Demand Generation is all about identifying your market and getting prospects excited about your products or services. It’s about nurturing your customer’s interests throughout the buying process. And to be able to do that effectively, you need to understand the basics of Demand Generation.
Generating demand all begins with good data. Key fields you want to make sure to collect for both customers and prospects include: name, title, company size, sector, email, phone. Segmenting and organizing this data will allow you to communicate with prospects in very specific, meaningful, and targeted ways.
Understanding the intricacies of the buyer’s journey, and the questions your customers may have at any given point during the process is of the utmost importance.
- Awareness - Recognizing a need
- Consideration - The problem has been clearly defined and is committed to researching various solutions
- Decision - Prospect has decided on their solution strategy, and is in the process of making a final decision
Providing valuable content to your prospects and customers need to be your number one priority. Creating and sharing various types of content (blogs, e-books, white papers, interactive calculators etc.) during each stage of the buyer process aids in helping the customer decide the best way to solve their problem.
MONITOR, TRACK, ANALYZE
Closely track and measure what your customers are doing and how they are engaging with your content. Are they reading the emails you send? Are they commenting on social media posts? What types of content gets downloaded the most? Analyze their online interactions with you and then talk to sales to hear what works in the field. Lastly, go talk to some prospects and customers. Learning what is working and what isn’t working will allow you to improve your campaigns and ultimately your close rates.
MARKETING & SALES INTEGRATION
Open and regular communication between marketing and sales is essential to the success of demand generation campaigns. Collaboratively working to define quality leads, sharing information on prospects, and providing feedback allows campaigns to be continually tweaked and improved which results in higher conversion rates.
The demand generation basics are quite straightforward: understand your customer needs and clearly define how and why your product or services can solve that need, all while nurturing them every step of the way.
If your business needs help implementing any of the demand generation basics, Measured Results Marketing wants to help. Email us or call 571-606-3106 and let’s talk about your needs.