As a marketer, you've no doubt heard the terms "demand generation" and "lead generation" many times, maybe even used interchangeably. But did you know that these two strategies are actually very different, yet two essential parts of a greater digital marketing whole? How can you integrate both demand generation and lead generation into your marketing plan? During this webinar, Janet Driscoll Miller will explain the major differences and key elements of both so you can structure your digital marketing strategy effectively. What You’ll Learn: • How demand generation and lead generation work together to achieve marketing goals • The key marketing tactics you need to create demand and awareness • How to put together a holistic plan that covers the sales funnel from prospect to sale

1. DEMAND GENERATION FOR
LEAD GENERATION SUCCESS
Presented by Janet Driscoll Miller
President and CEO, Marketing Mojo
@marketingmojo | #mojowebinar | marketing-mojo.com

2. TODAY’S PRESENTER
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmiller
+Janet Driscoll Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
@marketingmojo | #mojowebinar | marketing-mojo.com

3. ABOUT MARKETING MOJO
•
Originally founded as Search Mojo
•
Demand generation marketing firm founded in 2005
›
Search engine optimization (SEO)
›
Paid media management
»
Pay-per-click advertising management (PPC)
»
Social media advertising
›
›
Marketing automation
›
•
Content marketing
Analytics consulting
Headquartered in Charlottesville, VA
›
Office in Charleston, SC
•
Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
•
Speakers at SMX Advanced, MarketingProfs, PubCon and more
@marketingmojo | #mojowebinar | marketing-mojo.com

4. OUR CLIENTS
@marketingmojo | #mojowebinar | marketing-mojo.com

5. DEMAND GENERATION
VS.
LEAD GENERATION
@marketingmojo | #mojowebinar | marketing-mojo.com

6. WHAT IS DEMAND GENERATION?
• Build awareness
• Facilitate discovery of brand
• Creating demand for your product
@marketingmojo | #mojowebinar | marketing-mojo.com

7. WHAT IS LEAD GENERATION?
• Generating conversions
• Developing prospects into leads
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8. HOW DO THEY WORK TOGETHER?
• Demand feeds
leads
• Demand
generation
creates
awareness and
some level of
initial trust
Campaigns and Nurturing
Leads
Opportunities
Sales
@marketingmojo | #mojowebinar | marketing-mojo.com

9. HOW DO THEY WORK TOGETHER?
Demand
Generation
Lead
Generation
Awareness
Consideration
Conversion
Loyalty
Advocacy
@marketingmojo | #mojowebinar | marketing-mojo.com

10. GENERATING
DEMAND AND LEADS
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11. WHAT ARE THE TACTICS
FOR DEMAND GENERATION?
• Often composed of potentially both
inbound and outbound marketing efforts
› Inbound
» SEO
» Paid search
» Social media
» Email marketing
› Outbound
» Direct mail
@marketingmojo | #mojowebinar | marketing-mojo.com

12. WHICH TACTICS SHOULD YOU FOCUS ON?
Personal
Networks
15.58%
LinkedIn 2.51%
Other Social
2.01%
Yahoo 5.53%
Bing 2.76%
Where do you typically
start your research
for a future business
purchase?
Google 71.67%
Source: Salesforce.com/Pardot
@marketingmojo | #mojowebinar | marketing-mojo.com

13. WHY SEARCH?
• Search (paid or organic) accounts for nearly
80% of how business buyers research
products
• Search = Demand Fulfillment
• Associates your brand with a particular
product
• Searcher identifies that he/she has a need
based on the search performed
@marketingmojo | #mojowebinar | marketing-mojo.com

14. WHY SEARCH?
Source: RKG
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15. LINKEDIN FOR B2B
• Specifically
hone your
audience to the
persona group
most receptive
to your message
@marketingmojo | #mojowebinar | marketing-mojo.com

16. ROI OF LINKEDIN
%
281
(revenue)
ROI
%
1178
(pipeline)
@marketingmojo | #mojowebinar | marketing-mojo.com

17. WHAT ROLE DOES CONTENT PLAY?
• Content is the
foundation of
demand
generation
› Every outreach
needs an offer to
No 24%
Do you agree with the
following statement: “I
prefer different
content at each stage
of my research
process.”
compel a prospect
to respond or take
interest
Yes 76%
Source: Salesforce.com/Pardot
@marketingmojo | #mojowebinar | marketing-mojo.com

