Whitepaper -How demand generation can assist marketers to provide quality leads and generate superior returns on marketing investment.?

1. DEMAND GENERATION & AMP

2. Executive Summary
Demand generation can go a long way in driving revenue and assisting this generation of marketers to
provide quality leads and generate superior returns on marketing investment. Marketers are now
expected to understand the various metrics related to each campaign, fill up the pipeline with quality
leads, and ensure there’s a good return on marketing investment…all while faced with tight budgetary
and resource constraints. Fortunately, there’s a solution—MindMatrix’s AMP. This whitepaper
elaborates on how a business can enhance the effectiveness of its marketing team by engaging AMP for
its demand generation activities.
Demand Generation
Demand generation is an important aspect of the marketing function. It involves focused marketing tactics that
are well directed towards chosen targets. Characteristics of well-executed demand generation campaigns
include:
Staying connected to prospects and customers
Adopting marketing strategies that involve
multiple media
Incorporating a high degree of personalization Demand generation is an
Staying up-to-date with marketing materials and
prospect/customer data
important aspect of the
Closely tracking prospect’s/customer’s behavior marketing function. It
involves focused
How AMP Can Help?
marketing tactics that are
AMP can help businesses get better results from its demand generation well directed towards
efforts by enhancing the various steps in the demand generation process.
chosen targets.
STAYING IN TOUCH WITH PROSPECTS - Research
indicates only about 15% of leads are immediately
willing to buy. While approximately 20% are disqualified initially, the remaining 65% are
mildly interested in the product/service, but not ready to invest in it right away. The
business must stay in touch with such prospects and keep those leads warm, so when
it’s time to make the buying decision, the prospect remembers the brand.
AMP enables a business to communicate with its prospects through various channels
including e-mails, web pages, social networking sites, blogs, and information-sharing
portals. AMP enables the design of marketing campaigns that are precisely timed. For
example, with AMP, a company sending out monthly newsletters as a part of its
marketing campaign can do so in no time. The system can be programmed to send the
newsletters out on a specific date, in a specific format. That means the marketing team
doesn’t have to worry about sending this manually every month.
MULTIPLE OUTPUT SUPPORT - Prospects now have a multitude of ways to reach out to
vendors. These include the web, social media, and other information sharing sites.

3. Facebook has around 400 million users, while Twitter has around 75 million users and
LinkedIn is catching up with over 65 million users. That translates to millions of
prospects.
AMP allows the business to communicate with its
prospects across all these platforms. The
advantage of AMP is that it allows the business to
replicate its content across various media
channels. AMP recognizes the file type and
AMP has a matrix
automatically posts it to the respective media database structure, which
channel. For example, AMP can automatically post
videos onto Facebook and YouTube, flash and means that any change
PowerPoint presentations onto SlideShare and so made to the data is
on.
automatically reflected in
PERSONALIZATION - Research has proven time other related areas.
and again that personalized marketing bears
better results than generic, mass-produced efforts.
Prospects/customers tend to favor brands that
personalize products and solutions to suit their needs. Personalization enhances value
from the customer’s perspective.
AMP facilitates the creation of high-impact personalized marketing materials in no time.
For example, a prospect that has signed up for a business’s newsletter is over fifty years
of age and prefers the color blue to red. Once this information is stored into AMP, the
program has the capability to send out all future e-mails to that prospect in a larger font
and can customize the newsletter template so it is in blue. Moreover, using AMP’s
advanced capabilities; the marketing team can program it to follow the same color
scheme, font size, and style each time they correspond with the prospect.
KEEPING MARKETING MATERIALS UP-TO-DATE - Keeping marketing materials updated
is never going to be a problem once you use AMP. AMP has a matrix database structure,
which means that any change made to the data is automatically reflected in other
related areas. This means the marketing team doesn’t have to worry about data
duplication or lack of consistency…ever.
For example, AMP is being used by SpeedWheels, a company manufacturing high-end
bicycles. SpeedWheels has presentations and flyers made for each new model. Let’s
assume that the price of Model II changes. If a pricing change were made in the
presentations, the same would be automatically reflected in the flyers as well.
UNDERSTANDING PROSPECT/CUSTOMER BEHAVIOR - AMP provides businesses with a
360-degree view of the customer. With AMP, business can answer questions about
prospect’s behavior in real-time
o Did the prospects visit the company site?
o Which links did they click on? Did they open an e-mail?
o How many e-mails did marketing send to them and what was their click
through rate?

4. When prospects interact with the business, they leave ‘Digital Footprints’. These
footprints can tell where exactly they went, what they looked at, etc. AMP is equipped
with Digital Footprint Analyzers (DFAs) that collate all the digital footprints of a
prospect. AMP analyzes the ‘Digital Footprint’ of prospects and converts the DFAs into
knowledge that can be used by the business to improve the effectiveness of its
marketing campaigns.
This kind of information proves priceless to a marketer because it helps in analyzing
customer behavior. AMP is able to not only capture information, but also act upon it.
For example, AMP can change the marketing collateral depending on the prospect
preference. Suppose a prospect never opens advertisements sent through HTML e-
mails. AMP has the ability to recognize this behavior. Once the program identifies that a
particular prospect never clicks open HTML e-mails, it will send the next marketing
campaign through some other media—this could be in the form of a portable
document, direct mail or as an e-book.
AMP’s sophisticated features enable a business to gain a detailed understanding of its prospects and customers,
so it is able to see them as individuals and not as just another name in a marketing database. AMP can make a
business’s demand generation efforts more productive, by helping it answer the ‘Who, What, When and Why’ of
prospect behavior.

5. For the past 14 years, MindMatrix has been aligning sales and marketing
functions for over 20,000 sales and marketing professionals across 200
companies, from diverse verticals through its innovative sales and
marketing software and solutions.
Unique to the industry, MindMatrix offers Next Generation Marketing
Automation software on a single unified platform for Sales and Marketing.
Our solutions bring about a seamless integration of the 2 functions helping
our clients derive the maximum benefit from their investment in marketing
and sales automation.
Contact me today to know more about how MindMatrix solutions can help
you align your marketing and sales processes for improved results.