The 5 Principles of Demand Generation

Marketing Best Practices That Will Increase Your Effectiveness

Demand Generation

Branding + Lead Generation = Demand Generation

Over loaded

Over Committed

Over Whelmed

Your Audience is InundatedCan They Find, Hear or See YOU?

Personalize & Contextualize

No one size fits all

Make it relevant

Find new ways to connect

Fool ProofCheap

ReliableModularEffective

Don’t Use Big Words: Keep IT Real

ScalableIntegratedPerformanceSolution

Next-Generation

1. Know your audience

The Five Principles of Demand Generation

2. Get your audience involved

3. Deliver value beyond your message

4. Integrate marketing efforts with their workflow

5. Measure your results

It all starts with understanding your target customer and their needs and motivations.

#1

Know Your Audience. Get into their mind, their world.

Get Your Audience Involved

#2 Give them the joystick. The more valuable the information and resource, the more they will share and engage.

Directly or indirectly.

#3 Content in context is king – relevance rules. Think click to learn vs. click to buy for BT Pros. This also helps qualify.

Deliver Value Beyond Your Message

#4 Immerse yourself into your target’s workflow – chart their information journey as they do research.

IT Professional WorkflowIdentify need / opportunity

Define strategy

ResearchPeer Based Perspective

Deep Immersion

Creation of Short Lists

Real-World Analysis

Recommend Solutions

Implement & Manage

Align and Integrate Marketing Efforts with their Workflow & Habits

#5 Data is critical so measure everything. HOWEVER, Don’t fall in love with your spreadsheets and charts. Use both qualitative and quantitative. It’s about branded response!

Measure Your Results

By Business Objective AND Campaign

“Consumers and Professional Buyers don't hate marketing. They hate bad marketing.”- a very wise woman (from my first focus group, circa 198X

Our Grand Advice

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