Post on 07-Apr-2017
How Demand Generation Increases Sales
What is Demand Generation?
2023-05-02
What is Demand Generation?
Demand generation is about driving awareness and interest in a company's products and services through open distribution of information or content.
Awareness
Interest
Consideration
Preference
Sale
© 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
2023-05-02
Role of Demand Generation
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.
Awareness
Interest
Consideration
Preference
Sale
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Creating Demand
Where?
When?
Who? How?
Demand Generation Starts with Knowing Your Buyers
Get a deeper understanding of your buyers and buyer behavior through creating personas.
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Where?
When?
Who? How?
Define Buyer Personas
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?
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Infographics
Blogs
Videos Case Studies
Develop Content to Build 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.
“When you build content 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
.
What Content Creates Demand?
Buyers Journey
Loosening the Status
Quo
Committing to
change
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.
How Innovative is Your Product or Service?
Loosening the Status Quo
Committing to change
Exploring the Solutions
Committing to the
Solution
Justifying the Decision
Making the Selection
New ConceptNew Paradigm
Established Market
Knowing how innovative your product is in the market will impact your content strategy for generating demand.
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Generating Demand for a New Concept
Loosening the Status Quo Committing to change
Thought LeadershipI 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.
Generating Demand for a New Paradigm
Exploring the Solutions Committing to the Solution
Solution KnowledgeYour solution applies to our need.
Online & Live Events, Use scenarios,
Case Studies
Value StoryOur solution will have the
greatest impact to your businessPresentations, 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.
Generating Demand in an Established Market
Justifying the Decision Making the Selection
Value ValidationBusiness case is justified
Proof points, ROI/TCO toolsReferences, Proposals
Impact Assessment
Validate & ReinforceValue 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.
Demand Generation has the Whole Process in Mind
Loosening the Status
Quo
Committing to change
Exploring the
Solutions
Committing to the Solution
Justifying the
Decision
Making the Selection
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.
Demand Generation Across Channels
• 93% of B2B 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
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Inbound vs Outbound Channels
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
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Channels Marketers are Adding in 2017
https://www.hubspot.com/marketing-statistics
Successful Companies Persuade the Digital Conversation
.
Lead Generation vs. Demand Generation
2023-05-02
Lead Generation vs Demand 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 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
Lead Generation Waterfall Model
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 LeadSALSales
Qualified Lead-SQL
Won
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Helping Shape Your Future with 360integralmarketing
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Contact Us info@360integralmarketing.com 416.678.2713 360integralmarketing.com
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