SlideShare a Scribd company logo
www.organicmarketing.live
The 3D Approach
to Demand Generation
www.organicmarketing.live
Diagnostics, Discovery, Definition
Demand Gen
This strategy document aims to provide a science to implement your
demand gen strategy. First, your demand gen plan will of course
depend on the overall business goal. How much revenue are you
planning to drive in the current year and what % of that should come
from marketing initiatives. What is the current state of things to drive
that and what you need to do differently. What are the different
channels you should invest in based on historic success. Hope this
deck helps to uncover some of that.
2
www.organicmarketing.live
Diagnostics
Some initial research has been done on the company to determine a few awareness metrics.
The basic diagnostics are done to assess the current market footing and leadership with web,
social and search. It is probably not an accurate representation and will be honed in after
more detailed discusssions.
www.organicmarketing.live
Diagnostics Yardsticks
• Alexa Ranks
• Current SEO State – Keywords and Competition
• Current Social Media Engagement – Twitter, LinkedIn, Facebook, Google
• Current Paid Footprint Analysis – Ads and Content Syndication
• Current PR Footprint – Backlink Traffic
www.organicmarketing.live
Discovery
To drive topline growth, first Marketing and demand gen will have to focus on awareness and
consideration. The initial focus will be to bring additional traction by driving more awareness and most
of these questions are centered around achieving that objective. A discovery to assess consideration
stage leads will be made once engaged and with access to all the needed systems. To drive awareness
and consideration, there is also a need to examine your current tool stack to determine if it is optimal to
drive the planned growth.
www.organicmarketing.live
Demand Gen Awareness Stage Discovery
• What is the current
composition of
UMQLs, MQLs, SQLs,
Opps and Closures?
• How many and what
types of campaigns
are running?
• Have you established
any nurture flows?
• If so, describe some
of the cadences
Lead Lifecycle
• How much are you
spending on paid
search?
• What are the
keywords you are
currently ranking for?
• Which key channels
are you running paid
search on?
Search and Paid Search
• How large is your
database?
• Who are the typical
personas you are
going after?
• Have you run any
segmentation
already?.
Target Market and
Database • Name all your
competitors
• Have you done any
competitive study?
• Where do you think
are the key
challenges for your
marketing?
.
Competition
Based on your responses and the diagnostics, we can determine your demand
generation goals for the next 3-4 months.
Iterative Process
www.organicmarketing.live
Definition
Based on the initial diagnostics and projected growth numbers from discovery, goals will be
established for a certain duration to achieve awareness first and progress the consideration stage
leads if required. The idea of demand generation for SaaS is to drive to conversion and sign ups. At
this point, marketing has given an MQL which need to be converted to a paid customer or a bigger
customer by sales and accounts.
www.organicmarketing.live
Definition for Awareness Stage
• How much of your
projected revenue
needs to be driven by
Marketing?
• How many campaigns
do you want to run to
achieve your target?
• How do you want
your MQL and SQL
compositions to look
like?
Lead Lifecycle
• How much are you
spending on paid
search?
• What are the
keywords you are
currently ranking for?
• Which key channels
are you running paid
search on?
Search and Paid
Search
• What are the
segments you want
to focus on?
• How have you
acquired your
current database?
• What is one of your
biggest challenges
and how do you want
to mitigate it?
Target Market and
Database • How much are you
willing to invest in
marketing tools and
programs to achieve
this goal?
.
Investment
Based on your responses and the diagnostics, we can determine your demand
generation goals for the next 3-4 months.
Iterative Process
www.organicmarketing.live
Tool Stack Combinations for
Definition
www.organicmarketing.live
Demand Gen - Top of the Funnel/Awareness
Awareness
Lead Building
Email
Marketing
and Nurturing
SEO, Social,
and PR
SEM
Salesloft, Sales Navigator, Upwork, Kickbox.io, Data.com
Marketo/Pardot/HubSpot, Salesforce, Instapage/WordPress, Optimizely
SpyFu/SEOMoz/SEM Rush Google Ranking Tools, HootSuite, SproutSocial
Buffer, PR Agency, NewsWire Service
Google Adwords, LinkedIn Ads, Twitter Ads, Facebook Ads, AdRoll, OutBrain
DRIVER - MARKETING
www.organicmarketing.live
Demand Gen - Mid-Funnel/ABM
Sales
Enablement
Targeted
Events and
Programs
Account
Based
Marketing
Influencer
Marketing
YesWare, KnowledgeTree, RingDNA
Cvent, EventBrite, Citrix GTM, WebEx, Zoom, MeetUp.com
DemandBase, SalesLoft, SalesForce, LinkedIn, ReachForce,
PerfectAudience
Intercom, SurveyMonkey, Socialyte, LinkVehicle, OpenSlate, SocialBlade
Twitter lists, LinkedIn Groups
Consideration
DRIVER – MARKETING + INSIDE SALES
www.organicmarketing.live
Demand Gen - Bottom Funnel/Sales Ready
Customer
Renewals and
Retention
Customer
Success
Account
Based
Marketing
CRM and ERP
Salesforce, SalesLoft, Community Management Tools, Survey Monkey
Totango, Evergage, Client Success, BlueNose, GainSight, MindTouch
DemandBase, SalesLoft, SalesForce, LinkedIn, ReachForce,
PerfectAudience
SalesForce, Zoho, SugarCRM, NetSuite
DRIVER – INSIDE SALES + FIELD SALES
Conversion
www.organicmarketing.live
Content Discovery and Mapping for
the Funnel Stages
www.organicmarketing.live
14
Content Alignment with Funnel Stages
.
