As Demand generation and sales leaders are keenly aware, building an incredible product is vital and represents the first half of the journey of building an impactful company.
Companies have to actually start investing in programs that will both attract and introduce an audience that is qualified to the products that are offered by demand generation companies. You will waste a ton of money building a sales team before you have build demand for the product.
The strategy for demand generation in 2017 represents what a specific brand can do to help get attention for itself, as well as why some customers decide to engage, despite the fact that they haven’t actually tried out the service and/or product before. The second half of this issue is lead generation, which is generally concerned with how a brand can capitalize on this type of attention.
Building a Demand Generation Strategy
Beginning with the end in mind is the key to doing well in the long run. You have to define a goal and then identify mile-markers that will guide you along the way. Define what success of your demand generation strategy. Since this is really a continuing process within each stage of a customer’s journey, it’s always important to keep in mind that tactics involving demand generation always have to reach across every stage.
Sales Metrics Overviews
*Email Subscriber: Segmentation can be used for this, which will ensure that you will be able to make email the most relevant to all of your users. You should be able to segment many leads from prospective clients by factors such as registration date, links, etc. You can also increase demand by making emails shareable.
*Marketing Qualified Lead: These are leads that have an expressed interest in what you have to offer. The lead must be able to meet all of the standards that your company has established. These standards will always vary and the terminology must be agreed upon by sales and marketing. Interest levels and fit should also be focused on as well; however, if you’re discovering that you aren’t finding a lot of leads after defining both of these, then this is a sign that you may need to rehash a few key details.
If you are missing on lead targets, try to get very focused on those who are in the buying decision and who will benefit most from your product.
*Sales Qualified Lead/Sales Opportunities: These are the leads that sales representatives should be spending a great deal of time with, as they are likely the ones who will end up purchasing your product and/or service. Making a quick phone call to them can either qualify or disqualify them.
*Opportunity Won: Being able to retain a customer means you will have to continue sending loyalty offers, discounts, newsletters, etc. When you do this, it could end up leading to upsells, referrals, and more.
Lead scoring is a tactic that will help you target only the best leads, as well as optimize your demand generation strategy. Some of the most important criteria for this includes company size, job position, and number of social media followers. Take the time to speak with a few decision makers, and once this is done, this will lead to higher morale and productivity.
Lead nurturing is the result of actively developing and maintaining relationships with a prospective client through each and every stage of the sales process.
*Retargeting: This is a great cost-effective method to help keep your company in front of a lot of decision makers, especially if a lengthy buying cycle is involved. By doing this repeatedly, your revenue will likely increase as a result.
*Sponsored Research: Budgeting for content that will differentiate your brand from others will show that you’re extremely serious about getting attention for all of your various content marketing efforts. This includes implementing various types of sponsored research.
*Video Advertising: Utilizing video is a interesting and quick way to share lots of great information about your particular brand, as it will also provide you with a huge SEO boost as well thanks to landing pages with better conversion, tagging videos, longer website times, and more.
*Partner Webinars: Webinars will enable you to form alliances with some of your industry’s top players, as well as boost awareness for your own brand while, at the same time, showcasing it as being among the best.
*Syndicated Content: This is essentially feeling like you’re running across the same kind of content on a website over and over again. Basically, you would be partnering with a third-party provider to help bring awareness to your brand, which would then be advertised on many other websites.