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DemandGen Report Glossary

 

Demand Generation - Focused on targeted marketing programs, demand generation drive awareness and interest in a company's products and/or services. Predominant in BtoB marketing, demand generation marries marketing programs and structures sales processes.

There are multiple components of a stepped demand generation process that vary based on the size and complexity of a sale. These components include:

  • Building Awareness
  • Positioning Relevance
  • Supporting Validation
  • Mitigating Customer Evaluation

 

Lead Generation - To obtain information to expand business scope, lead generation starts by utilizing items like computer programs, databases, the Internet or a specialized service. The practice is focused on increasing sales revenues, looking for a job or for new clients, or conducting specialized research. Leads can consist of the names and addresses (or e-mail addresses) of individuals, corporations, institutions or agencies. Lists of leads can be gathered or filtered from targeted databases such as telephone and Internet directories. For a fee, lead generation vendors conduct research and provide clients with a list of leads.

Inbound Marketing - Traditionally, “inbound marketing” has referred to the process of preparing a product for the marketplace by identifying potential customers, matching product features to their needs, determining the best styling, packaging and pricing to attract them and comparing the product to similar offerings by competitors. Recently, the term “inbound marketing” has become popular to describe the process by which customers find suppliers rather than the other way around.

Outbound Marketing - Traditionally, “outbound marketing” has referred to the process of presenting the product to the marketplace by a variety of means such as advertising, trade shows, direct mail or email, telemarketing and promotions. An outbound marketing strategy refers to any technique that is proactive and takes one to the consumer, rather than being inactive, waiting for the consumer to come to them. The problem with too many marketing strategies is that they depend on visitors voluntarily coming back to a web site. Examples outbound marketing strategies include: reminder notices, profiled information streams, e-newsletters, discussion list participation and online conferences.

Content Marketing - The underlying philosophy driving techniques like custom media, custom publishing, database marketing, brand marketing, branded entertainment and branded content. Content marketing is the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques. Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows,

Drip Marketing A direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales leads. It was developed in response to the "Law of 29" in which many marketers believe that an average "prospect" will not turn into a client until they've viewed their marketing message at least 29 times. The method of drip marketing is designed to help avoid the sell-produce curve. An effective way to use drip marketing is to consistently do something each month to keep your name in front of your current clients and prospective clients.

Lead Nurturing - The process of building a relationship by conducting an informative dialogue that helps qualified prospects who are not yet sales-ready, regardless of budget, authority, or timing — and of ensuring a clean hand-off to sales at the right time. Marketers strive for winnable opportunities in their pipeline. They care more about quality (defined as likely to drive revenue this or next quarter) than quantity. The implication is that leads should live in marketing, and that marketing should nurture leads until they are ready to become opportunities.

Social Media - Media based on conversation and interaction between people online, where media means digital words, sounds and pictures, which are typically shared via the Internet. Social media has been modernized to reach consumers through the Internet. Brands utilize social media to reach customers and to build or maintain reputation. As social media continues to grow, the ability to reach more consumers globally has also increased. Social media has become a new toolset for effective business marketing and sales.

Marketing Automation - Software platforms designed for marketing departments and organizations to simplify processes by automating repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error.

Software as a service (SaaS) - is deployed over the Internet and/or is deployed to run behind a firewall in your local area network or personal computer. With SaaS, a provider licenses an application to customers as a service on demand, through a subscription or a “pay-as-you-go” model. Saas is also called “software on demand.” SaaS was initially widely deployed for sales force automation and Customer Relationship Management (CRM).

5 Questions To Ask Before You Launch A Lead Nurturing Program

By Howard Sewell, President, Spear Marketing Group

Key to designing an effective lead nurturing program is taking stock of your current lead management process. By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and offer strategy.

Genius Marketing Automation

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SOLUTION SPOTLIGHT

Genius.com is the only Marketing Automation solution that truly “gets” sales.

Genius Provides on-demand solutions for marketing automation, lead nurturing, email marketing, demand generation,  and social marketing that allow both marketing and sales professionals to identify and connect with their best prospects online in real-time, without requiring IT involvement.

Survey Shows Converting Leads Into Opportunities Tops BtoB Priority List

With revenue generation an ongoing challenge for many organizations, a new survey conducted by Silverpop confirms that BtoB marketers will be focusing more on the lead-to-sales funnel over the next 12 months, especially on the conversion of leads to opportunities. Based on responses from 446 marketers, the Silverpop study found nearly one quarter (24%) said “ensuring qualified leads are converting into appropriate sales opportunities.” was their top priority.

Two Essential Steps To Qualify Leads In An Unqualified World

By Lisa Cramer, President, LeadLife Solutions

The statistics are overwhelming. The volume of leads or inquiries that come to your company’s Web site or trade show booth that don’t buy—usually because they’re just not yet ready to— is staggering. However, even if they’re not yet “ready buyers,” it doesn’t mean that your sales team shouldn’t be nurturing them. In fact, 80% of the un-worked leads (those not picked up by your sales force for a variety of reasons) will buy from someone over the next 24 months. So how does marketing make sure it’s your company that they buy from once they’re ready?

Funnelholic Q&A with Andrew Gaffney, Editor Of DemandGen Report

1.    What are the three trends you see emerging in 2009?
The first and most prominent would be more emphasis on lead nurturing as companies look to maximize their marketing investments. When the economy was still in a growth mode, it was easy for B2B marketers to keep paying for more new leads to feed the funnel. Now, as efficiency has become the rule of the day, companies realize they can’t afford to let valid contacts waste away in their database.

Full Interview Here.

Turning Your Current Customers Into New Business Evangelists

By Brenda Gelston, President, Marketing Momentum Associates

Periods of intense change often bring improvements due to paradigm shifts in the way we conduct our business.  During times of change assumptions are challenged, boundaries are forced and better ideas emerge from the rubble of the status quo.  We are currently going through this type of paradigm shift whereby the sales process is changing to meet the demands of empowered customers.  So, in this environment how does a marketer establish credibility and custom tailor the marketing outreach to anticipate and meet customer needs?  Carefully designed demand generation programs will integrate your customers into the lead nurturing process and help propel your marketing efforts with renewed energy and relevancy.

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