STEP 1. Know Your Data

STEP 2. Identify Your Gaps

STEP 4. Know Your Buyers

STEP 3. Get Your Company Leaders to Agree

STEP 5. Solve Your Buyers’ Biggest Challenges

STEP 6. Center Your Marketing Universe Around Your Buyers, Not You

Unless you first analyze, clean and maintain all prospect and customer

contact data before you start, your campaigns will fall victim to bouncebacks, business challenge relevance and a

mishmash of inconsistent results.

Audit your technology, process and personnel gaps to see where

you need help. According to Accenture’s Turbulence for the CMO report,

39 percent of CMOs say they do not have the right people, tools, and resources to meet their marketing objectives.ii

Practice a solutions approach to your engagement. Get to know your prospect's

pain points and identify what process or function is broken. Then introduce how

your product or service can specifically help them. Create persona profiles for

customers based on the business challenges they expressed in the research.

Business challenges are often universal, as noted by Bernard Marr, the best-selling business author, keynote speaker and consultant.v

Your mission is to find out what your company can do to solve one or many of Bernard’s Top 10.

Build marketing campaigns and content based on the expressed needs,

content preferences, contact methods and research outposts identified by

your prospects and customers during the research phase. This is part of an

omnichannel*approach, which puts the buyer at the center of your marketing

universe instead of your company and its tactical swim lanes based on

marketing spend. This approach to marketing and sales ensures that your information reaches the right people,

in their preferred channel at the time of need.

Conduct research on your existing customers and your best prospects most likely to buy before you try to communicate with them.

It's as simple as mining your CRM for people who bought in the last year,

those who didn't and any notes to indicate how they marched through the

process. That coupled with customer and prospect interviews to

learn preferences will inform your campaign strategy.

$600 Billion/yeari

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Data quality problems cost companies

RequiredTechnology

HumanResources

x

Sales Marketing

According to the most recent State of Buyer Personas Survey,

60 Percent of those surveyedsaid their personas were based on sales and product team insights and lacked direct customer experiences.iv

75% of B2B buyers surveyed around the world recently told Forrester they would buy again from the same supplier because of that supplier’s omnichannel capabilities.vi

STEP 7. Track. Measure. Optimize.

Simply put, you need to be able to see how campaigns are performing and how your marketing spend is helping you

meet revenue goals. Review early returns with key stakeholders and work

together to attribute the tactics that are yielding the closed/won deals.

If you methodically follow these seven steps for demand generation success, you will see higher engagement in your

campaigns, a lift in lead quality, shorter sales cycles and a clearer view on how marketing has impacted bottom-line revenue.

If you have questions or need help addressing any or all of these steps in your organization, reach out to Televerde at

1-888-787-2829 or visit www.televerde.com.

Track Measure Optimize

iErikson, Wayne D. Data Quality and the Bottom Line Achieving Business Success through a Commitment to High Quality Data. The Data Warehousing Institute. http://download.101com.com/pub/tdwi/Files/DQReport.pdf

iiTurbulence for the CMO: Charting a path for the seamless customer experience. https://www.accenture.com/us-en/~/media/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Digital_1/Accenture-CMO-Insights-Report.pdf

iiiCrack the Code of Marketing & Sales Alignment. InsideView. http://learnmore.insideview.com/crack-the-code-smarketing-report-reg.html?utm_source=PR&utm_medium=Release

ivZambito, Tony. State of Buyer Personas Survey. http://tonyzambito.com/state-buyer-personas-2015-survey-results-2/

vMarr, Bernard. The 10 biggest challenges businesses face today (and need consultants for.) https://www.hiscox.co.uk/business-blog/the-10-biggest-challenges-businesses-face-today-and-need-consultants-for/

viBuilding The B2B Omni-Channel Commerce Platform Of The Future. Forrester Consulting. http://hybris.com/en/downloads/white-paper/building-b2b-omni-channel-commerce-platform/558

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Steps to B2B Demand Generation Success7

You need sales and marketing leaders within your company to

co-define end goals, lead-qualification definitions, what a hot lead is,

who you want to go after and the responsibilities of marketing and

sales teams to nurture a lead to close. The top challenges to sales and

marketing alignment cited by more than 1,000 professionals are:

Poor communication (49%)

Flawed and broken processes (43%)

Sales and marketing measured by different metrics (40%)iii

According to EContent, "Omnichannel marketing recognizes that

customers engage with companies or brands in many different

ways—across multiple platforms—and grasps the inherent

challenge this creates in terms of ensuring consistent experiences."