Awareness
Content
Consideration
Content
Conversion
Content
Retention
Content
.
White Paper, eBook, Tip
Sheets, Checklist, Videos,
Webinars Product Webinar, Case
Study, Sample, FAQ,
Datasheet, Demo Video
Live Demo, Consultation,
ROI Calculators,
Promotions
And Coupons
Promotional Offers,
Related Customer Case
Studies
Solution Sheets
www.organicmarketing.live
Simple Segmentation and Nurturing
Flows
www.organicmarketing.live
16
Typical Inbound Lead Flow
Top of the Funnel Marketing
Leads come in to the system via several sources –
SEO, SEM, email marketing, social media
marketing etc.
Email and Phone
Verification
With fuzzy logic, you can decode the
email address and phone number if the
right ones are not already listed.
ABM/Middle Funnel
Marketing
Based on this contact, the SDRs
would use Sales Navigator or
other tools to determine other
right contacts for this account if
it qualifies
Bottom Funnel
In this stage field sales is
involved to convert the lead
into an opportunity and then
drive the sale.
Web/Landing
Page
Form-Fill
Fuzzy- Logic
Decodes
SDR and
Nurtures
Field Sales
Opportunities
Awareness
Marketing + Data Science
Consideration
Marketing + SDR
Conversion
SDR + Field Sales
www.organicmarketing.live
17
Simple Demand Gen Flow
Information Seeking
Lead – Awareness
Marketing Qualified
Lead
Awareness/Considera
tion
Sales Qualified Lead
Consideration
Opportunity
Closure – Conversion
www.organicmarketing.live
Nurture Flow
Marketing Qualified
Lead/SQL (MOFU)
Information Seeking
Lead /MQL (TOFU)
Dead Contact
Sales Qualified
Lead
All Contacts
from Database
Contact
Information Seeking
Lead /MQL (TOFU)
Marketing Qualified
Lead/SQL (MOFU)
Sales Qualified
Lead
www.organicmarketing.live
Email Analytics to Track Performance
and Integrate Feedback
www.organicmarketing.live
20
About Organic Marketing
Our mission is to help startups in new and emerging
technologies think about Marketing organically. Organic because
the story of your product or service needs to be simple, original,
and compelling. Organic because your story needs to be ‘noise
free’.
www.organicmarketing.live @mktg_organic organicmarketingcorp mail@organic-marketing.space

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3 d approach_demand_generation

  • 2. www.organicmarketing.live Diagnostics, Discovery, Definition Demand Gen This strategy document aims to provide a science to implement your demand gen strategy. First, your demand gen plan will of course depend on the overall business goal. How much revenue are you planning to drive in the current year and what % of that should come from marketing initiatives. What is the current state of things to drive that and what you need to do differently. What are the different channels you should invest in based on historic success. Hope this deck helps to uncover some of that. 2
  • 3. www.organicmarketing.live Diagnostics Some initial research has been done on the company to determine a few awareness metrics. The basic diagnostics are done to assess the current market footing and leadership with web, social and search. It is probably not an accurate representation and will be honed in after more detailed discusssions.
  • 4. www.organicmarketing.live Diagnostics Yardsticks • Alexa Ranks • Current SEO State – Keywords and Competition • Current Social Media Engagement – Twitter, LinkedIn, Facebook, Google • Current Paid Footprint Analysis – Ads and Content Syndication • Current PR Footprint – Backlink Traffic
  • 5. www.organicmarketing.live Discovery To drive topline growth, first Marketing and demand gen will have to focus on awareness and consideration. The initial focus will be to bring additional traction by driving more awareness and most of these questions are centered around achieving that objective. A discovery to assess consideration stage leads will be made once engaged and with access to all the needed systems. To drive awareness and consideration, there is also a need to examine your current tool stack to determine if it is optimal to drive the planned growth.
  • 6. www.organicmarketing.live Demand Gen Awareness Stage Discovery • What is the current composition of UMQLs, MQLs, SQLs, Opps and Closures? • How many and what types of campaigns are running? • Have you established any nurture flows? • If so, describe some of the cadences Lead Lifecycle • How much are you spending on paid search? • What are the keywords you are currently ranking for? • Which key channels are you running paid search on? Search and Paid Search • How large is your database? • Who are the typical personas you are going after? • Have you run any segmentation already?. Target Market and Database • Name all your competitors • Have you done any competitive study? • Where do you think are the key challenges for your marketing? . Competition Based on your responses and the diagnostics, we can determine your demand generation goals for the next 3-4 months. Iterative Process
  • 7. www.organicmarketing.live Definition Based on the initial diagnostics and projected growth numbers from discovery, goals will be established for a certain duration to achieve awareness first and progress the consideration stage leads if required. The idea of demand generation for SaaS is to drive to conversion and sign ups. At this point, marketing has given an MQL which need to be converted to a paid customer or a bigger customer by sales and accounts.
