A guide to speaking the language of Demand Generation, from selling the concept to the board, to designing and executing programmes within your Marketing Automation platform with ease.

1. Learn to speak
Demand
Generation

2. Contents
The world of marketing is changing so
significantly and so quickly, it doesn’t just require
you to learn new techniques. It actually requires
you to speak a new language: the language
of Demand Generation. Our phrase book
will help you learn and understand the language
of Demand Generation. More importantly,
it will help you generate more demand, and
conversations with buyers, than ever before.
To increase your vocabulary, simply visit our
Resource Centre, where you can find out
more from native speakers of the language of
Demand Generation.
In the
boardroom
Speaking Demand
Generation to the
C-suite
At the
market
Useful Marketing
Automation
vocabulary
Meeting
people
Inbound
Marketing to
bring people to
your website
Knowing
what to say
Content for
Inbound
Marketing
Knowing
how to say it
Lead Generation
or Demand
Generation?

3. In the boardroom
When you are trying to get support for an entirely
new approach to marketing, you may find
yourself in the boardroom, trying to communicate with a
group of C-suite executives with only a very limited grasp
of Demand Generation.
In this situation, it is essential to use simple phrases
which they can understand, and which will help them
to realise the importance of speaking the language of
Demand Generation.
Here are a few of those phrases, which will help you
to prove the real value of Demand Generation.
You can find more useful phrases and more
detailed guides in our Resource Centre.
Phrase
Pronunciation
Translation
Revenue
Generated
rev-en-yew
jen-err-ated
The most important
business KPI
ROI
ar owe eye
The results of effective use
of Demand Generation
Cost per
Prospect
kost purr pross-pekt
An analysis of
acquisition efficiency
Close Rate
per Channel
Klowes rayt purr
chan-ell
Identifying appropriate
resource allocation for
future activity

4. -ek
ef
hun
s
k
kto a
ll
a
In the
boardroom
Same
language,
different
accent.
Demand Generation is the new language of
marketing. But the accent spoken in the boardroom
is different from the one used in the Marketing and
Sales Departments.
Marketing and Sales understand email opens and
click-through rates. But use that sort of vocabulary
to the board and you will be almost unintelligible
– because their accent is always on demonstrable
marketing value and return.
So if you want to prove your mastery of the Demand
Generation language – and, incidentally, protect your
budget – you need to communicate with an accent
the C-suite will understand clearly.
This means making sure that as well as
using phrases such as…
call-to-action effectiveness
[ kall to ak-shun ef-ekt-iv-ness ]
community engagement
[ kom-yew-nitty en-gayj-ment ]
and
optimal times for activity
and conversion
[ op-tim-ul tie-mz for ak-tiv-it-ee and
kon-vur-shun ]
you also make sure that you talk about…
demonstrating and improving
revenue on marketing activity
[ dem-on-stray-ting and imp-roov-ing
rev-en-you on mar-ket-ing ak-tiv-it-ee ]
This places the accent on business,
not just marketing, and will ensure that
internal stakeholders not only understand
what you are saying, but are also in
favour of developing long-term Demand
Generation strategies – even if they do not
speak the language well themselves.

5. At the market
The internet has made the marketplace bigger than
it has ever been before. This means you now need
to communicate with thousands of people every day.
And no matter how well you speak Demand Generation,
that’s clearly impossible without some help.
Marketing Automation is the effective way
to hold customised, one-to-one conversations, at the
right time, with the right people.
Here are some of the expressions you may find useful
in communicating on a larger scale.
Phrase
Pronunciation
Translation
Content engine
kon-tent en-jin
The automated way to
deliver relevant content to
potential customers
Eighty-four percent
ay-tee for purr-sent
The amount of
top-performing companies
using marketing automation
SoLoMo
sow low mow
Social, Local and Mobile
automated communications
zeer-oh tutch pro-gram
A low-cost method of
customer communication,
achievable when lead
scoring, nurture
marketing and data
management are automated
You can find out more, with more detailed translations, in the
Modern Marketing and Demand Generation eBook.
Zero touch
Programme

6. poynt t
hree pu
At the
market
Speaking in
numbers
To be an effective communicator in the language
of Demand Generation, you need to know and
understand numbers as well as words.
Numbers can be particularly effective in certain
situations. However, you need to be aware that
translating numbers is not always straightforward.
As a rule of thumb, numbers in the language of
Demand Generation are almost always higher
than in traditional marketing.
So, for example: Companies using
Marketing Automation have a 53%
[ fiff-tee three purr-sent ] higher conversion
rate from marketing responses to
marketing qualified leads.
They also have a 9.3% [ nyne poynt
three purr-sent ] higher sales quota
achievement rate.
Whilst you may be happy to hold Demand
Generation conversations before you are
completely fluent in the language, you will
need to know how to listen effectively and
gauge how well people understand you in
order to improve your linguistic skills.
rr-sen
t
For example: Statistics show that fewer
than 25% of companies with a Marketing
Automation platform use it to its utmost.
So even companies already using
Marketing Automation could almost
certainly benefit from talking to a native
speaker of the language of Demand
Generation, such as Ledger Bennett DGA.

