B2 b demand generation for la2m, sean hickey, april 2010

pwb marketing

communications

Demand Generation

LA2M

Sean Hickey – COO, PWB

A fish tale…

Q: What’s the best place to

fish?

Manistee River?

Lake Superior?

Pere Marquette River?

Black River?

Lake Michigan?

Q: What’s best to catch fish?

Flies?

Hardware?

Q: What’s best season to fish?

Summer?

Winter?

Spring?

Fall?

A: It depends…

• The right tactics

• A solid plan

• Flawless execution

• Patience

• Some luck

• Adapting to the unique situation

Demand Generation is Like

Fishing

• What is Demand Generation?

• How does it work?

• Common pitfalls

• Case studies

• Q & A

Overview

• Marketing integrated and aligned

with sales

• The process of targeting, identifying,

engaging, and nurturing prospects

• The engine that drives growth

• An extension of integrated marketing

What is Demand Generation?

• Marketing and Sales are no longer

discrete activities

Marketing-Sales Continuum

Marketing Sales

Pro

gre

ss

• Demand generation programs must

continuously advance good

prospects and eliminate or grow

weak ones

Forward or Out

Prospect SALE

Drip program

Partner or Client Execution

Core PWB Expertise

Demand Generation Process

Strategy & Sales Alignment

Target List Construction

Content Development

Creative Platform

Outbound Execution

Response Capture

Nurturing & Growth

Metrics Evaluation

• The best demand generation

programs align with:

•  Solid strategy

•  Sales objectives and efforts

•  Business cycles

Alignment

• Targets are not waiting eagerly for

our messages

• Targets do not want to be

bombarded with information

• Targets do not want to receive

communication that doesn’t help

them

• Targets do want useful information

Respect Your Audience

• Old direct response mantra, updated

•  The list

•  The creative

•  The offer

•  The medium

• At every step, offer the right THINGS

to the right PEOPLE using the right

MEDIUM in a CREATIVE way

Remember the Basics

• Messages can get more complex and

more compelling as prospect

progresses deeper in the sales cycle:

•  Awareness

•  Interest

•  Consideration

•  Selection

•  Purchase

Tell An Intriguing Story

• Identifying meaningful metrics is

important at the outset

• A feedback loop to the agency is

critical

• Value of data builds over time

•  Comparative

•  Trends

Metrics

Case Studies

• PWB

• Siemens PLM Software – Solid Edge

• Bariatric Treatment Centers – mybtcinfo.com

• RPA Process – Paint Campaign

Case Study – PWB

Initial Meeting Drip Program •   E-News •   White Papers

No Qualified? •   Budget •   Need •   Active Search

No

Proposal

Yes

Referrals Search Direct Mail PR White Papers

Yes

PWB Drip Program

Components Direct Mail – 2-3 week cadence

E-News – monthly White Papers – ad hoc

• Computer-Aided Design (CAD)

software

for SMB’s

• Challenge: reposition Solid Edge

against larger, entrenched

competitors – “Get to

the table”

• Solution: creative platform

extensible to wide range of outbound

and inbound communication media

Case Study – Solid Edge

• Original program – better technology,

better support, brighter future

Solid Edge Creative – Phase I

• Evolution – stronger competitive

challenge

Solid Edge Creative – Phase II

• Leads nearly doubled

over previous

campaign

• Other metrics:

•  203 seminars

•  191 test drives

•  23 webcasts

•  36 “What’s New?” events

•  6.4 million impressions

Solid Edge – Results

• What worked?

•  Solid positioning developed in collaboration

between agency and client

•  Integrated, consistent creative

•  Use of multiple channels

• What didn’t?

•  Subsequent evolution of creative cut short by

switch to new platform before full execution

•  Content didn’t hit hard competitively

•  And…

Solid Edge - Lessons

Solid Edge – Gone Bad

• Nation’s leading provider of surgical

weight loss solutions

• Challenge: easily customizable

regional, targeted demand generation

programs

• Solution: customizable online tool

coupled with multimedia creative

Case Study – BTC

Case Study – BTC

Consult Process Out

No, insurance Yes

Direct Mail Drip Program

No, other

Qualified? •   Insurance •   Height/Weight

Print Ads Broadcast Ads Online Ads Direct Mail

Case Study – BTC

• Key results

•  Improved efficiency of launching

regional- and issue-focused campaigns

•  Customized landing page messages to tie

elements together

•  More efficient lead capture

•  Streamlined media optimization

• Print: $62/lead

• TV: $36/lead

• Online: $12/lead

Case Study – BTC

• RPA Process DCF system paint

campaign

• Challenge: increase penetration

among paint manufacturers

• Solution: comprehensive program

using almost all media with full

agency control

Case Study – RPA Process

• Media selected

•  Trade advertising

•  Print direct mail to multi-source list

•  HTML e-mail to rented list

•  Banners

•  Dedicated landing/capture page

Case Study 2 – RPA Process

Case Study 2 – RPA Process

• What worked?

•  Multimedia campaign

•  Direct mail list built from multiple

sources

•  Integrated message

•  Compelling benefit

• What didn’t?

•  Lack of sales enablement defeated

metrics

Case Study – RPA Process

DG – How You Do It Right

• Take prospects on a messaging journey

• Build in meaningful metrics

• Establish a process at the outset

• Respect your unique product/service

• Don’t take your eye off the ball

Catch More and Bigger Fish!

Questions?