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DEMAND GENERATION—
CHALLENGES & SOLUTIONS
Executive Summary

The demand generation process involves varied measures directed towards increasing consumer/prospect
awareness about the brand and its offering. Demand generation is not a one-time step, but a critical, continuous
process. More significantly, even though demand generation is primarily a marketing function, it is closely tied
to sales. Hence there’s a need for marketing and sales to integrate to provide a holistic view of the
customer/prospect. Automation of the demand generation process can play a vital role in increasing the
effectiveness of the business’s demand generation strategies.

This whitepaper provides an overview of the challenges faced in the demand generation process and
discusses corresponding solutions.

Challenges in Demand Generation
The Demand generation function today presents the following challenges:

                       INFORMED CUSTOMERS - Customers now have
                       access to a lot of information. Whether it is through
                       the web, peer reviews or even business
                       competitors, customers suffer no dearth of                      Every business has its
                       information when it comes to learning about a                 competitors delivering a
                       product or service. Generating revenue with such
                       well-informed customers means the business has            similar message. The challenge
                       to be far more thorough and informed about                is to ensure that the business’s
                       customer requirements and needs.                            voice is heard loud and clear
                       FOCUS SHIFT TOWARD THE CUSTOMERS - As
                                                                                 amidst all the noise created by
                       customers     become       more      knowledgeable,                its competitors.
                       businesses have to shift focus to the customer. It is
                       not about what the business has to offer, but about
                       what the customer expects. All facets of the business, from marketing and operations,
                       to finance and sales, have to be customer-oriented.

                       MULTIPLE CONTACT CHANNELS - Customers have the choice of reaching out to a
                       business through multiple channels. Sometimes, the business is not even aware of its
                       contact with a customer until the last few stages of the sales cycle. Customers often
                       check out the business and its offerings using different tools such as social networking
                       platforms, company websites, 3rd party websites providing reviews, other social media
                       tools like blogs, and book-marking sites. The business has to modify its demand
                       generation efforts in order to connect with its prospects at these newly emerging touch
                       points.


                       COMPETITION & CUSTOMER ATTENTION - With today’s business environment being
                       extremely dynamic, businesses are vying with one another for customer attention. Every
                       business has its competitors delivering a similar message. The challenge is to ensure
that the business’s voice is heard loud and clear amidst all the noise created by its
                       competitors. One solution is to engage the customer in a meaningful, value adding
                       conversation.


                       OTHER INTERNAL PRESSURES - Apart from the above mentioned challenges posed by
                       the external business environment, companies
                       also faces challenges that are a result of its
                       internal environment. Most commonly, these
                       include
                                                                                 Automation of the demand
                                   o   The pressure to provide ‘more            generation process empowers
                                       qualified leads’ - The sales team          business by allowing it to
                                       perennially accuses the marketing           respond in real-time to
                                       team of not providing them with
                                       qualified leads. This is often cited      prospect behavior, connect
                                       by the sales team as one of the          with prospects across various
                                       reasons for not being able to close      communication channels, and
                                       leads.
                                                                                use personalization to deliver
                                   o   The pressure to provide increased             a superior customer
                                       sales support - In most                           experience.
                                       companies, there is a huge
                                       disparity between the number of
                                       people working in marketing and sales. The marketing team, often quite
                                       understaffed, is under tremendous pressure to support the sales team
                                       by delivering on their requirements while still adhering to short
                                       timelines and high targets.

                                   o   Justification of marketing budget - The pressure is always on marketing
                                       to justify its budgets and show a defensible return on marketing
                                       investments.


