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Demand Generation funnels are a limiting approach.
There’s much more action out there and you can tap into it.
Rick Nendza, VP, IT Deal Alert Qualified Sales Opportunities, TechTarget
August 2016
Glossary
Total Addressable Market IT buyers consuming relevant content in your market. These “searchers” haven’t interacted with your content, so they’re not “leads” for you. Yet their online research habits suggest that they’re in a buying cycle. Also referred to as an “Active Prospect” or “Active Account”.
In-Market Leads Leads that others in your market captured but you did not.
Lead Generation The process of stimulating and capturing interest in your product or service to develop sales pipeline using techniques such as those available through TechTarget’s offerings as described on page 10 and beyond.
Qualified Sales Opportunity™ A TechTarget offering, these are detailed reports on upcoming purchases confirmed by a member of the active customer buying team at the active account.
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If the following statements ring true, you should probably spend 10 minutes with this deck
● We want to enable our sales team with a chance at every deal in the market…
● We’re trying to get as much quality into our funnel as we can…
● Because demand generation is only as good as the data I have, I worry that I’m simply missing much of the market entirely…
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It’s time to start thinking about a more complete, comprehensive demand generation approach!
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Are we missing the forest for the trees?
And is there something we can do about it?
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Our funnels only capture what’s already flowing in. It’s not a complete picture.
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About your funnel
It’s currently an important part of driving sales outcomes
It’s where your lead generation activities focus
It’s where you measure the quality of both your leads and of your sales/ marketing follow up
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Even the most sophisticated marketers only capture a fraction of the total leads active in any given market at any point in time.
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Looking at prospecting, the issue is even bigger: There’s an even bigger group of active “searchers” in our Total Addressable Market.
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New data sources and data deliverables can give critical added insight into what’s outside of our funnels
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Conclusion:
When we step back from our day-to-day heads-down focus on our funnel, suddenly we can see “the forest for the trees”. There’s a lot we’re missing… and there should be ways we can capture more.
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Introducing Intent-data-based Integrated Demand Generation
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3 data deliverables providing you more vision and easier activation
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See more active buyers Makes more of the market of active buyers visible – buyers you can’t engage with just one marketing tactic
More intelligence you can use Data points to identify the hottest prospects
and accelerate deals
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3 ways to see more, act on what’s newly visible, add coverage into your funnel
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Access Points to Reach All Buyers
Active Prospects Influence and engage those researching the problems you solve
Lead Generation Build on your initial interaction and advance the buyer/seller relationship
Qualified Sales Opportunities Use the information about the confirmed upcoming buy to position yourself to win the deal
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Gain advantage and avoid risk
Use them together to maximize opportunity
Benefits of Integration
Each demand gen element is valuable alone
Each added element adds market coverage and diversifies your access lifecycle
Each is prompted by a unique user action, so you’re able to follow unique entry points to the account and the deal
Integrating 2 or all 3 adds complementary, incremental value and lessens the risk of missing out on winnable deals
Products for Integrated Demand Generation: Which combination is right for you?
Benefits Qualified Sales Opportunities
Lead Generation
Active Contacts
Identify in-market purchase researchers
Leverage purchase intent indicated by online research activity You miss
Supply sales details describing pain points, installed and considered vendors and more
You miss You miss
Receive contacts that interacted with your content You miss You miss
Expose accounts researching, but not with your content You miss
Garner a large volume of contacts to nurture You miss
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Surround. Triangulate. Penetrate. Expose individuals, accounts and buyers with 3 distinct offerings
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