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AIDA laid out in 1898 by E. St. Elmo 2007 it was declared dead, or invalid Godin = Flip the Funnel
Thoughts On A Successful Demand Generation Program
Thoughts on a Successful Demand Generation Program Marcus R. Tewksbury Director of Customer Intelligence
Golden Rules of Demand Generation What are the critical things we’ve got to get right? Collectively, as a team, Sales & Marketing are responsible for creating… The ONLY measure that matters Our most precious commodity is the time of sales… we need to insure we are spending the most time with the most valuable customers We need a basket of measurable, repeatable KPI’s that we can use to drive performance across the team and that is related to revenue creation
You need a common framework to manage and measure The King is dead, long live the King! ( …in that kind of queer British fascination with the Queen sort of way… ) <ul><li>Commonly understood across the organization </li></ul><ul><li>Promotes communication between sales and marketing </li></ul><ul><li>Provides a stable basis for performance measurement </li></ul><ul><li>Facilitates a conversation about the needs of a customer and their buying cycle </li></ul>
Problems in lead quality begin with the approach … Traditional approaches were dependent upon unfettered access to customers Direct Broadcast
… that have become marginalized Lead generation has gotten harder, more expensive, and is producing declining returns Broadcast Direct Time Shifting Reachability <ul><li>Legislation </li></ul><ul><li>Technology </li></ul><ul><li>Social Norms </li></ul>
… And ultimately result in poor lead quality Squeezing Stones… has impacted the roles played by sales and marketing Reduced Quality and Quantity of Leads Forces Marketing to Rush More Unqualified Leads Through
It’s time to diversify the top of your funnel There are many ways to begin the dialog with a customer Lead Quality Scale Are you using all possible channels to fuel your funnel? Social Traditional Loyalty High Low
Thank You! Marcus R. Tewksbury Director of Customer Intelligence [email_address] Twitter: @tewksbum Cell: 312.404.4835 Blog: TheMarketingMojo.com Want more? Checkout the webinar: How to Fuel Your Lead Generation with an Inbound, Social Media Strategy Click Here