7. Meeting people
Meeting and getting to know people is one of the
main reasons for learning the language of Demand
Generation. Used effectively, it can guide unknown
visitors to your website where they can be introduced,
where you can build a relationship, and where you can
ultimately convert them into customers.
Inbound Marketing [ in-bownd mar-ket-ing ] is the
most useful Demand Generation expression to use to
meet people. It’s also worth knowing that in Demand
Generation, ‘an unknown business problem’ translates
into ‘a known business opportunity’.
Get more inbound marketing help here.
Phrase
Pronunciation
Translation
kon-tent en-jin
The automated way to
deliver relevant content to
potential customers
blog-ing
Continual creation of
newsworthy material
people want to read,
share and link to Authority
Authority
or-thor-rat-ee
The ‘weight’ and
reputation your website
gains from links from
other reputable domains
Keywords
kee-words
Search terms which help
your audience find your site
through search engines
Content engine
Blogging

8. hing
-t
sum
wop
s
Meeting
People
Conversational etiquette
The language of Demand Generation dictates that you do
not start and lead a conversation; your potential customer
does. All you can do is make yourself look like an interesting,
useful and willing conversational partner, and then – if you
do that effectively – potential customers will be more than
happy to open up a dialogue with you.
There are a number of ways you can demonstrate you are
ready to talk and – more importantly – worth talking to:
Start blogging [ start blog-ing ]
Blogging has been shown to generate on
average 50% more leads per month for
B2B companies than blog, compared with
non-blogging organisations.
Be more social [ bee moor so-shul ]
PR is an old-fashioned way of speaking
to potential customers, and if you sound
old-fashioned you will be perceived as out
of touch. On the other hand, 94% of
business buyers state that social media
participation by a company’s C-suite
enhances the company’s brand image, and
77% say they are more likely to buy from
a company whose CEO uses social media.
Swap something [ swop sum-thing ]
If you want something from the person
you are talking to – their name and contact
details, for example – why not offer to
swap something valuable for it? It could
be an eBook, a webinar, a guide, a
report – the choice is yours. The greater
the perceived value of the item, the more
information you should expect in return.

9. Knowing
what to say
You have learned some of the language of Demand
Generation. You have found someone to talk to (or, more
accurately: they have found you). You are ready to
strike up a conversation. But now comes the hard part.
What do you say to them?
If you don’t have anything new or interesting to say, your
potential new customer will disappear before you have a
chance of forming any kind of relationship. So you need
to give them some new information about their business,
challenge or need, if you are going to persuade them
to stick around and eventually buy.
Essentially, there are four types of content for inbound
marketing which prospects will find interesting and attractive.
See our Content Marketing Resource Centre for more useful
guides, cheatsheets and infographics.
Phrase
Pronunciation
Translation
Thought leadership
thawt lee-der-ship
Generating content which
creates the perception
of your organisation as
an industry leader
Brand equity
brand ek-witty
Creating content which
adds value to your brand
SEO
ess ee oh
Generating content which
enables more people to find
you via search engines
Amplified message
am-plif-eyed mess-ij
Content which reaches
beyond existing contacts

10. Knowing
what to
say
Talking
the talk
thaw
t lee-
Conversations in the language of Demand Generation
can be long and involved before they get results.
That’s not unique to Demand Generation – it’s a fact
of life of B2B purchasing.
There are several ways in which you can interact with
contacts and prospects, to keep the conversation
going and ensure it leads to a sale:
A
ttract unknown contacts through breadcrumb content
I
dentify prospects through ‘gated’ content
Nurture prospects with relevant content
C
onvert customers with timely and personal
trigger campaigns
der-s
Remember: if the people you are talking to are ever
to be converted to customers, you need to get to
know all you can about them.
You need to talk the talk, but you need to go further
to persuade prospects to put their money where
their mouth is.
hip

11. Knowing
how to say it
Just when you’re starting to feel more confident in the language
of Demand Generation, we need to talk about dialect. Because
while Demand Generation is the language, in some areas you’ll
find the dialect becomes Lead Generation, and that people often
swap one for the other almost without noticing. They may even
talk in both languages – sometimes simultaneously.
The fact is, in the most successful B2B organisations, you’ll
find Demand Generation and Lead Generation being
spoken side-by-side with no confusion and with highly effective
results. After all, the aim is always to provide sales with more
opportunities that are better qualified, at lower cost.
So why would any sensible marketer refuse to use any language
that can help to achieve that ultimate goal?
Sign language
Perhaps the best way to demonstrate the differences – and highlight
the similarities – between the language of Demand Generation and the
dialect of Lead Generation is with pictures, not words.
These differences are not hard and fast. There is some cross-over, and some
interchangeability. A native speaker of the language of Demand Generation
– such as LBDGA – is not afraid to use Lead Generation if it helps to get your
message across more clearly to more people.
See the difference between
Lead Generation and Demand Generation
to find out how we do it.

