Setting solid, attainable demand generation goals is a crucial component of creating a successful marketing plan.
Understanding the purpose behind these goals and objectives and aligning them with individual employee goals will help drive the success of the campaign and the company as a whole. Creating these measurable goals will not only allow you to track progress, but also make course corrections along the way.
KNOW YOUR CUSTOMER
Create targeted content that speaks directly to your customer. Your customers have specific needs. Study them, understand them, and use that knowledge to your advantage. Create marketing pieces that address their needs and focus on solving their problems.
Spend wisely. Determine the best way to reach your customers and promote your content. Social media, PPC, Video ads etc. Go to where your customers are. The advertising platforms today are extremely intelligent, and with the right mix you can get your targeted content in front of your ideal customers.
SALES & MARKETING
These two departments need to work closely when creating a lead scoring system and mapping out the lead qualification process. Understanding the buyer’s journey and identifying and defining what makes for a qualified lead is a necessary part of the goal setting process. To have success, sales and marketing must regularly communicate and provide each other with feedback throughout the campaign. Marketing must share any new programs or content, and sales must share how the customers are responding to that content.
Tracking a lead throughout the buying process provides many marketing metrics and insights. Benchmarks can be identified, enabling marketers to set a baseline and focus on ways of improving campaign performance. Marketers can easily see when there is a break in the funnel, identify the problem, and fix it in a timely matter. Additionally, they can recognize trends around customer actions, like when a customer typically renews or cancel services, and then develop content plans to combat these challenges.
The ultimate demand generation goal measurement is simple: leads closed and leads won. But the plan to get there, the specific goals, and the various types and amount of needed content will all vary depending on your business.
With the proper analytical tools in place, setting demand generation goals becomes easier with each and every campaign. Of course just having the tools isn’t the answer, it’s the people that manage them. If you don’t have the in-house resources available to get set up for success, we at Measured Results Marketing would like to hear from you. Reach out to us via email or by calling 571-606-3106.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net