The Demand Generation Strategy Guide


These are just a few pillars that define demand generation. Learn more about how a successful demand generation strategy can help to nurture the long-term relationship between your brand and customers. What is Demand Generation? The Demand Generation Funnel.

9 Killer B2B Demand Generation Strategies To Fuel Your Marketing

Sales and Marketing Management

Author: Robert Jordan Demand generation, unlike traditional marketing strategies, refers to a data-driven marketing approach that aims to create awareness or interest for your company’s service or product first before selling them.


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

SBI Growth

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 ). Although demand generation and lead generation aren’t the same, they do go hand-in-hand. What is social media demand generation?

How to Improve Demand Generation with Empathy

Speaker: Brian Carroll, CEO & Founder of markempa

The highest priority for B2B marketers is effective demand generation (increasing lead quality and quantity). However, we can get so caught up in our ABM strategies, systems, tools, and investments that we lose sight of building deep empathy for the people in the accounts. In this webinar, you’ll learn how to go beyond rational-logic-based sales/marketing and adjust your strategy to understand better how buyers feel so that you can connect and help more customers buy.

Is it Time to Add Chatbots to Your Demand Generation Engine?


Is it time to add chatbots (or live chat) to your demand engine? Chatbots are a lead generation machine capable of driving forward conversations, which are the start to a great customer relationship. Email and social media campaigns are proven ways to generate demand through content.

The 7 Keys to an Unbeatable Revenue Marketing Strategy

SBI Growth

For many industries and companies, the pandemic has changed sales and marketing forever. In some ways, the changes manifest accelerating trends that were already in motion, and in other ways, the changes are new, permanent disruptions. Of course, every disruption.

Demand Generation Advice for the CEO

SBI Growth

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. Active demand is when a prospect is going to buy something.

Evolve or Die – Guide to Helping Legacy Marketing Staff Thrive

SBI Growth

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.

What Top Performing CMOs Plan to Focus on in 2020

SBI Growth

Much has been written in recent months about the demise of the CMO position. While such a drastic assertion is great for grabbing business headlines, the reality is, as usual, decidedly more nuanced. As the marketing function has evolved over the.

Using Social Tools for B2B Storytelling & Demand Generation [Webinar Replay]


Earlier this week, the Marketing Cloud hosted a great webinar, Using Social Tools for B2B Storytelling & 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. A tool like DiscoverOrg will allow you to build both a list of those companies with those characteristics, key contacts at the accounts, and detailed information about what’s happening within them, in literal seconds.

What You Can do TODAY to Build Sales Pipeline This Quarter

DiscoverOrg Sales

And it’s not hard to follow, if you know what to look for and have the tools to track it. That’s Intent data: The cloud of information generated by online searches, downloads, and clicks online. Whatever your personal feelings about “social selling” – it’s a fact that social media is a perfect awareness tool. If you’re singing the Blues after Q2 , it’s time to change your tune.

How Science Can Save the Lost Art of Direct Response Copywriting

Corporate Visions

Anyway, the other thing I remember about olden times was that demand generation and marketing campaign professionals used to be experts at direct response copywriting! Unfortunately for many demand generation professionals today, their inability to write a compelling, cohesive story is no exaggeration. If you really want to generate more marketing qualified leads and build a growing pipeline, don’t look for yet another shiny new software tool—get back to basics.

B2B Demand Generation Boot Camp: Next Gen Inside Sales Training

Green Lead's B2B

Demand Gen Basics - Yes, we specialize in appointment setting, but we are in the industry of Demand Gen and appointment setting isn't just about dialing the phone any more. With unlimited data licenses at four vendors, search tools that didn't exist just four years ago, autodialers, power dialers, Google alerts, social media and other techniques -- this business is a specialized trade now and the new skills need teaching.

An ‘Easy Button’ for Prospectors!

The Pipeline

So any time you can find a tool that helps you reduce the time it takes you to do a high-value activity, and lets you do it in a better way with better results, you know you have a competitive advantage. Add to that the real bonus that it is cost effective, and you have a sales tool that is a no brainer. The tool in question is Leadferret.

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. Valuable research and interactive tools are required.

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. As the head of an inside sales team or a demand generation leader, you’re probably having frequent discussions about increasing lead volume or improving lead quality.

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 By Tibor Shanto – There seems to be wide agreement that at any given time, only a small percentage of your target market is Actively Looking for what your are selling, estimates seem to be about 15%.

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


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. Join Geoff Rego, Co-Founder of Hushly and Nancy Nardin, President of Smart Selling Tools to experience the next frontier of Demand Generation. .

Lead Gen Is Not the Finish Line: How Marketing Can Contribute Measurable Lift in Sales Revenue

Accent Technologies

It's important as a marketer to know the tools that are available to in order to track your contribution to revenue lift. One of the most fulfilling aspects of a career in demand gen is that you can directly impact revenue generation. There are so many facets of marketing that have a direct impact on revenue. It feels incredible to know that the activities you do daily, lead to your company’s success.

ROI now Guaranteed on Alinean Value Marketing Tools

The ROI Guy

As a result, you absolutely need to invest in Value Marketing Tools to drive revenue: challenging the “do nothing” buyer to take action, justifying the investment in your proposed solutions, and quantifying your differentiating value. But how can you be sure that the investment in Value Marketing Tools will pay-off? All campaigns leverage the Alinean Value Marketing Tools to help drive superior response rates, and target qualified members of specific communities.