12. Glossary of
terms
the buyer journey. The information
appears in a variety of formats
including, whitepapers, e-books,
infographics, case studies, how-to
guides, question and answer
articles, and photography.
Customer Relationship
Management (CRM) is the
active management of every
interaction with every prospect
and customer in the sales funnel,
whether telephone call, email,
request for information or meeting.
Anchor Text: the visible,
clickable text part of a text
hyperlink. This text gives search
engines and visitors information
on what the page being linked to
is about.
Buyer Journey is the process
buyers undertake, from identifying
a business problem through to
purchase and beyond.
Demand Generation is a
dynamic, integrated process
involving marketing, sales and
technical tools and expertise.
It drives awareness, nurtures
engaged prospects, converts them
to customers and increases their
value to the supplier’s business.
Campaign Canvas is the
command template used in Eloqua
that co-ordinates the programming
logic of a marketing automation
programme. It determines which
responses are sent under what
circumstances and the ‘flow’
of the campaign.
Digital Body Language (DBL)
is the aggregate of an individual’s
visible, digital activity. This will
include Google searches, emails
opened or clicked, website visits,
forms, social media referrals and
attendance at webinars. The
information can be used to
segment and personalise further
communications, making them
more targeted.
Content marketing
incorporates informative
communications focused not on
selling, but on adding value for
readers to help move them along
Inbound Marketing is the
continual process of attracting
unknown prospects, converting
them to known contacts and
optimising channels to improve
programme performance and
efficiency. Inbound activity
incorporates three main areas;
search, social media and media
(both traditional offline and
online). Tactical elements will
include Pay-Per-Click (PPC), Search
Engine Optimisation (SEO) and
Search Engine Marketing (SEM).
The aim of inbound is to guide a
buyer with a business need
towards companies who might
fulfil that need.
Keyword Density is a measure,
expressed as a percentage that
indicates how often a keyword
or phrase is used on a website
compared to the total number of
words on the page. As such, it
helps to determine how search
engines understand the topic and
themes of a web page.
Lead Scoring is the process
of assigning a ranking to sales
prospects based on the fit of the
individual (job function, seniority,
demographic, company size,
industry etc.) and engagement
(level of interest, past activity,
content consumption, buying
intentions). Lead scoring is used
to prioritise hotter prospects.
It improves productivity and
conversion by engaging when
prospects are most likely to buy.
Link-Building is an important
aspect of SEO that increases the
number of backlinks from relevant,
authoritative websites to a given
web page or website. Tactics used
include guest blogging, PR
integration, social media and
interesting, high-value content that
readers share with colleagues.
Marketing Automation is
modern technology that enables
businesses to automate email
sends and processes based on
predetermined criteria and logic.
Using marketing automation
replaces generic broadcast activity
with personalised dynamic
communications targeted to
the needs of each individual.
It results in greater productivity,
effectiveness and alignment
between sales and marketing
ultimately driving revenue growth.
Organic (natural) Search
Results are unpaid search results
ranked by the search engine
according to relevancy to the term
searched by the user. First position
is typically below the three paid-for
spaces within search results.
The aim of SEO is to achieve the
top rank position for targeted
keywords and terms.
Outbound Marketing is
targeted communications to
known contacts where specific
messages are built and delivered
to a specific segment of the
target audience. Channels for
communication include direct mail,
email, phone and sms.
Responsive Website is a site
which is designed to provide the
optimal viewing experience to
the user across a wide range of
devices, where elements of the
website resize and reformat
to the screen size of the device.
Search Engine Marketing
(SEM) is a form of internet
marketing that improves
awareness of websites by
increasing their visibility in search
engine results pages (SERPs).
SEM incorporates search engine
optimisation (SEO) to achieve
a higher ranking in search
engine results pages or
pay-per-click listings.
Search Engine Results Pages
(SERPS) are lists of web pages
that are returned to a user
by a search engine in response
to a particular keyword query.
Wireframe is a visual guide
which represents the framework of
a website. The wireframe depicts
the page layout or arrangement of
a site’s content including interface
elements, navigational systems
and how they work together.
Visit our website for
more information
about Demand
Generation
www.LBDGA.com

13. Resource
Centre
You may
also enjoy
reading:
Download
B2B Social
Media and
Engineering
Communities
Download
www.lbDGa.com
Telephone: +44 (0)8458 383883
Email: info@LBDGA.com
Milton Keynes:
Ledger Bennett DGA
Tungsten House, Warren Road
Little Horwood, Milton Keynes
MK17 0NR
London:
Ledger Bennett DGA
1st Floor Centric House
390-391 Strand, London
WC2R 0LT
Share
State of
Demand
Generation
infographic
Inbound
Marketing
101
Guide
Download
Download
About Ledger Bennett DGA
We are a B2B Demand Generation agency that uses
sales and marketing know-how to help customers
increase revenue by deploying Inbound Marketing,
Content Marketing and Marketing Automation
strategies. Our highly focused Demand Generation
programmes drive our customers’ business
performance, helping them to:
n Generate more opportunity
n Convert that opportunity into sales
n Retain customers and grow their value
Using more measurable and cost effective
techniques than traditional full service marketing
agencies we are able to maximise business revenue
in the modern world where the internet has
fundamentally changed the behaviour of the buyer.