How to Generate Content for Demand and Lead Generation

How to Generate Content for
Demand & Lead Generation

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.

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.

Lead Generation vs.
Demand Generation

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.

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

Where?
When?
Who? How?
Demand Generation Starts with Knowing Your Buyers
Get a deeper understanding of your
buyers and buyer behavior through
creating personas.

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?

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.

“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
.

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.

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.

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.

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.

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.

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

Demand & Lead Generation
Across Channels

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.

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

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%

• 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

Successful Companies
Persuade the Digital
Conversation
.

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

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

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