Advantages of Automating the Demand Generation Process
Automation offers a structured, continuously interactive approach to the demand generation process. It
streamlines the process and provides marketing with valuable prospect/customer data, which can be
used to increase the overall effectiveness of the business’s demand generation strategy. Automating the
demand generation process typically offers the following advantages

                       COMPLETE CUSTOMER VIEW -Because of their ability to integrate a business’s
                       marketing and sales processes, demand generation software programs provide the
                       business with a holistic view of its customers/prospects. Once the marketing team has a
                       360⁰ view of its prospects, it can modify its demand generation campaigns to
                       complement prospect behavior. Consider a commercial Banking and Insurance Group
                       that has the capacity to create 360⁰ views of its customers. The marketing department
would know what
                       type of assets are
                       held by its clients and
                       use that to design
                       specific       demand
                       generation campaigns
                       for             various
                       appropriate financial
                       products. This yields
                       greater response than
                       mass-produced
                       promotions are able
                       to achieve

                       CUSTOMIZATION        -
                       Automation lends a
                       greater degree of
                       personalization to the
                       demand generation
                       process. By automating demand generation campaigns, the marketing team can
                       lend a personal touch to its communication. As discussed earlier, one of the
                       major challenges faced by marketing teams in demand generation today is the
                       need to stand out from their competitors. Personalization attracts attention by
                       offering more individualized offerings within the target market

                       CONTENT SYNDICATION - As prospects/customers interact with the business on
                       various platforms, there’s a need for the business to utilize these numerous
                       channels to drive home its message. Advanced demand generation automation
                       software programs have built-in content syndication mechanisms that enable
                       the business to consistently deliver the same message across all communication
                       channels. For example, automation can help a business replicate a demand
                       generation campaign across various media, such as e-mails, brochures, flyers,
                       landing pages, blogs and more.

                       DECREASED TURNAROUND TIME - Automating the demand generation process
                       enables the business to respond to customer interest in real-time. For example,
                       when prospects click on an e-mail, they can be directed to the landing page. If
                       they request more information from the landing page, a FAQ sheet can be
                       automatically e-mailed to them. This reduced response time helps maintain
                       customer attention.

SUMMARY - Automation of the demand generation process empowers business by allowing it to
respond in real-time to prospect behavior, connect with prospects across various communication
channels, and use personalization to deliver a superior customer experience. Internally, it improves the
quality of leads and enables improved sales support by providing a holistic view of the prospects.
Ultimately, automating demand generation can help a business to improve the overall effectiveness of
its demand generation strategies and gain a competitive edge in the market.
For the past 14 years, MindMatrix has been aligning sales and marketing
functions for over 20,000 sales and marketing professionals across 200
companies, from diverse verticals through its innovative sales and
marketing software and solutions.

Unique to the industry, MindMatrix offers Next Generation Marketing
Automation software on a single unified platform for Sales and Marketing.
Our solutions bring about a seamless integration of the 2 functions helping
our clients derive the maximum benefit from their investment in m arketing
and sales automation.

Contact me today to know more about how MindMatrix solutions can help
you align your marketing and sales processes for improved results.

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Demand generation—challenges & solutions

