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Demand Generation Advice for the CEO

Sales Benchmark Index

This post is written for CEO’s who need to increase demand for their products. Demand generation is the science of stimulating latent demand. A definition of latent demand is a prospect is unaware of a problem. Your marketing department must be skilled at stimulating latent demand. Two reasons: They are focused on selling to active demand. 3 Steps.

Benchmark Your Demand Generation Content in 4 Quick Steps

Sales Benchmark Index

It offers a basic 4 step process to benchmark your demand generation content. Demand generation content refers to web pages, blogs, eBooks, white papers, webinars, newsletters, and many others. Its role is to generate leads. Is your demand generation content better than your competition? An example: Step #3. Customer Think- here. There were.

Four Steps to Convince CEOs that Demand Generation Should be a Marketing, Not a Sales, Function

B2B Lead Blog

Tweet For most of us, the phrase “demand generation” conjures up things like campaigns, trade shows, and the corporate website. Despite all the newfangled marketing automation tools, most CEOs increase the funding for demand generation by authorizing the expansion of the sales organization. The Percent of the Sales Budget Spent on Demand Generation.

Is Revenue Contribution the Best Executive Metric for Demand Generation Investments?

B2B Lead Blog

But I wonder if revenue contribution is the best way to think about investments in lead generation. I’m not saying that lead generation doesn’t make a contribution in this area. To be sure, the rare, ingenious advertising campaign lights a bright fire that truly sparks demand. Brilliant examples of demand generation at its finest.).

Why Are You Ignoring The Biggest Part of Your Target Market? – Sales eXchange 191

The Pipeline

It is clear that many sellers are leaving money on the table using satisfaction as a threshold for change, for example, according to Bell & Patterson, in their “ Customer Loyalty Guaranteed ’, they show that “75% of customers who leave or switch vendors for a competitor, when asked, say they were ‘satisfied or completely satisfied’ with the vendor they left, at the time they switched.”.

CMO: Is Your 2014 Marketing Plan Obsolete?

Sales Benchmark Index

What are we doing to adjust to the market demands? In this post we’ll focus on the B2B Demand Generation (DG) plan. Download the 2014 B2B Demand Generation Planning template here to get started. B2B Demand Generation – Building a Base Plan. This is agile coaching; agile demand generation is no different. It’s now up to 45 months.

Why Sales Rejects Quality Leads?

Sales Benchmark Index

Without a comprehensive lead generation strategy, sales rejection of leads sticks around like a bad rash. Download the Sales & Marketing 10-Point Checklist to Lead Generation Alignment to evaluate with your peer in sales. Your demand generation team may be high-fiving themselves for activity, not results. It’s easy to pad demand generation numbers with bulk buys.

Poor 'Quality' Marketing Leads for the Dumpster?

Sales Benchmark Index

Without a comprehensive lead generation strategy, sales rejection of leads sticks around like a bad rash. Download the Sales & Marketing 10-Point Checklist to Lead Generation Alignment to evaluate with your peer in sales. Your demand generation team may be high-fiving themselves for activity, not results. It’s easy to pad demand generation numbers with bulk buys.

Marketing Needs to Put Skin in the Game

Pointclear

The mix should consist mostly of sales enablement, then demand generation, with less focus on awareness. Demand generation is typically the primary activity in the marketing mix, followed by enablement and then awareness. Whereas enablement and demand generation are marketing’s primary tasks for Tier 1 and 2 accounts, the main focus for SMB/channel accounts tends to be driving awareness, followed by demand generation and then enablement. For example, we estimate that inbound marketing efforts will produce about 35% of the gap revenue.

Surviving the Late Release of Your New Quota

Sales Benchmark Index

For example, you are still recovering from the slow first quarter start this year. Do you have to increase your demand generation efforts to get new leads? How will you stimulate demand? What/How do I train my sales people to generate more demand? How many appointments does each sales rep need to generate? Actions that generate revenue.

Quota 106

Excellence Accelerator – Unlock the Potential of Your Marketing Team

Sales Benchmark Index

Strong demand generation effort is required throughout the year to maintain a steady flow of leads to the sales field. SBI lead generation clients leverage the Implementation Matrix to guide plan structure and cadence. Impact’ is determined by evaluating the potential affect the idea will have on generating the expected outcome. In this case, demand generation program ideas to drive leads into the top of the funnel should be evaluated based on the following criteria; Expected conversion rate. Evaluate new ideas. Executive opportunity cost.

The Traps of ‘optimizing’ by Lead Source

Sales Benchmark Index

View the generation of leads in context of their conversion to qualified Opportunities for the sales force. That''s where SBI''s demand generation programs benefit from ProForma Lead Source assessment tools. Demand Generation teams should focus on these metrics: Cost per qualified Sales Ready Lead. In this example, the Google Adwords have a Cost per Lead of $552.

The Ultimate Cheat Sheet for Campaign Offers

Sales Benchmark Index

In this example, the downloadable tool includes valuable intellectual property. Here is just one example of the questions and why they are important to assess; Competition Lens: Do you know what offers your competitors are providing? This happened with one of my demand generation clients. B2B CMO’s are focused on driving revenue into the pipeline. But that’s not enough.

