how to set up a simple lead scoring system and then refine it overtime. Read this brief 11-page guide to learn about:  The case for lead scoring  Setting up a simple lead scoring system  Refinements to improve results over time  Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth. Download © 2015 Demand Metric Research Corporation. All Rights
  17. 17. STEP 5 – Define Lead Scoring Parameters  Action Item – Use the Lead Scoring Template to customize a frameworkforscoring leads on a manual basis. If you have a marketingautomation system,automate this processwith lead scoring rules. Sample Lead Scoring Criteria:  Company (size, industry, location)  Contact (seniority level, decision-maker)  Buying Cycle Stage  Interest  Actions (page views, pricing page visits, etc.)  Recentness of Activity (web visits, downloads, call, etc.) 01 Initiative Preparation 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection 02 Lead Definition Lead Definition Download © 2015 Demand Metric Research Corporation. All Rights
  18. 18. STAGE 03 – PLAN YOUR STRATEGY In this Stage,you plan out your DemandGenerationstrategy,programsand initiatives by learning the importantaspects of the DemandGenerationFrameworkand identifying key roles,responsibilities, processes,technologies,contentand metrics.The key activities in this Stage are: 1. Define Roles & Responsibilities 2. DiscoverWhich MarketingChannelsMatterthe Most 3. Design YourMarketingFunnelforLead Acquisition 4. Create a Demand GenerationStrategy Workbook 5. Identify BudgetAllocations 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Strategy Planning 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  19. 19. STEP 1 – Define Roles & Responsibilities  Action Item – Review ourDemand Generation Framework to learn how all of the departmentsand componentsof an organizationcome togetherto develop,coordinate onand operate with Demand Generationbestpractices. This framework defines Demand Generation efforts across six categories:  Roles  Responsibilities  Processes Also check out our Modern Marketing Department Structure Download  Technology  Content  Metrics 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Strategy Planning 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  20. 20. STEP 2 – Discover Which Marketing Channels Matter  Action Item – Review ourMarketing ChannelRanking Tool to evaluate yourmarketingchannels based on their brand promotion quality,lead quality and cost/event. This tool helps you find your most profitable channels including:  Webcasts  E-Newsletter  Press Releases Also check out our Lead Generation Prioritization Tool Download  PPC Ads  Website  Blog 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Strategy Planning 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  21. 21. STEP 3 – Design Your Marketing Funnel for Leads  Action Item – Review ourLead Acquisition Model processdiagramto communicate yourlead generation & nurturing process. This diagram provides you with read-world example of a potential lead generation process. Your lead acquisition model should include: Direct & Indirect Marketing Campaigns, Lead Scoring, Lead Nurturing Campaign and LeadAssignment. Also check out our Marketing Funnel Template for more ideas. Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Strategy Planning 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  22. 22. STEP 4 – Create a Demand Generation Strategy  Action Item – Use our Demand Generation StrategyWorkbook to provide seniormanagementwith a one-page documentthat clearly outlines youraction plan forthis project.This documentwill also allow you to track your strategy progressthroughoutthe year. Key information to include in scorecard:  Objectives  Programs & Initiatives  Metrics & KPIs  Timeframes and Goals  Goal Achievement Tracking Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Strategy Planning 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  23. 23. STEP 5 – Identify Budget Allocations  Action Item – Employ our Marketing BudgetTemplate to help you track the costs for yourDemand Generationprograms,initiatives,staffing and resources in relation to your overallmarketingbudget. Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Strategy Planning The key components of this budget are:  Technology, Implementation & Support  Staffing  Training & Education  Promotions & Marketing Campaigns  Content Development 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  24. 24. STAGE 04 – TECHNOLOGY SELECTION At this point, you have learnedaboutDemand Generation,identified yourtargetlead definition and developed strategies to properly interactwith your audience.Now,you will evaluate the technology landscape in orderto implementyourstrategic initiatives.This stage includes the followingsteps: 1. Review Core TechnologiesforMarketing Automation 2. UnderstandAdditionalTechnologies and Solutions AvailableforDemand Gen 3. Evaluate Vendors and Create a ShortList 4. SubmitRFPs to Short-ListedVendors 5. ConductEvaluations and Make Decisions 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Technology Selection 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  25. 25. STEP 1 – Review Core Tech for Marketing Automation  Action Item – Review the Marketing AutomationSolution Study and CRM Solution Study to bring you up-to-date on the bestpractices technology and solutions availableto get yoursystem ready. 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Technology Selection Download 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights Download
  26. 26. STEP 2 – Understand Additional Tech Required  Action Item – Review the Solution Studies and TechnologyOverviewsbelow to get an excellent overview ofwhatis available to supportyourDemand Generation initiative. Check out the following Technology Overviews:  Online Communities Technology Overview  OnlineAdvertising Technology Overview  Online Event Marketing Technology Overview  SEO Technology Overview 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Technology Selection 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights Check out the following Solution Studies:  Email Marketing Solution Study  Content Marketing Solution Study  Social Media Marketing Solution Study  Video Marketing Solution Study