  • 2. Executive Summary The demand generation process involves varied measures directed towards increasing consumer/prospect awareness about the brand and its offering. Demand generation is not a one-time step, but a critical, continuous process. More significantly, even though demand generation is primarily a marketing function, it is closely tied to sales. Hence there’s a need for marketing and sales to integrate to provide a holistic view of the customer/prospect. Automation of the demand generation process can play a vital role in increasing the effectiveness of the business’s demand generation strategies. This whitepaper provides an overview of the challenges faced in the demand generation process and discusses corresponding solutions. Challenges in Demand Generation The Demand generation function today presents the following challenges: INFORMED CUSTOMERS - Customers now have access to a lot of information. Whether it is through the web, peer reviews or even business competitors, customers suffer no dearth of Every business has its information when it comes to learning about a competitors delivering a product or service. Generating revenue with such well-informed customers means the business has similar message. The challenge to be far more thorough and informed about is to ensure that the business’s customer requirements and needs. voice is heard loud and clear FOCUS SHIFT TOWARD THE CUSTOMERS - As amidst all the noise created by customers become more knowledgeable, its competitors. businesses have to shift focus to the customer. It is not about what the business has to offer, but about what the customer expects. All facets of the business, from marketing and operations, to finance and sales, have to be customer-oriented. MULTIPLE CONTACT CHANNELS - Customers have the choice of reaching out to a business through multiple channels. Sometimes, the business is not even aware of its contact with a customer until the last few stages of the sales cycle. Customers often check out the business and its offerings using different tools such as social networking platforms, company websites, 3rd party websites providing reviews, other social media tools like blogs, and book-marking sites. The business has to modify its demand generation efforts in order to connect with its prospects at these newly emerging touch points. COMPETITION & CUSTOMER ATTENTION - With today’s business environment being extremely dynamic, businesses are vying with one another for customer attention. Every business has its competitors delivering a similar message. The challenge is to ensure
  • 3. that the business’s voice is heard loud and clear amidst all the noise created by its competitors. One solution is to engage the customer in a meaningful, value adding conversation. OTHER INTERNAL PRESSURES - Apart from the above mentioned challenges posed by the external business environment, companies also faces challenges that are a result of its internal environment. Most commonly, these include Automation of the demand o The pressure to provide ‘more generation process empowers qualified leads’ - The sales team business by allowing it to perennially accuses the marketing respond in real-time to team of not providing them with qualified leads. This is often cited prospect behavior, connect by the sales team as one of the with prospects across various reasons for not being able to close communication channels, and leads. use personalization to deliver o The pressure to provide increased a superior customer sales support - In most experience. companies, there is a huge disparity between the number of people working in marketing and sales. The marketing team, often quite understaffed, is under tremendous pressure to support the sales team by delivering on their requirements while still adhering to short timelines and high targets. o Justification of marketing budget - The pressure is always on marketing to justify its budgets and show a defensible return on marketing investments. Advantages of Automating the Demand Generation Process Automation offers a structured, continuously interactive approach to the demand generation process. It streamlines the process and provides marketing with valuable prospect/customer data, which can be used to increase the overall effectiveness of the business’s demand generation strategy. Automating the demand generation process typically offers the following advantages COMPLETE CUSTOMER VIEW -Because of their ability to integrate a business’s marketing and sales processes, demand generation software programs provide the business with a holistic view of its customers/prospects. Once the marketing team has a 360⁰ view of its prospects, it can modify its demand generation campaigns to complement prospect behavior. Consider a commercial Banking and Insurance Group that has the capacity to create 360⁰ views of its customers. The marketing department
  • 4. would know what type of assets are held by its clients and use that to design specific demand generation campaigns for various appropriate financial products. This yields greater response than mass-produced promotions are able to achieve CUSTOMIZATION - Automation lends a greater degree of personalization to the demand generation process. By automating demand generation campaigns, the marketing team can lend a personal touch to its communication. As discussed earlier, one of the major challenges faced by marketing teams in demand generation today is the need to stand out from their competitors. Personalization attracts attention by offering more individualized offerings within the target market CONTENT SYNDICATION - As prospects/customers interact with the business on various platforms, there’s a need for the business to utilize these numerous channels to drive home its message. Advanced demand generation automation software programs have built-in content syndication mechanisms that enable the business to consistently deliver the same message across all communication channels. For example, automation can help a business replicate a demand generation campaign across various media, such as e-mails, brochures, flyers, landing pages, blogs and more. DECREASED TURNAROUND TIME - Automating the demand generation process enables the business to respond to customer interest in real-time. For example, when prospects click on an e-mail, they can be directed to the landing page. If they request more information from the landing page, a FAQ sheet can be automatically e-mailed to them. This reduced response time helps maintain customer attention. SUMMARY - Automation of the demand generation process empowers business by allowing it to respond in real-time to prospect behavior, connect with prospects across various communication channels, and use personalization to deliver a superior customer experience. Internally, it improves the quality of leads and enables improved sales support by providing a holistic view of the prospects. Ultimately, automating demand generation can help a business to improve the overall effectiveness of its demand generation strategies and gain a competitive edge in the market.
  • 5. For the past 14 years, MindMatrix has been aligning sales and marketing functions for over 20,000 sales and marketing professionals across 200 companies, from diverse verticals through its innovative sales and marketing software and solutions. Unique to the industry, MindMatrix offers Next Generation Marketing Automation software on a single unified platform for Sales and Marketing. Our solutions bring about a seamless integration of the 2 functions helping our clients derive the maximum benefit from their investment in m arketing and sales automation. Contact me today to know more about how MindMatrix solutions can help you align your marketing and sales processes for improved results.