No One Wants Your Cold Calls

No More Cold Calling

New research from demand generation firm Vorsight paints an even more dismal picture of cold calling, suggesting it takes 60 to 90 dials to actually get meetings. For example, I read a lot of online content, particularly articles that cite research relevant to my clients or to my own business. When you get referrals, you get meetings with one call. Who has that kind of time?

Direct Content Marketing is Born – Prepare for 2013

Sales Benchmark Index

B2B Marketing teams are seeing fruit from their investment in content marketing to fuel Lead Generation efforts; 2-3x increase in the quantity of inbound leads. Demand Generation - Comprehensive View of Content Marketing. Lead Generation programs are fed by leads acquired through Demand Generation. Below is an example of an integrated campaign.

CMO’s ProForma – The Silver Bullet for Marketing Return on Investment

Sales Benchmark Index

A more robust framework for the ROMI (Return on Marketing Investment) calculation is required at the campaign level to provide a reliable picture of Lead Generation efforts. That's where SBI's demand generation programs benefit from ProForma campaign measurement tools. The ProForma is used for Demand Generation campaign pre-planning. That does happen. Summary.

Sustainable Sales Success – Tip 05 – The Educated Buyer

Increase Sales

Another report (Demand Generation Report) moved this percentage of being an educated buyer up to 77%. For example, if the sales lead has connected with me because he or she is seeking an executive coach, I may ask what have you learned about executive coaching? Sustainable sales success tips are all through the Internet. Let me explain. Real Life Sales Experience.

5 Sales Management Myths Debunked

Sales Benchmark Index

Find a different way to generate high quality leads. The office telephone is a dying demand generation tool. You can download an example here. If you''re a Sales VP, you probably recognize yourself in at least one example. I sat across the desk from Mike, the new VP of Sales. He had just been promoted 6 months ago. His team had missed the last two quarters.

How to Anticipate the Next Compelling Event of the Buyer Process

Sales Benchmark Index

The generator got louder as I approached. Only two other businesses had generators. For new customers, build it into the Demand Generation phase. Sales Reps should identify two types of compelling events: Unexpected: Hurricane Sandy is an example of an unexpected compelling event. Expected: The upcoming Presidential Election is an example. Personal Impact.

Buyer 96

Why Optimizing Your Website for Mobile isn’t Enough

Sales Benchmark Index

If you don’t, lead generation efforts will hit road blocks. The following examples point to best practices in leveraging mobile interaction. Example 1: Oreo Whisper Fight. Example 2: GoDaddy’s Perfect Match: When sexy meets smart your small business scores. Example 3 : The Coke Chase. So who was the winner of the 3 examples above? So who came out on top?

B2C 102

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

Pointclear

Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive. Rather, nurturing is a key stage in the overall progression of a holistic Demand Generation Program. This year I've been talking a lot about Nurturing. The impact?

How to Spot Where Your Customer is on Their Buyer’s Journey

Sales Benchmark Index

A Buyer Process Map will focus your marketing efforts for maximum demand generation. The image below is an example of a generic Buying Process Map. For example, a buyer moves from “Not in Market” to “Stimulated” after a Trigger Event. Why do my customers buy? What drives their buying behavior? When do they make their decision to purchase? Defining Key Buyer Actions.

Buyer 133

How to Drive Sales in 2014 with Content Marketing

Sales Benchmark Index

When trained and armed with the battle-tested tools, an Internal Content Marketing team can produce high quality demand generation content consistently. An example of the offering is below: Content audit and map. The annual CMI/MarketingProfs B2B Content Marketing Benchmarks study validates the move toward Content Marketing. Let’s look at the graph below from the study.

What Are My Competitors Doing That I Am Not?

Sales Benchmark Index

For example, narrowing down a short list of vendors is a key buyer action. For example, “How do I get my team behind the initiative?” The benefits to using BPMs to produce Contextual Content are twofold: Demand Generation – Relevant content attracts visitors to your site. The best marketers are producing more leads by generating Contextual Content. THE BENEFITS.

Buyer 81

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

Pointclear

Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? For example, say you are targeting American Express as part of your ABM strategy. There’s no doubt that Account-Based Marketing is on the up-and-up. You have to bear hug sales.

Do CEOs Need ‘Doers’ or ‘Strategists’ Leading Marketing?

Sales Benchmark Index

When generating demand is critical, they see this as a distraction better left to others in the marketing organization. Is able to provide examples of thought leadership based on direct field observation. Provides examples of including sales reps in campaign development. Pipeline Creation – Demonstrated results from Demand Generation, Inbound Marketing & Content Marketing campaigns. Can provide examples of identifying market problems their product solved. Shares examples of messaging they developed that drove demand into the funnel.

6 Ways To Make Sure Your Customers Get The Message

Sales Benchmark Index

The CMO world of multiple channels, social media, content marketing, demand generation, and lead development extends the importance of messaging to a much broader scale. For example, is the primary purpose to educate and inform? Alternatively, is your purpose to generate a call to action such as a free trial, subscription, or a purchase ? I’ll send an SOS to the world.