  27. 27. STEP 3 – Evaluate Vendors and Make a Short List  Action Item – Use our Demand Generation Solutions Matrix to evaluate the over50 vendors from all six technologies.Make a shortlist of the vendorsyou will be considering forimplementation. Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Technology Selection This matrix covers the following focus areas:  Email Marketing  Interactive Marketing Apps  OnlineAdvertising  Online Event Marketing  Predictive Marketing Analytics  Search Engine Optimization (SEO) 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  28. 28. STEP 4 – Submit RFPs to Short-Listed Vendors 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Technology Selection Download  Action Item – Use our series of System RFPs (listed below)designedspecifically forDemand Generationto documentyourrequirements foreach technologyand send offto yourshort-listed vendors to receive more informationon their solutions. The following additional RFP‟s are also available:  Marketing Automation System RFP  Email Marketing System RFP  OnlineAdvertising System RFP  Online Event Marketing System RFP  SEO System RFP Template 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  29. 29. STEP 5 – Conduct Evaluations & Make Decisions Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Technology Selection  Action Item – Use our series of VendorEvaluations(listed below)designed specifically forDemandGen to compare vendorsagainstone anotherbased on up-to-datetechnology requirements.Afterthis exerciseis complete,decide on yoursolution(s). Use the following matrices to help your decision making:  Marketing Automation Vendor Evaluation  Email Marketing Vendor Evaluation  OnlineAdvertising Vendor Evaluation  Online Event Marketing Vendor Evaluation  SEO Vendor Evaluation 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  30. 30. STAGE 05 – PROGRAMS & ACTIVITIES In this Stage you will be organizing yourkey lead generation programs. Here are the three steps you will take in this stage: 1. Review and LeverageDemand Generation BestPractices 2. Map Contentto your LeadsBuying Process 3. Organize yourDemandGen Programs 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  31. 31. 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 06 Measurement 04 Technology Selection 05 Programs & Activities Programs & Activities STEP 1 – Leverage Demand Gen Best Practices  Action Item – Leverageourcollection of related training courses,methodologies and playbooks (see below)to help you implementbestpracticesin yourDemand Generation program. Visit the following links for best practice guidance on the following topics related to Demand Generation:  Related Training Courses  Related Methodologies  Related Playbooks © 2015 Demand Metric Research Corporation. All Rights  OnlineAdvertising  SEO  Content Marketing  Event Marketing  Webinar  Blogging  Social Media  Online Communities  Public Relations  CRM
  32. 32. 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 06 Measurement 04 Technology Selection 05 Programs & Activities Programs & Activities STEP 2 – Map Content to your Leads Buying Process © 2015 Demand Metric Research Corporation. All Rights Here are a few resources you can use when creating content:  Case Study Template  White Paper Template  Press Release Template  Business Case Template  Action Item – Use the ContentMapping Templateto create a visualrepresentationof the contentfor yourlead nurturing plan. © 2015 Demand Metric Research Corporation. All RightsReserved. Download
  33. 33. STEP 3 – Organize Your Demand Gen Programs 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 06 Measurement 04 Technology Selection  Action Item – Use our Marketing CalendarTemplate to plan and organize all of your Demand Generation activities and then provide to yoursales team, to keep them updated onyourcampaigns. You can also make use of our other organizational templates:  Advertising Calendar & Budget  Content Marketing Editorial Calendar  Events Database Template  Webinar Promotions Calendar Download 05 Programs & Activities Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  34. 34. STAGE 06 – MEASUREMENT Now that you have executed yourstrategy,implementedtechnologies,began running yourprograms & activities,you can start to measure the results ofyourDemandGenerationprogram.In this Stage,you will: 1. Calculate ROIfrom Marketing Channels 2. MeasureYourDemandGeneration Program 01 Initiative Preparation 02 Lead Definition 03 Strategy Planning 06 Measurement 05 Programs & Activities 04 Technology Selection Measurement © 2015 Demand Metric Research Corporation. All Rights
  35. 35. STEP 1 – Calculate ROI from Marketing Channels  Action Item – Use the Marketing AutomationROI Calculator to calculate the overallfinancialimpactthat Marketing Automationcan have on yourbusiness. We also have other ROI calculators for specific channels:  OnlineAdvertising ROI Calculator  Email Marketing ROI Calculator  Webinar ROI Calculator  Tradeshow Program ROI Calculator  Online Community ROI Calculator Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Measurement 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  36. 36. STEP 2 – Measure Demand Generation Program  Action Item – Use the Demand Generation Metrics Dashboard to track the Key PerformanceIndicators (KPIs) for yourprogram. Update this dashboard on a monthly basis to generate high-quality graphs that will show yourprogress. Some of the key metrics we suggest analyzing are:  # MQLs Created  SQLs v. MQLs  Webinar Views We also have additional Metric Dashboards for specific marketing channels available.  Cost Per Lead (CPL)  Keyword Performance  # Links & Backlinks Download 01 Initiative Preparation 03 Strategy Planning 06 Measurement 04 Technology Selection Measurement 02 Lead Definition 05 Programs & Activities © 2015 Demand Metric Research Corporation. All Rights
  37. 37.  At the end of any project,it‟s always a good idea to review it and identify areas forimprovement.  DemandMetric has the tools and expertise to help you build an effectiveDemand Generationprogram: » Create or audityourexisting DemandGenerationstrategy plan » Assistwith using any of the tools referencedin this methodology » Provide hands-on marketing assistance to accelerate achievingyourmarketing department‟s goals To learn more, simply contactDemandMetric: info@demandmetric.com Conclusion © 2015 Demand Metric Research Corporation. All Rights

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