Optimize Your Demand Generation Spend

Sales Benchmark Index

Revenue attribution models give executives a clear line of sight from the corporate strategy through customer. Modern marketing organizations operate as revenue centers, not cost centers.

The Culprit for Your Failed Demand Generation Project Is Likely Poor Execution, Not Poor Design

Sales Benchmark Index

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. There is only so much active demand in a given market.

Stop Selling and Start Teaching to Improve Demand Generation

Sales and Marketing Management

Author: Ray Kemper, Chief Marketing Officer, Televerde Customer relationships. In fact, good customer relationships are usually the result of a good sales engagement. You’ve demonstrated your ability to provide a superior solution and value while showing you’re the right fit for the customer’s culture and needs. But that brings us back to the perennial question: how do we fuel demand generation and make that first positive selling experience happen?

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. Customer Think- here.

How one company’s disciplined, targeted approach to demand generation delivered big results


The previous 18 months had seen investments in lead generation stop, all existing leads dry up and revenue drop by $200M. Through what we labeled the “Revenue Delivery System,” JD Edwards sales and marketing leadership invested in a strategic approach to drive demand generation and equip the sales team to effectively sell to targeted markets. Market Segmentation and Past Sales Success Laid a Framework for Demand Generation.

The Technology Marketer’s Guide to Customer Marketing

Sales Benchmark Index

Joining us for today’s show is Jennifer Arnold, a marketing executive who knows a thing or two about generating revenue. Today’s topic is customer marketing and how to grow revenues from existing customers. Marketing Strategy Podcast ABM Account Based Marketing b2b marketing buyer preference buyer process customer marketing Demand Generation revenue growth sales and marketing interlock software marketing technology marketing

The Startup’s 4-step Guide to Building Strong Sales Pipeline

DiscoverOrg Sales

But I’m doing the job of demand generation, AND customer marketing, AND product marketing, AND the sales development team … with a bare minimum of tools to make that all happen!”. And quite frankly, I don’t have enough customers yet to even know who my best customers are.”.

Customer Success Storytelling leverages Customer Experiences

Babette Ten Haken

Customer success storytelling leverages customer experiences. These stories portray the actual experiences an organization’s own customers have, when working with that organization. How can organizations capture their customer success stories ?

Old Fashioned Sales Tactics that Your Small Business Can Utilize

The Pipeline

Most businesses, whether they are small, large, brand new or established, are turning to more high tech sales tactics to gain and retain customers. It’s all about keeping the customer happy anyway, right? Print marketing companies such as Val-Pak still mail coupons to their customers.

First Post 2014 – Let’s Cut The S*#T – 1

The Pipeline

Sellers not only control their success, income and destiny, but have more loyal clients, willing to pay full value, and rely on the seller based on their contribution to the customers’ success. By Tibor Shanto - tibor.shanto@sellbetter.ca. Buying Vs. Selling.

Are You Maximizing the Yield of All Leads that Enter Your Funnel?


Whether your sales and marketing teams are crushing their numbers or they are struggling to generate sufficient pipeline, there is always a desire for more leads at the top of the proverbial funnel.

Can You Switch Hit For Sales Success?

The Pipeline

Each territory had two hunters, one for each product, two account development/management (AD) people, again one for each product, and an administrative person, all supported by a central customer care group, as to not overwork the front line folks.

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

The Pipeline

Attitude Business Acumen Buying Process Change Management Demand Generation execution Gap Selling Interactive Selling Leadership Sales 2.0 By Tibor Shanto – tibor.shanto@sellbetter.ca.

Putting the Customer First

Igniting Sales Transformation

Here is what you’ll hear in my conversation with Sydney about why putting the customer first is a significant business advantage. One of SalesLoft’s core values is customer first. She brings passion, skill, and a customer-centric focus to drive tangible results.

Demand Generation In the Face of Frugalnomics and Internet Fueled Decisions

The ROI Guy

Formally defined, Demand Generation is the use of targeted marketing programs to address four key objectives for B2B marketers: Building awareness of a company’s products and services; Establishing relevance to a prospective buyer/end user; Supporting validation for the purchase; and Mitigating customer concerns. This shift in B2B buying cycles and requirements has significant impacts on marketing and demand-gen success.

An Ingenious Way to be the First in the Door and Close the Business 63% of the Time

Smart Selling Tools

In a recent article on Forbes, “You’re Doing It Wrong: Demand Generation,” Patrick Spenner, Managing Director at CEB’s Marketing & Communications Practice , makes a strong argument for why this approach is taking B2B marketers in the wrong direction.

The Secret To Getting Better Results From Your Events


Actively engaging prospects and customers before, during and after the show is critical to getting the most out of any event. 3 – You send a customer an email asking to schedule a meeting at an upcoming event to discuss their renewal. Blog Demand Generation Lead Generation

End Death by PowerPoint and a 1,000 White Paper Cuts

The ROI Guy

Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements.

Do you have the Right Marketing Team for Customer Acquisition?

Sales Benchmark Index

Few marketing teams of $100M+ companies are built for modern demand generation. B2B CMO’s are being asked to increase the impact of customer acquisition in 2013. Building World-class Lead Generation programs begins with assessing current state.

The Secret Unfair Advantage For Your Sales Team


But what if I told you those qualified leads – sales-ready leads that surround the future customers you’re already engaging – are at your fingertips, sitting in your inbox just waiting to be discovered? Last year, they sent more than 30 billion emails on behalf of customers.

