A Demand Generation Primer by DemandCon Presenters Lesson 2

A Demand Generation Primer by DemandCon Presenters Lesson 2
Savvy Guest - Wed Apr 27, 2011 @ 09:00AM
Comments: 6

On Monday we ran the first post in this series clearing up the misconceptions between Demand Generation and Lead Generation.  Do you want to know more?  Is your organization struggling with Demand Generation strategies?  Would you like to a deep dive fast course in how to get better at creating and nuturing the entire sales funnel not just the top Lead Gen portion?

Join the posters featured in this article as well as Savvy Sister Heather and dozens more of the top minds on the subject at DemandCon on May 18-19 in San Francisco.  As a Savvy reader use code SBDC11 when you register and you get 20% off! 

What are common demand generation mistakes marketers make?

speaker-ardath-albee-3.jpg

 

 

 

 

 Ardath Albee,

author of eMarketing Strategies for the Complex Sale

  •  They don’t know their prospects well enough to create and share the right content at the right time.
  • They pass them to sales before they’re ready. Without a closed-loop process, marketing may never see them again.
  • They equate demand generation to lead generation.
  • They think they’re still in control of the buying process.

speaker-hugh-mcfarlane-5.jpgHugh Macfarlane

Founder of Math Marketing, international B2B consultant

 

Mistake 1 – marketers let their bosses bully them into building campaigns that last for a quarter, when their sales cycles take 6-9 months. Mistake 2 – marketers spend too much time planning and not enough time doing - campaigns should be good enough to last for years, not weeks. Mistake 3 – marketers measure their success based on leads, or cost per lead, and ignore the cost of the selling effort in determining which campaigns to kill, and which to ramp.

 

speaker-carlos-hidalgo-18.jpg

Carlos Hidalgo,

CEO of Annuitas Group, a B2B demand generation consultancy

          

  • Shaping their demand  generation strategy with the corporation as the center of the dynamic.  To many companies plan their demand generation strategy with no view of the buyer/prospect.  Companies who are getting it right have their customers and buyers at the center of any demand gen strategy.  This includes understanding the buyer journey, developing content maps to ensure you are having relevant dialogue at every buying stage and a continual measurement of buyer interaction
  • Leading with product. As mentioned previously, the B2B buyer has changed considerably, yet organizations are continuing to lead with product and demo pitches.  I must get 4-5 calls or emails per week asking me if I am looking to purchase and if I would like to set aside  30 minutes for a demo.  This is all before they even know if I am actually in the buying process at all.  This is akin to popping the question on the first date, yet this is the MO of many companies and it is not demand generation to the buyer of today, it is intrusive and will do nothing to endear a prospect to your organization
  • Seeing demand gen as a one and done exercise.  Emails are not demand gen. Jon Miller of Marketo stated “if you want names, go buy a phone book.”  If you want leads this takes a defined strategy that will be multi-channel and appeal to the multiple personas that will be part of your ideal customer profile.  True demand generation is not a single message meant to bring in names, it is a well planned strategy that targets ideal target segments.

 

 

What are two or three key ways to ensure demand generation success?

 

speaker-ardath-albee-3.jpg

 

 

 

 

 Ardath Albee,

author of eMarketing Strategies for the Complex Sale


First, take the time and make the effort to really get to know your prospects.

Second, create a strategy and process for addressing those prospects with as much relevance as possible at each stage of the buying process.

Third, invest in developing your marketers’ skill sets. Start with content strategy, writing, data analysis and metrics development.

speaker-hugh-mcfarlane-5.jpgHugh Macfarlane

Founder of Math Marketing, international B2B consultant

 

1 – do it together: design your campaigns together with your colleagues from Sales; and plan everything from new finding names to gaining signed contracts. 2 – get rhythm: build campaigns that slowly nurture buyers with constant contact (that they welcome). 3 - shape their concept: spend more time creating the case for change (your brand of change), and less time defending offers to solve problems that don’t exist.

 

speaker-carlos-hidalgo-18.jpg

Carlos Hidalgo,

CEO of Annuitas Group, a B2B demand generation consultancy

 

  • Understand you have to plan for what will happen after the demand generation strategy is developed.  Once you develop the responses and leads, what then?  This is why lead management is so important.  Companies waste millions of dollars every year on very good demand generation strategies because there is no process established by which these leads will be managed.  To make demand generation most successful ensure there is a defined lead management process in place.
  • Understand it takes more than marketing.  As demand generation involves communicating and engaging with the buyer it is paramount that marketing involve sales in planning the strategy.  Sales has a view of the buyer that marketing will not have and their inputs are invaluable.  The best demand generation strategies will have sales inputs

Content is key to engagement.  Having a content plan as part of your demand generation strategy can be the difference between success and failure.  Take the time to understand the buyers needs, the steps in their buying process and develop the content accordingly.

 

Comments: 6

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