Say it with me, the primary role of a demand generation marketing strategy is to create revenue opportunities for the company, and all the sales teams rejoice!
The cold hard truth is that technology has disrupted how our sales and marketing teams meet the challenges of driving revenue growth, making it harder to maintain a status quo approach to prospecting for and nurturing of our prospects through the sales process. The internal challenges we face to meet these changes are complicated by our prospects continually evolving buying processes and the expectations they have for their buying journey.
Here is the good news, that same technology that disrupts has given us access to new tools and insights that, when applied correctly, can make the sales process better for vendors and prospects.
Here are 3 tips to get best results from your Demand Generation Marketing
- Build Target Audience Models
You should start any targeted campaign by focusing on your potential prospects. This sounds easy, but the parameters you use to build your client profiles and define an audience can dramatically impact the effectiveness of your messaging.
A good exercise is to start thinking of your audience as individuals instead of companies. Who is the audience within the target company, who are the users of your product, who are the economic buyers, what are the benefits of your products or services to the individuals, and what are the outcomes you can help them achieve?
Here is a simple example: Recently, I worked with a company who sells software that has a clearly defined user group for their product, but the value of their product resonated with an unrelated group of buyers within their clients’ organizations. After some testing, we found that their demand generation strategy needed to be tweaked to fit the audience they needed to reach. It was a simple change that made a big impact.
- Overlay Behavioral Insights with your Audience Models
Do you have a clear understanding of how your client buys, why they make a purchase, and who as an impact on their decision-making process? If not, engage your internal teams and you’re your collective brainpower to start building up resources you can use to create content around solving problems for your prospects.
Your marketing and sales teams can be amazing resources for these types of projects, but also consider any post-sales operations and support groups.
You also have an opportunity to use technology to your advantage. Find a company that provides insights into data consumption, not only on the content you have created but across the entire digital landscape. Creating a digital profile of your prospects data consumption can enable you to isolate the companies who have a higher likelihood of engaging with your messaging.
- Customize Everything
Once you understand who your audience is, what they care about, and when they are going to be receptive of your message, you can begin crafting marketing that intersects these points to drive engagement.
Technology has made it incredibly easy and scalable to deliver customized messages through almost any medium. Example: It’s now possible to deliver customized videos created for the individual recipients. So, no excuses! Make sure that all your teams are empowered and have the training to consistently deliver customized messages to drive home your companies value.
Don’t be a hack. Make sure you are careful not to abuse or misuse customization and automation. When you do it right, customization can be an amazing way to connect with your audience but applied improperly you can alienate the people you are trying to reach.