ROI now Guaranteed on Value Marketing Tools

The ROI Guy

Alinean announced this week an ROI Guarantee for Value Marketing Tool campaigns. Designed for B2B marketers, to drive better engagements and assure that lead generation goals are exceeded, this program combines compelling Interactive White Papers and Benefit Estimators with integrating e-mail marketing to exclusive targeted communities. All campaigns leverage Alinean Value Marketing Tools to drive superior response rates and target qualified members of specific communities.

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

The ROI Guy

The Alinean powered tools are built / hosted on Alinean’s XcelLive platform , which has a number of lead capture options and connectors to integrate this information into your CRM / lead nurturing system. 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

ROI 40

Customer Success Storytelling leverages Customer Experiences

One Millimeter Mindset

Truth be told, customer success storytelling is more than a content marketing and demand generation exercise. Babette’s playbook of collaboration tools, Do YOU Mean Business? , Customer success storytelling leverages customer experiences. Regardless of whether, or not, an organization hires others to create this content. These stories portray the actual experiences an organization’s own customers have, when working with that organization. Nothing artificial.

SME 45

OpenText Enterprise Content Management IWP

The ROI Guy

OpenText needed to generate more demand for its Enterprise Content Management solutions, and provide compelling insight to potential buyers about the business challenges in managing information growth, the complexities of new regulations and policies, and value of an Information Governance program. Click here to see the tool in action. interactive smart content interactive white paper Demand Generation OpenText Value Marketing Pisello Alinean Lead Generation

Campaign Mode: Delivering Pro-Forma Business Value Analyses to Hundreds of ABM Prospects Each Month

The ROI Guy

And one of the best ways to do this with your Alinean tools is leveraging our unique Campaign Mode feature. Let us demonstrate how to leverage Campaign Mode on the Alinean ValueStory Cloud platform and for your ROI / TCO Tools: ABM Account Based Marketing Account Based Selling Alinean Campaign Mode Demand Generation Mass Upload Pisello ROI Analysis TCO Value Marketing Value Selling

Mobility Value Estimator (powered by Alinean)

The ROI Guy

The marketing team turned to Alinean to develop the Mobility Value Estimator , an on-line value selling and marketing tool, which in 10 minutes could build a compelling case for a better mobile strategy. The analysis tool includes a quick profile, maturity assessment, and value estimate – resulting in a compelling PDF analysis report – empowering prospects with the important value story and credible metrics to motivate and prioritize a better mobile solution.

The Secret Unfair Advantage For Your Sales Team


Some quick math tells us that in 2017, Marketo users generated 600 million replies, 540 million OOO replies, and added more than 20% net new contacts to their database ! Expand Reach Within Target Accounts With Out Of Office Replies Mining OOO replies generates a wealth of information about your existing leads (such as name, phone, mobile, address) and like I said above, more than half of them contain at least one alternate contact.

Can the Alinean-powered assessments / analysis be fed data from other tools to jumpstart or automatically create analyses?

The ROI Guy

Yes, the Interactive Content Integration service can be used to feed information from CRM /marketing automation solutions or other applications into the Alinean tool, where this information is then used to intelligently populate key entries and jump-start the analysis for the user. The Alinean tools even supports a special mode that allows the tools to be proactively fed data and run in the background to produce and share / hand back report / results.

ROI 40

How does Alinean maintain the Interactive White Paper content and tool?

The ROI Guy

A special ValueExpert™ Authoring training class and certification provide the skills your team needs to proficiently maintain Interactive White Paper and other sales / marketing tools using the Alinean XcelLive™ platform. interactive smart content interactive white paper Demand Generation Pisello AlineanIt is very easy for us to maintain and continue to evolve the content within the Interactive White Paper , and the personalization rules.

ROI 40

Can the user information captured with the Alinean-powered marketing tools be shared with CRM / marketing automation solutions?

The ROI Guy

When a user runs an Alinean powered-tool, via the service, the registration information from your own registration system can be fed into the Alinean tool, pre-filling in key profile information. When registration information is captured from the Alinean tool, the service interacts to capture and share the registration information, as well as information beyond the registration profile, to include current opportunities, assets, costs, configurations and key analysis results.

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

interactive smart content interactive white paper Demand Generation Pisello AlineanMost 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. As 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.

ROI 40

How ABM Can Help You Drive Revenue in 2020

SBI Growth

It’s coming up on the end of the third quarter and demand generation at the top of the funnel has been cooling off. As the leader of a marketing organization, you are getting pressure from the top to make changes.

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. Self-service tools are simplified to provide prospects / customers with a credible analysis, but one which can be produced with just a few minutes of interaction. These tools are used to help connect and engage, communicating and educating the potential buyer on the quantified value that their organization can gain from proposed solutions.

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). With Frugalnomics in full effect, it is more important than ever to provide today’s more empowered, skeptical and frugal buyer with the research content, justification tools and peer advice to help facilitate purchase decisions.

ROI 61

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. By a wide margin, SiriusDecisions indicates that Marketing would rather spend the incremental 10% on their bread-and-butter, Demand Creation (35%), followed by Brand (17%). The demand for better Sales Enablement has increased dramatically over the past three years.

ROI 62

Optimize Content Marketing by Facilitating the Buyer’s Journey

The ROI Guy

For a marketer the buyers’ journey represents an opportunity to provide content and tools better aligned to help the buyer overcome resistance at each step in the decision making cycle, providing specific deliverables to facilitate buyer’s decisions. For sales enablement, tools need to be provided to sales in order to empower engagements at each step in the process, especially earlier in the sales cycle where sales professionals are often excluded from the decision making process.

ROI 76

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

The ROI Guy

This has resulted in a condition known as Frugalnomics, where buyers are now immune to empty product pitches and promises, instead demanding quantifiable proof that a proposed solution will drive bottom-line impact and represents more value versus the competition. 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.