A Better Way to Go Mobile – Interactive White Paper (powered by Alinean)

The ROI Guy

A mobile application platform provider had an urgent requirement to generate a wealth of qualified leads, particularly connecting and engaging with enterprise web and application managers seeking to take their apps mobile in a timelier, more cost effective manner.

How Well Do You Know Your Customer?

Sales Benchmark Index

Meeting with their leadership team, I asked “ Do you know your customer? ” Yes… we better know our customer”, was the response from the head of marketing. She mainly talked about their customer surveys. Are my customers spending? Why are my customers spending?

How to Reduce Churn, Drive Customer Trust and Loyalty, and Maximize Revenue – Interview with @strikedeck

Smart Selling Tools

Shreesha: Strikedeck is the most powerful and comprehensive Customer Success solution, enabling businesses to reduce churn, drive customer trust and loyalty, and maximize revenue through innovative automation and integration technologies.

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Is using an ROI / TCO Calculator too difficult to let buyers do this themselves from our web site?

The ROI Guy

ROI / TCO Analysis Tools can be designed specifically for self-service use by prospects / customers from your web-site or marketing portal. TCO Calculator Demand Generation ROI TCO Pisello Alinean ROI Calculator

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How does Alinean decide which customer profile data points to use in order to personalize the Interactive White Paper?

The ROI Guy

However, you do want to have enough profile information and pivot points to enable the content to be intelligently customized and relevant. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. interactive smart content interactive white paper Demand Generation Pisello Alinean

Sales and Marketing Alignment in 2013? Not so Fast!

The ROI Guy

Sales leaders currently rank Sales Enablement as their number one requirement from Marketing, besting the need for more Demand Creation, Solution Marketing help and Channel Support in studies by SiriusDecisions.

IBM SmartCloud Enterprise Plus TCO Interactive White Paper (powered by Alinean)

The ROI Guy

IBM wanted to generate more demand for it’s SmartCloud solution via thought leadership on their solutions significant TCO advantages. Click here to get your own customized white paper.

Optimize Content Marketing by Facilitating the Buyer’s Journey

The ROI Guy

Later during the buyer’s journey, economic focused executives demand that every investment deliver a bottom-line impact, positive return on investment, and quick payback. These buyers are demanding marketers to create content that is more concise, relevant and personalized.

Buyer 99

Be Provocative in 2012 As More Of Buyer’s Budgets Are Up for Grabs

The ROI Guy

Being provocative is a sales and marketing requirement in order to get your fair share of deals in 2012, this according to the annual B2B Buyer’s survey of Demand Creation Specialists (DCS).

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How long does it take a user to interact with the Interactive White Paper tool to generate and receive a customized white paper?

The ROI Guy

Most Interactive White Papers are developed with only a handful of questions, usually limiting the profile the customer needs to complete to less than 5 questions. interactive smart content interactive white paper Demand Generation Pisello AlineanAs such, the user should be able to answer the profile questions, register (if not registered already) and download a completely personalized white paper in less than two minutes.

6 Ways To Make Sure Your Customers Get The Message

Sales Benchmark Index

Yet, as you walk down the hall – you have this feeling of hoping that customers will get your message. 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.

Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?

The ROI Guy

Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. interactive smart content interactive white paper Demand Generation Pisello AlineanFor example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency.

Does Alinean support customization of the Interactive White Paper content using qualitative as well as quantitative data?

The ROI Guy

Yes, depending on the purpose of the Interactive White Paper , you may want to customize quantitative content, such as: An analysis of the potential savings / benefits the solution could deliver, The total cost of ownership (TCO) advantages of the proposed solution versus the currently installed solutions / status-quo, S izing and pricing estimates, P rojected ROI. interactive smart content interactive white paper Demand Generation Pisello Alinean

Alinean Adds Six New B2B Customers During the First Quarter 2011

The ROI Guy

May 10, 2011 /PRNewswire/ -- Alinean, the leading creator of value-based interactive sales and marketing tools for business to business (B2B) solution providers, today announced the addition of six new customers during the first quarter of 2011, expanding its list of top B2B vendors who are improving sales and marketing effectiveness to a new breed of B2B buyers. These new customers add to Alinean's ever-growing list of over 100 leading B2B vendors.

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What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. interactive smart content interactive white paper Demand Generation Pisello AlineanBased on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs.

Can we collect lead / registration information from marketing tool users?

The ROI Guy

The tool has its own registration form, which can be customized, or it can pass registration to your own registration form / system. Demand Generation B2B interactive marketing Registration Pisello Alinean Lead Generation

Does Alinean support integrating video content into the Interactive White Paper?

The ROI Guy

V ideo is a recommended approach when it comes to presenting research, opportunity ideas, and especially for customer case studies, where you have video of customers themselves speaking about the solutions. interactive smart content interactive white paper Demand Generation Pisello AlineanLinks to video content can be included, and are recommended to lend an even more personal touch to the white papers.

There is content that will be required to support the customization within the Interactive White Paper – how does that content get developed?

The ROI Guy

In some instances, customized content needs to be developed. Our Alinean analysts will help to identify that content that needs to be developed, and then either your own resources, or our Alinean analyst resources can help write the small percentage of custom content you might need to support the personalization. interactive smart content interactive white paper Demand Generation Pisello Alinean

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

Sales Benchmark Index

Why do my customers buy? A Buyer Process Map will focus your marketing efforts for maximum demand generation. Once complete, you can produce content that resonates with your customers. To understand the Buyer’s Journey, you need to map your customer’s buying process.

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