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

But that brings us back to the perennial question: how do we fuel demand generation and make that first positive selling experience happen? But they may willingly sign up to become your student when there are no strings attached, allowing you to boost demand generation in several ways: Trust – Because you’re offering this education with no stipulations, prospects will realize you have their best interests at heart.

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.

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!”. In the example above, the company’s industry – financial services – is Fit data.

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.

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.

Case Study: QuickMobile By Cvent Uses Reply Email Mining To Update 75%+ Of Their Database And Add More Than 48,000 New Leads

LeadGnome

QuickMobile by Cvent is a perfect example of this. Blog Case Studies Database Integrity Demand GenerationI love it when an organization transitions from the painful, manual process of reviewing email replies to the streamlined, automated process using LeadGnome.

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.

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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

Sometimes that content might not exist, for example, you might want to personalize the white paper based on industry / size and location, but not have enough case studies to match all of those dimensions. interactive smart content interactive white paper Demand Generation Pisello Alinean

What is the Value of a Lead?

The ROI Guy

However, we aren’t looking for the absolute contribution, just a conservative method to determine if the value of each lead the marketing program generates, so we can be sure it will be worth investing in, and a so we can begin assigning some value to the program once its up and running. Worth more or less than this example? interactive smart content interactive white paper Demand Generation Value Marketing Pisello Alinean Lead Generation

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

The ROI Guy

For 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. interactive smart content interactive white paper Demand Generation Pisello AlineanOften, 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.

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

For example, the typical B2B prospect receives an average of 20.3 According to IDC research, 62% of B2B vendors now need more leads in order to generate the same amount of sales, and 72% indicate an increase in sales cycle time over the past 6 months.

Does Alinean usually require registration to get the Interactive White Paper download?

The ROI Guy

As an option, if the user is already registered on the portal / website, this registration information can be fed into the Interactive White Paper, to save on any data entry (for example on Company Name or Industry), and to bypass registration prior to download. interactive smart content interactive white paper Demand Generation Pisello Alinean

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.

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. It’s easy to pad demand generation numbers with bulk buys.

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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. It’s easy to pad demand generation numbers with bulk buys.

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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.

My Secret Weapon For Increased Database Health

LeadGnome

The combination of traditional marketing (demand generation) and lead development (LDR/SDR) have so much more potential when we close the loop on email outreach. One LeadGnome customer recently requested a CPL (Cost Per Lead) analysis, which is a standard metric for demand generation.

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.

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[VIDEO] Whiteboard Wednesday: Sales Emotional Intelligence (Dave Sill)

DiscoverOrg Sales

Before we get started with some practical examples that you can apply in your selling efforts immediately, I want to talk about a tendency when emotions come up in a selling context. This is one example of how you could intend a better outcome by controlling your emotions.

Video 156

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.

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?

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2018 B2B Email subject lines: What’s Hot, What’s Not

DiscoverOrg Sales

Do you have time to read through a million examples of email subject lines to find best? We sifted through top blogs the best email subject lines of 2018, plus some fresh, real-life examples from our own SMEs – and pulled out the best of the best, so you don’t have to.

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How Much Leads Cost

Pointclear

For example: “The average cost per lead across all the companies surveyed is almost $200 ($198.44).Admittedly, see marketing charts analysis of HubSpot’s “2017 Demand Generation Benchmarks Report” ). Sales is focused on the quality of the leads and revenue generated. I review a lot of content on this topic and am amazed at what I find written about lead cost.

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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?

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.

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.

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.

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.

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?

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

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.

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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.

Five techniques to bridge the marketing-sales chasm

Sales Training Connection

Ride-Alongs – Marketing leadership, demand generation, product marketing, sales enablement, business development, and product management should each go on at least 6 sales calls a quarter. Marketing-Sales Alignment. Much has been written about the Marketing-Sales chasm.

[VIDEO] Whiteboard Wednesday: Sales Emotional Intelligence (Dave Sill)

DiscoverOrg Sales

Before we get started with some practical examples that you can apply in your selling efforts immediately, I want to talk about a tendency when emotions come up in a selling context. This is one example of how you could intend a better outcome by controlling your emotions.

Video 148

Should Marketing Be Held to the Same Quota Standards as Sales?

Pointclear

Andy Gray is a senior marketing professional with proven expertise in directing, centralizing, and strengthening how customers are acquired and retained as well as how companies are positioned through marketing strategies, demand generation, sales support and enablement programs, market research and product development. Should we simply, for example, measure the accounts closed, the sales that result pre vs. post, the incremental revenue achieved, the ROI for each sales stat?

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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.

This Is Not Your Father’s Marketing Plan, and That’s Good

Sales and Marketing Management

In the demand generation stages of Capture, Nurture and Convert, rely on eBooks, white papers, webinars and third-party content like analyst reports and case studies to validate why you’re right vendor. For example, the objectives of Attract tactics could be to increase inbound activity and website traffic and amplify social media engagement. Examples: A new channel or tactic to unearth new opportunities for the business.

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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.

Want Better Lead Generation? Get Marketing & Sales in Line

DiscoverOrg Sales

I’ve been involved in sales enablement and lead generation since the term was just getting popularized in the B2B tech sector around 2006. Sales enablement really boils down to how marketing can help make sales more successful, and this can be accomplished through a range of program areas including technology, intelligence, content, analytics, training, and demand generation. Marketing-generated awareness. Marketing-generated demand.

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.

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.

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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.