  • 8. www.organicmarketing.live Definition for Awareness Stage • How much of your projected revenue needs to be driven by Marketing? • How many campaigns do you want to run to achieve your target? • How do you want your MQL and SQL compositions to look like? Lead Lifecycle • How much are you spending on paid search? • What are the keywords you are currently ranking for? • Which key channels are you running paid search on? Search and Paid Search • What are the segments you want to focus on? • How have you acquired your current database? • What is one of your biggest challenges and how do you want to mitigate it? Target Market and Database • How much are you willing to invest in marketing tools and programs to achieve this goal? . Investment Based on your responses and the diagnostics, we can determine your demand generation goals for the next 3-4 months. Iterative Process
  • 10. www.organicmarketing.live Demand Gen - Top of the Funnel/Awareness Awareness Lead Building Email Marketing and Nurturing SEO, Social, and PR SEM Salesloft, Sales Navigator, Upwork, Kickbox.io, Data.com Marketo/Pardot/HubSpot, Salesforce, Instapage/WordPress, Optimizely SpyFu/SEOMoz/SEM Rush Google Ranking Tools, HootSuite, SproutSocial Buffer, PR Agency, NewsWire Service Google Adwords, LinkedIn Ads, Twitter Ads, Facebook Ads, AdRoll, OutBrain DRIVER - MARKETING
  • 11. www.organicmarketing.live Demand Gen - Mid-Funnel/ABM Sales Enablement Targeted Events and Programs Account Based Marketing Influencer Marketing YesWare, KnowledgeTree, RingDNA Cvent, EventBrite, Citrix GTM, WebEx, Zoom, MeetUp.com DemandBase, SalesLoft, SalesForce, LinkedIn, ReachForce, PerfectAudience Intercom, SurveyMonkey, Socialyte, LinkVehicle, OpenSlate, SocialBlade Twitter lists, LinkedIn Groups Consideration DRIVER – MARKETING + INSIDE SALES
  • 12. www.organicmarketing.live Demand Gen - Bottom Funnel/Sales Ready Customer Renewals and Retention Customer Success Account Based Marketing CRM and ERP Salesforce, SalesLoft, Community Management Tools, Survey Monkey Totango, Evergage, Client Success, BlueNose, GainSight, MindTouch DemandBase, SalesLoft, SalesForce, LinkedIn, ReachForce, PerfectAudience SalesForce, Zoho, SugarCRM, NetSuite DRIVER – INSIDE SALES + FIELD SALES Conversion
  • 13. www.organicmarketing.live Content Discovery and Mapping for the Funnel Stages
  • 14. www.organicmarketing.live 14 Content Alignment with Funnel Stages . Awareness Content Consideration Content Conversion Content Retention Content . White Paper, eBook, Tip Sheets, Checklist, Videos, Webinars Product Webinar, Case Study, Sample, FAQ, Datasheet, Demo Video Live Demo, Consultation, ROI Calculators, Promotions And Coupons Promotional Offers, Related Customer Case Studies Solution Sheets
  • 16. www.organicmarketing.live 16 Typical Inbound Lead Flow Top of the Funnel Marketing Leads come in to the system via several sources – SEO, SEM, email marketing, social media marketing etc. Email and Phone Verification With fuzzy logic, you can decode the email address and phone number if the right ones are not already listed. ABM/Middle Funnel Marketing Based on this contact, the SDRs would use Sales Navigator or other tools to determine other right contacts for this account if it qualifies Bottom Funnel In this stage field sales is involved to convert the lead into an opportunity and then drive the sale. Web/Landing Page Form-Fill Fuzzy- Logic Decodes SDR and Nurtures Field Sales Opportunities Awareness Marketing + Data Science Consideration Marketing + SDR Conversion SDR + Field Sales
  • 17. www.organicmarketing.live 17 Simple Demand Gen Flow Information Seeking Lead – Awareness Marketing Qualified Lead Awareness/Considera tion Sales Qualified Lead Consideration Opportunity Closure – Conversion
  • 18. www.organicmarketing.live Nurture Flow Marketing Qualified Lead/SQL (MOFU) Information Seeking Lead /MQL (TOFU) Dead Contact Sales Qualified Lead All Contacts from Database Contact Information Seeking Lead /MQL (TOFU) Marketing Qualified Lead/SQL (MOFU) Sales Qualified Lead
  • 19. www.organicmarketing.live Email Analytics to Track Performance and Integrate Feedback
  • 20. www.organicmarketing.live 20 About Organic Marketing Our mission is to help startups in new and emerging technologies think about Marketing organically. Organic because the story of your product or service needs to be simple, original, and compelling. Organic because your story needs to be ‘noise free’.