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:
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).
By Robert Drew, Marketing Manager, emedia Lead Generation
Why do so many qualified sales leads drop off near the top of the funnel? This is a longtime complaint heard across a wide range of BtoB companies. At its core, we’ve found that most companies do not have a well-considered follow-up process.
By Carlos Hidalgo, President, The Annuitas Group
I read last week’s Demanding Views column – Marketing Automation is not Synonymous with Lead Generation, and while I agree with some of the assertions stated in the article, I believe the article fell short in describing marketing automation and what is needed for it to be successful.
By Sally Lowery, Director of Demand Generation, Bronto Software
In my mind, here’s the difference between lead generation and demand generation. Lead generation stops at the hand being raised by a prospect showing interest, while demand generation continues the conversation and cultivates that relationship with timely and relevant content. What causes most demand generation programs to miss the boat is not necessarily the timeliness but the relevance of the campaigns that they create.
By Jim Lenskold, President, The Lenskold Group
This is the fourth article in the four-part series on Maximizing Lead Generation Marketing ROI. The other articles in this series include: Part 1: Lead Quality Counts Part 2:Insight, Alignment & Action Part 3: Measuring Effectiveness
In addition to measurements for specific tactics, which we covered in Part 3 of this 4-part series, marketing executives must be attentive to overall performance management. This involves monitoring and measuring key metrics to understand the collective impact of all marketing and sales efforts, to ensure business goals can be met, and to support business decisions.
By Jim Lenskold, President, The Lenskold Group
This is the third article in the four-part series on Maximizing Lead Generation Marketing ROI. The other articles in this series include: Part 1: Lead Quality Counts; Part 2: Insight, Alignment & Action.
How do you know if your lead generation program is working and delivering a good ROI for the company?
A new study released last month spotlights the critical role lead generation plays in the sales success of BtoB companies, and shows companies who align sales and marketing with lead generation outpace competitors. The 2009 B2B Lead Generation Benchmark Study, released by Mac McIntosh Inc. and ExperiGenExperts, also found the vast majority of survey participants (94%) use more than four different lead generation tactics to get the job done.
By Guy Powell, Author, “Marketing Calculator: Measuring and Managing Return on Marketing Investment”
Is half your marketing wasted and you just don’t know which half? Are you a follower of John Wanamaker and don’t know whether your marketing is working or not? In any organization, marketing is one of the most difficult functions. There’s always too much to do and too little time. And if you’re like most organizations after the campaign is done, you can’t answer the simple question, “How much revenue did it bring in?”
Here are six steps to help fix this problem:
Unica Corporation introduced the ROI Catalyst Program designed to help marketers quickly and effectively implement interactive marketing solutions in their own environments. Designed to showcase how interactive marketing tactics can significantly increase marketing performance, the program consists of four distinct solutions that are built around specific business scenarios. The solutions, comprised of Unica products and services, are designed for rapid implementation in the customer’s environment using the customer’s production data to deliver near-immediate business value.