The document discusses demand generation as an integrated marketing and sales strategy focused on targeting and nurturing prospects to drive growth. It emphasizes the importance of aligning marketing with sales objectives, utilizing effective communication, and continuously improving programs based on metrics. A case study illustrates the practical application of these concepts through various marketing channels and a structured approach to engaging prospects.

1. pwb marketing communications
Sales Support Tools
Marketing Roundtable
Sean Hickey – COO, PWB

2. Demand Generation is Like Fishing
• The right tactics
• A solid plan
• Flawless execution
• Patience
• Some luck
• Adapting to the unique situation

3. Marketing-Sales Continuum
• Marketing and Sales are no longer discrete
activities
Marketing Sales
Progress

4. What is Demand Generation?
• Marketing integrated and aligned
with sales
• The process of targeting, identifying,
engaging, and nurturing prospects
• The engine that drives growth
• An extension of integrated marketing

5. Forward or Out
• Demand generation programs must
continuously advance good prospects and
eliminate or grow weak ones
Prospect SALE
Drip program

6. Demand Generation Process
Strategy & Sales Alignment Core PWB Expertise
Target List Construction
Content Development
Creative Platform
Outbound Execution
Response Capture Partner or
Nurturing & Growth
Client Execution
Metrics Evaluation

7. Alignment
• The best demand generation programs align
with:
• Solid strategy
• Sales objectives and efforts
• Business cycles

8. Remember the Basics
• Old direct response mantra, updated
• The list
• The creative
• The offer
• The medium
• At every step, offer the right THINGS
to the right PEOPLE using the right MEDIUM
in a CREATIVE way

9. Tell An Intriguing Story
• Messages can get more complex and more
compelling as prospect progresses deeper in
the sales cycle:
• Awareness
• Interest
• Consideration
• Selection
• Purchase

10. Metrics
• Identifying meaningful metrics is important at
the outset
• A feedback loop to the agency is critical
• Value of data builds over time
• Comparative
• Trends

11. Case Study – PWB
Referrals Search Direct Mail PR White Papers
Proposal
Qualified? Yes
Drip Program No Yes
• Budget
• E-News Initial Meeting
• Need
• White Papers
• Active Search
No

12. PWB Drip Program Components
Direct Mail – 2-3 week cadence
E-News – monthly White Papers – ad hoc

13. DG – How You Do It Right
• Take prospects on a messaging journey
• Build in meaningful metrics
• Establish a process at the outset
• Respect your unique product/service
• Don’t take your eye off the ball

14. Catch More and Bigger Fish!
Questions?