As marketing and sales become less discrete activities, alignment is increasingly critical. The marketing discipline now includes a wide range of functions to help identify, nurture, and close sales. This panel of industry experts will review topics like demand generation, CRM/database tools, call centers, and the best ways to integrate these elements to enable your sales force and improve their results.
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