The most critical success element in demand generation is your list. If you don’t reach the right person, nothing else matters. However, a close second is the offer – what you serve up to get a response. But developing that content can be the hardest part of a marketer’s job –…
Tips for aligning between demand generation and sales
It’s weird. Most company’s business objectives are pretty clear – make money as efficiently as possible. But misalignment between sales and marketing can sometimes get in the way of that goal. With the right attitude, process and tools, these two departments can work seamlessly together to supercharge results. Here are some tips and thoughts.…
The Basics of Lead Scoring
If lead scoring is done right, it increases efficiency, allows sales to focus on the leads most likely to convert and lets marketing nurture and ripen the rest. Bottom line – better for the sales team, a better experience for your prospect and better for marketing by reducing lead waste. But where…
Top Tips for Forms and Landing Pages
For demand generation, the goal is to get someone to willingly give up information so you can sell them your product or services. You know, “generate demand”. But to do that, you need to have a place for them to give that information up. The functionality and sophistication of forms and landing…
Maximizing Return on Tradeshows
While things are still very uncertain, a lot of companies are looking ahead to ramping up their tradeshow programs. Tempting, but before you book anything, make sure you’re going to maximize your investment. Here are my tips: Do the math before you book. Set objectives to determine how many closed deals…
Questions I get asked as a Demand Generation Consultant
My turn to answer the questions I get asked almost every day. (But you have to imagine the TikTok video). What’s the biggest mistake you see folks make in demand gen? Not setting an objective. If you don’t know what you want to do, you’ll never do it. And “thought leadership” and…
Maximizing sales follow up on leads
Congratulations – your sponsored program, event or search paid off and you got some leads! Time to send them to sales for follow up. So, how do you support sales and maximize their efforts? Let’s start with my Number 2 Rule of Demand Generation – “Never Check In”. The never ending stream of emails…
Why testing is the best part of a demand generation marketer’s job.
Testing is one of most important functions of demand generation, yet a lot of companies don’t test at all. Sadly, the number one excuse I hear is lack of time. But since testing and identifying winning programs means higher ROI and better results with less wasted effort, it really should be the…
Third Party Content Postings
Third party content postings can be a great way to bring life into the top of your pipeline. The programs get quick results, are easy to kick off and often are highly customizable to get just what you need. Here are some tips: Before you start, set an objective, particularly on revenue…
Setting up lead nurturing
No shock, but not every demand gen lead is qualified, informed and ready to buy. In fact, in most cases, they’re not. Luckily, if you nurture leads, you’ll grow engagement and get them ready for sales. Here are some tips: The first segment that needs nurturing? Brand new leads, particularly if they responded for…