18. WHAT TYPE OF CONTENT WORKS BEST
FOR DEMAND GENERATION?
I'd Prefer Over
5 Pages 2%
As Long As It
Takes To Inform
Me 28%
How long do you think
a written piece of
content should be?
(For example:
whitepapers, case
studies, etc., excluding
ebooks)
I'd Prefer
Under 5 Pages
70%
Source: Salesforce.com/Pardot
@marketingmojo | #mojowebinar | marketing-mojo.com

19. CASE STUDY 1:
VIDEO OFFER VS. WHITEPAPER OFFER
Video Landing Page Test - Conversions
Number of Conversions
Video Conversions
White Paper Conversions
@marketingmojo | #mojowebinar | marketing-mojo.com

20. CASE STUDY 2:
VIDEO OFFER VS. CASE STUDY OFFER
Video Landing Page Test - Conversions
Number of Conversions
Case Study Conversions
Video Conversions
@marketingmojo | #mojowebinar | marketing-mojo.com

21. WHAT TYPE OF CONTENT WORKS BEST
FOR DEMAND GENERATION?
Industry-targeted content is
more valuable
Content targeted to
company size is more
valuable
Content targeted to job
function is more valuable
Geographically-targeted
content is preferred
Source: MarketingSherpa
@marketingmojo | #mojowebinar | marketing-mojo.com

22. WHAT TYPE OF CONTENT WORKS BEST
FOR DEMAND GENERATION?
• Type = Format (i.e., video vs. whitepaper)
1. What format fits the information best?
2. What format fits the channel best?
3. What format best conveys thought leadership?
4. What format best fits your target audience?
@marketingmojo | #mojowebinar | marketing-mojo.com

23. HOW DO TACTICS DIFFER?
Tactic
Demand Generation
Lead Generation
Facebook Ads/
LinkedIn Ads
• Targeted on education, • Likely targeted
brand awareness
towards specific offers
• Promoted posts to
fans with specific
offers
Organic Search
• Keywords are likely
broader in nature
• Associate brand with
certain
products/categories
• Optimize thought
leadership content
• Keywords likely more
specific, long tail
• Optimize purchase
decision content
Paid Search
• Non-brand ads focus
on offering thought
leadership content
• Retargeting
• Mix of ads focused on
buyer messages
• Retargeting
@marketingmojo | #mojowebinar | marketing-mojo.com

24. HOW DOES CONTENT DIFFER?
Tactic
Content Marketing
Demand Generation
Lead Generation
• Educational pieces,
• Industry-specific
best practices
buyer’s guides
• Industry-specific
• Solution-specific
solutions with thought
pieces
leadership
• Company-specific
• Company-specific
information
information
Source: Marketo
@marketingmojo | #mojowebinar | marketing-mojo.com

25. HOW CAN DEMAND GENERATION
BE MEASURED?
• Depends on the tactic used in some cases
and the goals of a campaign
Campaign Goal
Tactic
Measurement
Brand awareness
@marketingmojo | #mojowebinar | marketing-mojo.com

26. HOW CAN DEMAND GENERATION
BE MEASURED?
• Depends on the tactic used in some cases
and the goals of a campaign
Campaign Goal
Site Traffic
Tactic
Measurement
Unique Visitors
@marketingmojo | #mojowebinar | marketing-mojo.com

27. ATTRIBUTION
• Allows you to see
which tactics
contributed to
conversions
• Attribution
modeling
available in
Google Analytics
@marketingmojo | #mojowebinar | marketing-mojo.com

28. ATTRIBUTION
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29. INCORPORATING
MARKETING AUTOMATION
• Allows you to track the “lifecycle” of
the lead
• Gives great insight into what demand
generation tactics worked best
• Also enhances lead generation and success
throughout the funnel via nuturing and
scoring abilities
@marketingmojo | #mojowebinar | marketing-mojo.com

30. PUTTING IT ALL TOGETHER
@marketingmojo | #mojowebinar | marketing-mojo.com

31. DEMAND GENERATION TO
LEAD GENERATION
Demand Generation Tactics
Lead Generation Tactics
Lead Nurturing/
Lead Nurturing
Sales Qualified Lead
Opportunity
Sale
@marketingmojo | #mojowebinar | marketing-mojo.com

32. LOOKING FOR HELP?
Contact Marketing Mojo
Sean McCusty
800-939-5938 ext. 116
smccusty@marketing-mojo.com
@marketingmojo | #mojowebinar | marketing-mojo.com

33. CONTACT
JANET DRISCOLL MILLER
President and CEO
Search Mojo
@janetdmiller
+Janet Driscoll Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
@marketingmojo | #mojowebinar | marketing-mojo.com