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.

Social Media Demand Generation: A Q&A


B2B marketers have long since understood the benefits of social media—yet many still struggle to leverage its full potential as a demand generation tool. In fact, 49% of B2B marketers rank social media marketing as the most difficult lead generation tactic to execute ( source ).

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 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!”. Specific technology in place that your tool complements or replaces.

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

The Pipeline

Getting to those buyers involves work, you need to use efforts and ideas that, not apps and tools. Attitude Business Acumen Buying Process Change Management Demand Generation execution Gap Selling Interactive Selling Leadership Sales 2.0

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. Example of Disqualified Reasons.

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.

What is the Value of a Lead?

The ROI Guy

The Value of a Lead The new content and tools are likely to require an investment on your part, to develop the new content and interactive tools to meet new buyer expectations. 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.

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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. In the middle to later stages of the buying cycle, these same buyers could be guided towards relevant case studies and business case / ROI Tools, while more technical buyers could be prompted towards demos and free evaluations.

Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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The Ultimate Cheat Sheet for Campaign Offers

Sales Benchmark Index

In this example, the downloadable tool includes valuable intellectual property. CMO’s can use the tool to drive increased performance. Download the Offer Strategy Assessment tool to drive higher campaign conversions. This happened with one of my demand generation clients.

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. In this example, the Google Adwords have a Cost per Lead of $552.

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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. The Marketing Implementation Assessment Tool provides the following benefits: Maximize Feasibility of Success. SBI lead generation clients leverage the Implementation Matrix to guide plan structure and cadence. Complete a brief form to download the Marketing Implementation Assessment Tool.

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.

Surviving the Late Release of Your New Quota

Sales Benchmark Index

Get it here along with over 90+ tools by registering for our research tour. 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?

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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. But you can give Sales the tools to quickly assess them. Expected: The upcoming Presidential Election is an example.

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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.

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. They bring binders, sales tools, and laminated glossy sheets. They use the tools for the first week, then stop. You can download an example here.

Why Optimizing Your Website for Mobile isn’t Enough

Sales Benchmark Index

If you don’t, lead generation efforts will hit road blocks. Mobile adoption as a marketing tool became readily apparent as we watched the latest Super Bowl commercials. The following examples point to best practices in leveraging mobile interaction. Example 1: Oreo Whisper Fight.

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.

How to Assess and Sequence Your Sales Initiatives

Sales Benchmark Index

The SBI Sales Initiative Assessment Tool has answers. No matter what initiatives your sales organization is considering, this tool carefully evaluates them. For example, you may recognize that you have a massive demand generation problem.

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

Sales Benchmark Index

Included is a tool that helps pinpoint your root cause of turnover. $25 Here’s a sales rep turnover example. Unfortunately, many marketing organizations confuse demand generation with providing leads. Get the tool and start looking for the symptoms/asking the questions.

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. Dollars are being allocated for things like marketing automation tools and lead development reps.

My Secret Weapon For Increased Database Health


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. While this is an effective tool for collecting basic contact information, it’s not without limitations.

The Rise of the Agile Performance Review

Sales Benchmark Index

It includes a tool to customize for your own agile reviews. The Agile Performance Review is just one of a range of tools you''ll receive. CRM tools now include dashboards that give instantaneous views. Content creation & demand generation.

3 SEO Metrics CMO's Can Use to Drive More Leads in the Funnel

Sales Benchmark Index

What channel of Demand Generation can yield the highest return and sustained success? This post serves as a tool for you to understand the top three KPIs, why they are important to you, and context to provide your team SEO direction to drive more leads.

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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. They help create sales enablement tools, sales value prop messing, demos and presentation decks to ensure the success of your sales team. Is able to provide examples of thought leadership based on direct field observation. Provides examples of including sales reps in campaign development.

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Why Your Buyer Personas Are Obsolete

Sales Benchmark Index

For example, you know buyers today are more social savvy. To help you get started, I am providing a buyer persona assessment tool here based on the factors mentioned above.) “Starving the future to feed the present is a mistake - it leads to obsolescence and stagnation.

Marketing Credibility Starts with Sales Kick-off

Sales Benchmark Index

This free tool helps you prepare by indentifying possible gaps and points of validation. Lead Generation involvement is an accepted reality. Demand Generation campaigns are executed to insert influence into the buying process.

How Giving Money to Your CMO Will Save Your 2013

Sales Benchmark Index

This year’s SBI Q3 Tour- Make the Number: How your Peers are Allocating People, Money and Time in 2013 provides research-backed strategies, plans, approaches, and tools that are used by many of the best organizations in the world. The example illustrates the use of an independent benchmark.

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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.

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.

[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.

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2 Ways to Dominate 2014 on Your Current Budget

Sales Benchmark Index

Here are a few examples of these types of projects: Building demand generation campaigns. Generating a custom sales process to stay up to speed with the massive changes in the buyer’s journey. We’ve all had moments where we get great business ideas.

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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.

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? This is the actual tool SBI’s blog teams use as a template. 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.

How to Fast-Track New Rep Productivity

Sales Benchmark Index

Marketing / Demand Generation Campaigns / Lead Management. Technology and Tools. Participate in Learning Requirements (example: give training course). Download this tool & follow the five steps above to get your new reps productive… and fast.

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Why Sales Leaders Hate Your Advertising Agency

Sales Benchmark Index

This response by marketers is driven by growing demands for CMO accountability. For example, sweeping generalizations such as; “We waste millions with the ad agency and get nothing for it.” Demand Generation.

3 Stages of Competitive Channel Programming


For example, it is helpful to understand: How your product sells, and how easily that can be transferred to partners. Introduction of new tools and resources. Demand generation tactics, leads and marketing platforms.