how to increase sales with demand generation

How Demand Generation Increases Sales

What is Demand Generation?

2023-05-02

What is Demand Generation?

Demand generation is about driving awareness and interest in a company's products and services through open distribution of information or content.

Awareness

Interest

Consideration

Preference

Sale

© 2017 360integralmarketing, a division of Digital Text Marketing Inc. All Rights Reserved.

2023-05-02

Role of Demand Generation

Demand Generation helps your organization expand into new markets, launch new products, build your brand reputation and ultimately warms-up prospects and clients into buying more products and services.

Awareness

Interest

Consideration

Preference

Sale

Confidential and Proprietary of 360integralmarketing, a division of Digital Text Marketing Inc.

Creating Demand

Where?

When?

Who? How?

Demand Generation Starts with Knowing Your Buyers

Get a deeper understanding of your buyers and buyer behavior through creating personas.


Where?

When?

Who? How?

Define Buyer Personas

Who are they? What are they trying to accomplish? What goals drive their behavior? What and Who influences their purchase? How do they think? How do they buy? Why do they make the buying decisions they do? Where do they buy? When do they decide to buy? How do they consume media? What marketing channels do they respond to?


Infographics

Blogs

Videos Case Studies

Develop Content to Build Demand

Deciding what content and where to promote your content depends on several things: • the product and the market place• where and how your buyer

personas prefers to consume content

• what will generate the most desired response at the lowest cost


“When you build content especially for your buyer personas, you build a relationship with people before you’ve even met them.”

David Meerman Scott, Marketing Strategist and Author The New Rules of Marketing & PR

.

What Content Creates Demand?

Buyers Journey

Loosening the Status

Quo

Committing to

change

Exploring the

Solutions

Committing to the Solution

Justifying the

Decision

Making the

Selection

Demand Generation content focuses on the buyers journey and moving the buyer to the final decision to buy


How Innovative is Your Product or Service?

Loosening the Status Quo

Committing to change

Exploring the Solutions

Committing to the

Solution

Justifying the Decision

Making the Selection

New ConceptNew Paradigm

Established Market

Knowing how innovative your product is in the market will impact your content strategy for generating demand.


Generating Demand for a New Concept

Loosening the Status Quo Committing to change

Thought LeadershipI understand the problem and connect to your need

New Concept

Content Whitepaper, Articles, Social Media, Newsletters, Webinars

Content needs to convince them there’s a problem and you can solve it.


Generating Demand for a New Paradigm

Exploring the Solutions Committing to the Solution

Solution KnowledgeYour solution applies to our need.

Online & Live Events, Use scenarios,

Case Studies

Value StoryOur solution will have the

greatest impact to your businessPresentations, Demos,

Competitive Tools

New Paradigm

Use content to change their perception of how to solve the problem.


Generating Demand in an Established Market

Justifying the Decision Making the Selection

Value ValidationBusiness case is justified

Proof points, ROI/TCO toolsReferences, Proposals

Impact Assessment

Validate & ReinforceValue Reviews

ROI Worksheets

Established Market

Use content to convince the buyer you are the right choice.


Demand Generation has the Whole Process in Mind

Loosening the Status

Quo

Committing to change

Exploring the

Solutions

Committing to the Solution

Justifying the

Decision

Making the Selection

Thought Leadership Solution Knowledge Value Story

Value Validation

Impact Assessment

New Concept New Paradigm Established Market


Demand Generation Across Channels

• 93% of B2B customers research companies and products before making a purchase.*• By the time telesales speaks to a prospect, opinions are formed• Successful companies learn ways to hijack the Digital Conversation with demand

generation.

Cold calling can be more about taking…taking information, taking their time while making them feel uncomfortable.

Demand Generation Replaces Cold Calling

*Marketing Sherpa


Inbound vs Outbound Channels

Both inbound and outbound marketing channels can be leveraged, whether to push or pull prospects to increase demand.

• Social Media• Blogging• Website• SEO

Inbound

• Email• Direct Mail• PR• Advertising

Outbound


Channels Marketers are Adding in 2017

https://www.hubspot.com/marketing-statistics

https://www.hubspot.com/marketing-statistics

Successful Companies Persuade the Digital Conversation

.

Lead Generation vs. Demand Generation

2023-05-02

Lead Generation vs Demand Generation

The Differences• Lead generation: The goal is to create sales-ready opportunities by collecting

information on prospects for sales follow-up; building a marketing database to gather lead information to track and warm leads and to then pass to Sales to close. • Demand generation: Creates demand for an organization’s products or services

through marketing, to encourage purchase. Demand generation content can be used for lead generation when the content is gated – the exchange of prospects information through completing a form in return for valuable content.


Lead Generation Waterfall Model

In the lead Generation waterfall model, demand generation is far reaching and comes first before leads are captured.

Demand Generation

Lead Capture (Marketing Captured Lead) MCL

Sales Accepted LeadSALSales

Qualified Lead-SQL

Won


About Us

Helping Shape Your Future with 360integralmarketing

The founders of 360integralmarketing are leaders in effective revenue and lead generation, communications and customer relationship optimization. We are more than an agency, we are an extension of your business ‒ committed to your success.

Contact Us [email protected] 416.678.2713 360integralmarketing.com


mailto:[email protected]?subject=Demand%20Generation

mailto:[email protected]?subject=Demand%20Generation

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