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Prospective buyers take a journey from awareness, through consideration, selection, and to purchase (and repeat purchase, we hope!). Learn how you can align your marketing programs to sales to help prospects take this journey. We’ll explore how messaging and medium selection impact the process, as well as how to develop a process that works in your selling cycle.
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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?