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

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. An example: Step #3.

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 –

Old Fashioned Sales Tactics that Your Small Business Can Utilize

The Pipeline

For example, a new, online kids clothing boutique could partner with a photography studio and offer a special for a free photo shoot with purchase, or a coupon for a discount on clothing with every photography session purchased. Guest Post – Megan Totka.

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.

Marketing Needs to Put Skin in the Game


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.

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?

Quota 111

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. The following is an example scenario to demonstrate the trap involved.

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. For example, Google Adwords is a proven tactic in all SBI demand generation programs.

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?

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. Below is an example of an integrated campaign.

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. When you get referrals, you get meetings with one call.

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.

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?

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. Expected: The upcoming Presidential Election is an example.

Buyer 100

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.

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.

B2C 105

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.

Buyer 86

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?

Buyer 136

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


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. They provided us approximately 50% of their leads generated that year, about 1,500.

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.

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


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.

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.

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? I’ll send an SOS to the world.

Buyer 110

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.

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.

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.

Buyer 109

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.

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


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

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?

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.

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.

Buyer 104

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.

Buyer 84

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.

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.

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.

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


Here’s an example: I am Joe Schmo at ACME Co., Did they view the recording when it became available on demand? Others are making adjustments such as investing in next generation predictive lead scoring systems that address group buying (vs.

How Sales SVPs Improve New Logo Acquisition Immediately

Sales Benchmark Index

Marketing has plans to help with better Demand Generation and Lead Management. People are starting to understand the science of increasing interest and demand. You’ll get examples of screen shots and more details on how to use them.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]


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? Here's the thing: Account-Based Marketing is not really about lead generation at all.

I’ll Never Make That Mistake Again. Ever.

Dave Stein's Blog

For example, Columbia State University is a known diploma mill, where a person pays for a fake degree, but you will see people listing MBAs from this institution on their LinkedIn pages. A number of years ago a situation developed which left me embarrassed and questioning my capabilities.