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How to Increase Sales with Demand Generation
Demand generation involves driving awareness and interest in a company's products and services by creating content tailored to buyer personas. It helps organizations enter new markets, launch products, and ultimately convert prospects into customers. The process emphasizes understanding buyers' behaviors, leveraging various marketing channels, and differentiating between lead generation and demand generation strategies.
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How to Increase Sales with Demand Generation
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- 3. What is DemandGeneration? Demand generation is about driving awareness and interest in a company's products and services through open distribution of information or content. 2017-02-22 Awareness Interest Consideration Preference Sale © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 4. Role of DemandGeneration Demand Generation helps your organization expand into new markets, launch new products, build your brand reputation and ultimately warms-up prospects and clients into buying more products and services. 2017-02-22 Awareness Interest Consideration Preference Sale Confidential and Proprietary of 360integralmarketing, a division of Digital Text Marketing Inc.
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- 6. Where? When? Who? How? Demand GenerationStarts with Knowing Your Buyers Get a deeper understanding of your buyers and buyer behavior through creating personas. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 7. Where? When? Who? How? Define BuyerPersonas Who are they? What are they trying to accomplish? What goals drive their behavior? What and Who influences their purchase? How do they think? How do they buy? Why do they make the buying decisions they do? Where do they buy? When do they decide to buy? How do they consume media? What marketing channels do they respond to? © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 8. Infographics Blogs Videos Case Studies Develop Content toBuild Demand Deciding what content and where to promote your content depends on several things: • the product and the market place • where and how your buyer personas prefers to consume content • what will generate the most desired response at the lowest cost © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 9. “When you buildcontent especially for your buyer personas, you build a relationship with people before you’ve even met them.” David Meerman Scott, Marketing Strategist and Author The New Rules of Marketing & PR .
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- 11. Buyers Journey Loosening the Status Quo Committing tochange Exploring the Solutions Committing to the Solution Justifying the Decision Making the Selection Demand Generation content focuses on the buyers journey and moving the buyer to the final decision to buy © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 12. How Innovative isYour Product or Service? New Concept New Paradigm Established Market Knowing how innovative your product is in the market will impact your content strategy for generating demand. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 13. Generating Demand fora New Concept Thought Leadership I understand the problem and connect to your need New Concept Content Whitepaper, Articles, Social Media, Newsletters, Webinars Content needs to convince them there’s a problem and you can solve it. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 14. Generating Demand fora New Paradigm Solution Knowledge Your solution applies to our need. Online & Live Events, Use scenarios, Case Studies Value Story Our solution will have the greatest impact to your business Presentations, Demos, Competitive Tools New Paradigm Use content to change their perception of how to solve the problem. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 15. Generating Demand inan Established Market Value Validation Business case is justified Proof points, ROI/TCO tools References, Proposals Impact Assessment Validate & Reinforce Value Reviews ROI Worksheets Established Market Use content to convince the buyer you are the right choice. © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 16. Demand Generation hasthe Whole Process in Mind Thought Leadership Solution Knowledge Value Story Value Validation Impact Assessment New Concept New Paradigm Established Market © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
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- 18. • 93% ofB2B customers research companies and products before making a purchase.* • By the time telesales speaks to a prospect, opinions are formed • Successful companies learn ways to hijack the Digital Conversation with demand generation. Cold calling can be more about taking… taking information, taking their time while making them feel uncomfortable. Demand Generation Replaces Cold Calling *Marketing Sherpa © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 19. Inbound vs OutboundChannels Both inbound and outbound marketing channels can be leveraged, whether to push or pull prospects to increase demand. • Social Media • Blogging • Website • SEO Inbound • Email • Direct Mail • PR • Advertising Outbound © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 20. Channels Marketers areAdding in 2017 https://www.hubspot.com/marketing-statistics
- 21. Successful Companies Persuade theDigital Conversation .
- 22. Lead Generation vs. DemandGeneration
- 23. Lead Generation vsDemand Generation The Differences • Lead generation: The goal is to create sales-ready opportunities by collecting information on prospects for sales follow-up; building a marketing database to gather lead information to track and warm leads and to then pass to Sales to close. • Demand generation: Creates demand for an organization’s products or services through marketing, to encourage purchase. Demand generation content can be used for lead generation when the content is gated – the exchange of prospects information through completing a form in return for valuable content. 2017-02-22 © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
- 24. Lead Generation WaterfallModel In the lead Generation waterfall model, demand generation is far reaching and comes first before leads are captured. Demand Generation Lead Capture (Marketing Captured Lead) MCL Sales Accepted Lead SAL Sales Qualified Lead-SQL Won © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
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- 26. Helping Shape YourFuture with 360integralmarketing The founders of 360integralmarketing are leaders in effective revenue and lead generation, communications and customer relationship optimization. We are more than an agency, we are an extension of your business ‒ committed to your success. Contact Us info@360integralmarketing.com 416.678.2713 360integralmarketing.com © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.