Buyer 107

How to Assess and Sequence Your Sales Initiatives

Sales Benchmark Index

For example, you may recognize that you have a massive demand generation problem. Dan cites the example of a sales VP facing a decline in revenue. A few weeks ago, I was talking to an SVP of sales. The topic was his number. The company’s revenue is in the $700M range. He had been given an aggressive goal for 2014. He was practically in a panic. "I I got out-negotiated.

The 6 Worst Decisions Sales Leaders Make

Sales Benchmark Index

It generates leads by pulling people to your website (and in other ways). Take the simple example of Marketing Automation technology. It can be wonderful for helping you stimulate and manage latent sales demand. The process defines your demand generation and lead management workflow. As we conduct research across 19 different industries, patterns emerge.

Why Your Buyer Personas Are Obsolete

Sales Benchmark Index

For example, you know buyers today are more social savvy. I have seen many buyer personas created at the tactical level, for example in lead generation or content marketing , but not strategically. They will be of a big help to those using buyer personas tactically for demand generation, content marketing, lead nurturing, and sales. Burton Richter, Nobel Laureate.

Buyer 105

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

Pointclear

These include: Lead and demand generation: How are we attracting and engaging the target audience in building a consistent flow of prospective buyers? If you need examples or have questions, feel free to reach out to me at pam@homeportmarketing.com. In part one , I provided insight into the why and what of a lead-to-revenue assessment. Step 1 – Revenue Influencer Feedback.

What the Fortune 500 List Teaches the Sales SVP

Sales Benchmark Index

For example, how long is your sales cycle? Demand Generation and Lead Management. The Fortune 500 list is out. It’s the annual ranking of America’s largest corporations. There’s one aspect of the list that’s pretty amazing. Only 57 of the original Fortune 500 have been on the list every year. This fact illustrates a simple truth. Making the Number one year is easy. It’s Q2.

10 Causes of High Sales Rep Turnover - Which One Is Yours?

Sales Benchmark Index

Here’s a sales rep turnover example. Unfortunately, many marketing organizations confuse demand generation with providing leads. Plagued by Sales Rep turnover? Is it high compared to your competitors? If this is a trend, do you know why? This post is to help discover the root cause of Sales Rep turnover. It is for HR Business Partners working with Sales Leaders. Per 100 Reps*.

The Rise of the Agile Performance Review

Sales Benchmark Index

Content creation & demand generation. Learn from the example of leading sales organizations. The traditional annual review process is a waste of time. Most HR and Sales leaders who just completed this mid-year chore would agree. It did nothing to get closer to Make the Number. The accelerated pace of today’s selling environment requires a new kind of performance management.

How Well Do You Know Your Customer?

Sales Benchmark Index

Marketing not only has to stimulate demand, it has to nurture buyers until they are ready to engage with a rep. The insights gathered and analyzed help inform and shape your marketing strategies: Demand Generation, Content Creation, Branding and Lead Nurturing. For example: What are they doing when they are not in the market for your solution. Are my customers spending?

Buyer 100

Your Best Sales Rep: The Internal Content Marketing Agency

Sales Benchmark Index

Generate leads for your team through effective Demand Generation. Let’s examine two quick examples: How often will you generate content and what will it be about? Want a battle-tested example of a Production Schedule? These are just two examples of tools you need to support an ICMA. I provided them as two examples of elements you should think through. According to Gartner, 99% of buyers of complex products and services begin their purchase process with a Google search. When that buyer types in a search term, do they find you? It’s hard.

Buyer 81

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

Pointclear

Here’s an example: I am Joe Schmo at ACME Co., Did they view the recording when it became available on demand? Lead scoring can definitely play an integral role in increasing the value of marketing programs and demand generation, but it needs to be implemented in a more thoughtful way that reflects the progression of intent to move toward actually buying from you.

Is Your Lead Generation Efforts Keeping Pace with the New LinkedIn?

Sales Benchmark Index

Now is the time to double down on your LinkedIn Lead Generation efforts by engaging these new features: Endorsements. More content equals more insights into connections with these benefits: More precise targeting options for your demand generation campaigns. This translates into increased insight for prospecting and increased targeting capabilities for Demand Gen campaigns.

Marketing Credibility Starts with Sales Kick-off

Sales Benchmark Index

Lead Generation involvement is an accepted reality. Demand Generation campaigns are executed to insert influence into the buying process. What you will find are real life examples that validate or question marketing hypothesis. These real life examples sharpen understanding. World Class marketing leaders approach Sales Kick-off as an engagement opportunity.

Are Your Lead Generation Efforts Keeping Pace with the New LinkedIn?

Sales Benchmark Index

Now is the time to double down on your LinkedIn Lead Generation efforts by engaging these new features: Endorsements. More content equals more insights into connections with these benefits: More precise targeting options for your demand generation campaigns. This translates into increased insight for prospecting and increased targeting capabilities for Demand Gen campaigns.