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Demand Generation

It is simplicity that makes the uneducated more effective than the educated when addressing popular audiences.

Aristotle

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Demand Generation

After this session, you should be able to:

1. Identify and assess opportunities for generating leads

2. Assess web options for cost effectiveness and ROI

3. Leverage PR and word-of-mouth to achieve ‘viral’ marketing

Objective:

When it all comes together and you successfully strategize and execute your approach to market, you will be the provider of choice for your defined market segments.

. . . and it will be a clear choice.

When _____ is the Provider of Choice to ‘____’, what does that mean in regards to:• Valued customer relationships

– Case studies– Media/PR– Product evaluation and testing– Steering assessment/trusted

adviser

• PPC– PPC first – learn from PPC to

create effective SEO

• SEO– Use terms found to be effective

through PPC to drive SEO strategy

• Blogs, wikis and community site participation

– SaaS Camp

• Events attended

• Public relations strategy– Research

• Relationship with Microsoft

• Newsletters

• Email

• Advertising

Traffic versus Conversion

Option 1

• Double spend to $8,000• Double Traffic• Conversions increase to 400

Option 2

• Keep spend constant • Conversion rate to 4%• Traffic remains constant• Conversions increase to 400

Existing Situation• $4,000 per month spend• 10,000 new customer leads• 2% conversion leads to 200 sales

Case Study: Demand Generation

Expedia Trip Advisor

PPC SEO PPC SEO

Zurich Hotels

3 NA NA 4

Marriott Zurich

NA NA NA 3

Hilton Zurich

NA NA 2 2

Geneva Hotels

2 NA NA 2

Pay Per Click

• Paid search based on select keywords– Bid on desired keywords– Searches that include keywords result in special placement of

brief text ad – Pay only for clicks on your ad

• Most cost efficient form of advertising– Pay only for results– Revise/eliminate poor ads and keywords and test in ‘real time’– Set budget limitations

Pay Per Click

• Focus on keywords– High relevance is key

• Match them to all offering components, target markets, site content, meta tags

• Remember ‘so what’ factor, customer speak

– Track performance and change accordingly

• Focus on top 3-5 search engines– Include engines local to your country/market

• Incorporate special landing pages– For high relevance, high conversion, tracking

Search Optimization (SEO)

• Pre-qualified, ‘self’ qualified leads for free• Longer site visits • Ongoing high exposure• Build brand equity • Competitive advantage Customers are pre-qualified

and self-qualified as they are searching for their specific needs.

Very low cost, high volume; can scale very quickly.

Reach new markets and uncover prospects you might otherwise never find.

Unique benefits of Web Search

Search Optimization – Links

• Submit to directories that appeal to your market• Provide valuable information • Cross link your site to relevant sites

– Link partners

– Link services6 Tips Before You Submit . . .

• Have your own domain name• Site name must match domain name• Check for bad links & JavaScript errors• Display Contact info in plain view• Have secure ordering/shopping cart• Include links to company policy terms

Search Optimization

• Basic optimization recommendations– “Title Tag” should include primary keyword(s)– “Meta Description” tag should include most wanted keywords but

don’t overload • Perhaps losing importance, but don’t neglect

– Content most important factor for SEO• Page copy should be at least 200 words• Include primary keyword(s) in beginning and closing paragraphs/sentences of

text• Include primary keyword(s) in headings, hyperlinks and bulleted text

Public Relations

• Utilize online avenues for free/low cost press release distribution – U.S. examples: Business Wire, PR Web, PR Newswire

• Best coverage is newsworthy– Based on audience needs, not your needs– Tell a story, about something the news audience cares about

‘Free’ (except for outside agency fees if you use one)

Considered unbiased and therefore more trustworthy

Unique benefits of Public Relations

Advertising

• Can be very expensive and better for generating awareness than leads

• Best options:– Online banner ads and paid search – Print ads in niche publications for target markets – less costly,

more focused– Include specific offer, call to action

Can target your ad so that it is seen/heard by the right audience

You control the message completely, say what you want.

Unique benefits of Advertising

Events

• Select shows of your target markets• Take integrated, comprehensive approach

– Submit white papers, speaker queries– Use to announce/launch new service– Leverage advertising and PR options– Pre-show mailing– Post-show follow-up

Face-to-face interaction with prospective customers.

Uncover opportunities for new partners, distribution channels, offerings and more.

Position your company as experts and active, visible participants in a given market.

Unique benefits of Events

Promotions

• Tap into existing customer base for cross-selling/upselling with promotional offers

• Use promotional items like pens with logos/URLs to build awareness and buzz

• Work with existing partners and distribution channels to offer joint promotions and ‘total solutions’ for market

Create ‘buzz’ and interest.

Find what compels prospects to make buying decision and use to reduce time to sale.

Strengthen relationships with partners and sales channels.

Unique benefits of Promotions

Viral Marketing

• Positive word of mouth– Make customer satisfaction #1 priority always– Give customers referral incentives

• High visibility– Blogs, Papers, Presentations, Articles– Make your company the ‘go to’ experts for on demand in your

segment

Marketing Communications

• Develop benefit-driven versus feature-driven key messages

• Select vehicles that reach target markets• Choose right vehicle for right time

– PR for leveraging newsworthy events– Direct mail for specific offers to specific audiences

• Convey key messages consistently– Across all vehicles, all the time

Additional Marketing Vehicles

• Public Relations• Advertising

– Print

– Web banner and PPC

– Radio/TV

• Direct Mail• Websites• Blogs• Word of mouth• Brochures

• Promotional Items• Partnerships• Tradeshows and conferences• Speaking engagements• Articles• Causes and special interests • Customer invoices• Microsoft

– Case studies– Events