Building an efficient demand generation process begins with a thorough audit of all your existing technology and strategies. This includes your infrastructure and content to your email and social media strategies.
Your technology tools will allow you to track the performance of every element in your strategy so that you can know which campaigns are producing the most leads. Which are producing the highest quality leads? What specific content are people clicking on? Which landing pages, which forms have the highest conversion?
You’ll need a baseline because you’ll eventually want to test everything. As with any scientific experiment, you’ll quantify your improvements by changing one thing at a time and measuring the results.
DELIVERY: CONTENT STRATEGY, CUSTOMER EXPERIENCE
Technology and infrastructure are essential. Strategic plans are indispensable. But the content remains the most critical aspect of any effective marketing. Having something meaningful to say. Being relevant to the issues that your prospects care about. And this is generally where most demand generation efforts fail.
Cognitive Marketing tells us that the key to helping prospects move through the buying process is to present the right information and sales behaviours at the right time. What works at the awareness stage is ineffective at the stage 4 conversion point.
Creating relevant content is a never-ending process. It requires constant dialogue with your sales team, your customers and your prospects. It requires deep research into the issues that prospects are searching for. In short, it means knowing what issues motivate your prospects to take action and offering real insights that help them do their jobs better.