This presentation discusses how to leverage a website for demand generation. It outlines an 8 step process: 1) Understand your target audience, 2) Get found through SEO, 3) Educate and engage prospects with content, 4) Have strong calls-to-action, 5) Optimize landing pages, 6) Use testimonials and case studies, 7) Align sales and marketing, and 8) Test and measure results. The presentation provides tips for each step and emphasizes measuring demand generation activities to optimize ROI.

1. How to Turn Your Website into
a Demand Generation
Machine:
Leveraging your website as an essential tool to
create demand through the web.
September 9, 2010
Presented by:
Richard Sharp

2. 5 things you want to know about this
presentation…
1. The presentation will be 45 minutes including Q & A
2. You can send your questions to us via your
GoToWebinar controls at any time during the
presentation
3. We will answer timely, topic-specific questions during
the presentation and save the rest for the Q & A
period
4. We answer all the questions we don’t have time for
during the presentation in a blog post later in the day
5. We will send out a link to the recording and a PDF of
the presentation slides after the presentation

3. What is Demand
Generation?

4. Demand Generation (noun)
Pronunciation: / dih-mahnd jen-uh-rey-shuhn/
Demand Generation is the act of driving
awareness and interest in a company’s products
or services
There are several different aspects:
1. Building awareness
2. Getting found
3. Positioning yourself as a solution
4. Capturing the lead

5. The 8 Steps to
create an effective
demand
generation strategy

6. 1. Understand your target
audience
2. Get found with SEO
3. Educate and engage
prospects with content
4. Have strong calls-to-action
5. Optimize your landing
pages
6. Use customer testimonials
and case studies
7. Align sales and marketing
8. Test & Measure

7. Understanding target audience:
Use your web analytics to help you
determine:
1. What kind of content your visitors are
looking for.
2. Who is searching for your website
(buyer personas)
3. Which pages they are arriving at and
spending time on.
4. Where they exit from. Are they logical
exits?
5. Which keywords were used to find you.

8. Get found through SEO
• Ensure that your website
is search engine friendly
• Use title and meta tags
that are optimized with
your chosen keywords
• Create lots of content
through blogging to
leverage long tail search

9. Educate and engage with content:
• Use what you know about
your customers to create
content
• Map content to the buying
process
• Become a thought leader
• Educate/inform
• Discuss features and benefits
• Build relationships with social
media to drive targeted traffic
to your website

10. Have strong calls-to-action:
• Create a sense of urgency
• Tell them what you want
them to do
• Make them impossible to
miss
• Keep them action-oriented
• Simple and clear
• Keep them targeted to
your audience

11. Landing pages
• Keep forms simple
• Ensure key information is above the fold
• Communicate the value of your offer
• Make your conversion button obvious
• Communicate your privacy policy
Image by Jan Tik on Flickr.

12. Use testimonials and case studies
• Build trust
• Helps you promote your product or services
• Take away the
risk (don’t
make buying
your product a
gamble)

13. Align sales and marketing
• Have a clear
definition of a lead
• Streamlines the lead
hand-off/follow up
process
• Ensure no leads are
forgotten
Image by ePublicist on Flickr.

14. Test & Measure
• Test page copy, images,
keywords, design
• Use analytics tools
• Track Leads all the way
through the sales funnel
• Tie closed deals to lead
sources or campaigns

15. How can you
leverage your site
for demand
generation?

16. • Optimize your site so
you don’t waste traffic
• Remember: SEO is an
ongoing process
• Use relevant content to
pre-qualify prospects
• Keep forms minimal and
use cookies for resources
• Test and measure with
analytics
• Align sales and
marketing
• Automate your lead
scoring/nurturing
process

17. Review
Customer Need Research Vendor
vendor
Sales Path Identification solutions Evaluation
proposals
Business’ Web Goals
Grow Business Online
Capture more qualified leads
for sales
Improve marketing ROI
Capture
Attract & Landing
Engage Pages, A/B Nurture
Split Tests,
Target Audience SEO, Keywords, Form Drip
Social Media, Builder, Campaigns, Qualified
RSS, Fresh Secure Content, Lead Scoring, New
Keyword Research Content, Sections, Webinars, Activity Customer
Buyer Personas Blogging, Marketing Social Profiling
Online interaction research Advertising, PR, Database, Media,
Email, Google Blogging
Website
Optimizer
Web Marketing Strategy
Research
Align sales and marketing
Content creation/syndication
Start listening
Web Content Marketing
Management Automation CRM System
Solution Software Marketing Sales

18. How Can You
Measure Your
Demand
Generation
Strategy?

19. 1. Basic Metrics
2. Marketing’s Influence on Revenue
3. Once you know which activities have the best
ROI, you can optimize your demand
generation by starting on those.

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Richard Sharp
richard.sharp@marqui.com
604.484.8543