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How to Generate Content for Demand and Lead Generation

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Before generating content this is a must read. Learn the digital persuasion sequence - the right strategy, content and marketing channels that will drive your customers to buy.

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How to Generate Content for Demand and Lead Generation

  1. 1. How to Generate Content for Demand & Lead Generation
  2. 2. What is Demand Generation?
  3. 3. What is Demand Generation? Demand generation is about driving awareness and interest in a company's products and services through open distribution of information and content. 2017-11-22 Awareness Interest Consideration Preference Sale © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  4. 4. Role of Demand Generation Demand Generation helps your organization expand into new markets, launch new products, build your brand reputation and ultimately warm-up prospects and clients into buying more products and services. 2017-11-22 Awareness Interest Consideration Preference Sale Confidential and Proprietary of 360integralmarketing, a division of Digital Text Marketing Inc.
  5. 5. Lead Generation vs. Demand Generation
  6. 6. 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. 2017-11-22 © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  7. 7. 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 Lead SAL Sales Qualified Lead-SQL Won © 2017 – 2018 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved. Leads to Sales
  8. 8. Creating Demand
  9. 9. Where? When? Who? How? Demand Generation Starts with Knowing Your Buyers Get a deeper understanding of your buyers and buyer behavior through creating personas. © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  10. 10. Where? When? Who? How? Define Buyer Personas with the Right Questions 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? © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  11. 11. Info- graphics Blogs Videos Case Studies Develop Content to Build Demand Deciding what content and where to promote your content depends on several of the following things:  the product and the market place  where and how your buyer personas prefer 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.
  12. 12. “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 .
  13. 13. What Content Creates Demand?
  14. 14. 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 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  15. 15. How Innovative is Your Product or Service? New Concept New Paradigm Established Market Knowing how innovative your product is in the market will impact your content strategy for generating demand. © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  16. 16. Generating Demand for a New Concept Thought Leadership I 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 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  17. 17. Generating Demand for a New Paradigm Solution Knowledge Your solution applies to our need. Online & Live Events, Use scenarios, Case Studies Value Story Our solution will have the greatest impact to your business Presentations, Demos, Competitive Tools New Paradigm Use content to change their perception of how to solve the problem. © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  18. 18. Generating Demand in an Established Market Value Validation Business case is justified Proof points, ROI/TCO tools References, Proposals Impact Assessment Validate & Reinforce Value Reviews ROI Worksheets Established Market Use content to convince the buyer you are the right choice. © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  19. 19. 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 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  20. 20. Demand & Lead Generation Across Channels
  21. 21. Inbound vs Outbound Channels Both inbound and outbound marketing channels can be leveraged to push and pull prospects across the buyers’ journey to increase awareness, demand and sales. • Social Media • Blogging • Website • SEO Inbound • Email • Direct Mail • PR • Advertising Outbound © 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  22. 22. Social Media as a Channel for Driving Demand and Leads • Through social media, 82% of decision makers are reachable* • For B2B, LinkedIn is by far the best performing Social Media Channel  300 Million global members  94% of B2B businesses found LinkedIn to be the best social media channel for generating qualified sales leads.1  Most used by top performing companies; LinkedIN 88% vs. Twitter at 53%, and Facebook at 42%.2  80% of social media generated leads come from LinkedIn3 2017-11-22 *Top Dog Social Media 1Content Marketing Institute 2Gleanstar Research 3Octopost © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  23. 23. Channels Marketers are Adding in 2017 https://www.hubspot.com/marketing-statistics • YouTube 48% • Facebook Video 39% • Instagram 33% • Messaging apps 20% • Podcasts 15% • Snapchat 13%
  24. 24. • 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. Why Demand Generation Replaces Cold Calling *Marketing Sherpa © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  25. 25. Successful Companies Persuade the Digital Conversation .
  26. 26. In Summary: How to Generate Content for Demand & Lead Generation • Every tactic, campaign and program needs to have an ultimate goal in mind on how it will impact the business; the brand, the relationships and the sales. • As customers are influenced by multiple channels and communication tactics, it is essential that a 360 approach is adapted. • Creating content to support a demand & lead generation strategy requires identifying your audience, buyers’ journey and the channels to deliver compelling content, then measuring your success along the way. Check out our Other Related Topics • https://360integralmarketing.com/develop-content-strategy-b2b/ • https://360integralmarketing.com/content-checklist-when-building-your-website/ • https://360integralmarketing.com/online-content-can-impact-success/ 2017-11-22 © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.
  27. 27. ABOUT US
  28. 28. We Help Shape Your Future with 360integralmarketing The founders of 360integral Marketing are leaders in effective revenue and lead generation, communications and customer relationship optimization. We are more than an agency; we are an extension of your business ‒ committed to your success. Contact Us info@360integralmarketing.com 416.678.2713 360integralmarketing.com © 2017 360integral Marketing, a division of Digital Text Marketing Inc. All Rights Reserved.

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