Sunday, March 10, 2013

Demand Generation: The Mantra for Successful Marketing

Demand generation is the core of every B2B marketing and the mantra for effective marketing. Successful and effective marketing creates value for the business. Demand Generation is critical to every company bottom line, and is often managed through various groups within the company. 

It is a focused form of targeted marketing that helps in driving awareness and interest in a company's products or services. Mostly found in B2B transaction model demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process. 

Here are 4 tips to help you create and manage a “Best in Class” Demand Generation program:

1. Figuring the online behavior:
With an understanding of the buyer’s behavior, we can determine through advanced analytic models, which of those buyers are at a stage in their buying process where they are ready to engage with sales.

2. Data quality and Data management:
Marketers need to ensure that they keep their data on prospective buyers clean and up to date.  Analytics can aid in prescribing the “right” companies to target, inclusive of the “right” contacts to call, but require clean and up to date data to provide.

3. Campaigns should be focused, relevant and multi touch:
Utilizing the various tips above you can focus and personalize your campaigns on relevant topics for prospects and engage them at the right time in their sales cycle.  This will alleviate wasted calling and allow sales people to “sell”. 

4. Analyze Campaign
By analyzing the results of each campaign you can begin to understand how each of those campaigns influenced buyer behavior, and how the revenue achieved can be attributed across the many campaigns involved.

Demand generation is a process that is in total control of the buyers, in which they have the total access to information required to make a buying decision. So did your company follow effective demand generation techniques, share it with us we are eager to hear from you. Till then happy blogging. 

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