Demand Generation

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Demand Generation

• It is simplicity that makes the uneducated more
  effective than the educated when addressing
  popular audiences.
• 
  Aristotle

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Demand Generation
After this session, you should be able to 1.
Identify and assess opportunities for generating
leads 2. Assess web options for cost
effectiveness and ROI 3. Leverage PR and
word-of-mouth to achieve viral marketing
Objective When it all comes together and you
successfully strategize and execute your approach
to market, you will be the provider of choice for
your defined market segments. . . . and it will
be a clear choice.
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When _____ is the Provider of Choice to ____,
what does that mean in regards to

• Valued customer relationships
• Case studies
• Media/PR
• Product evaluation and testing
• Steering assessment/trusted adviser
• PPC
• PPC first learn from PPC to create effective
  SEO
• SEO
• Use terms found to be effective through PPC to
  drive SEO strategy

• Blogs, wikis and community site participation
• SaaS Camp
• Events attended
• Public relations strategy
• Research
• Relationship with Microsoft
• Newsletters
• Email
• Advertising

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Traffic versus Conversion

• Existing Situation
• 4,000 per month spend
• 10,000 new customer leads
• 2 conversion leads to 200 sales

• Option 1
• Double spend to 8,000
• Double Traffic
• Conversions increase to 400

• Option 2
• Keep spend constant
• Conversion rate to 4
• Traffic remains constant
• Conversions increase to 400

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Case Study Demand Generation
Expedia Expedia Trip Advisor Trip Advisor
PPC SEO PPC SEO
Zurich Hotels 3 NA NA 4
Marriott Zurich NA NA NA 3
Hilton Zurich NA NA 2 2
Geneva Hotels 2 NA NA 2
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Pay Per Click

• Paid search based on select keywords
• Bid on desired keywords
• Searches that include keywords result in special
  placement of brief text ad
• Pay only for clicks on your ad
• Most cost efficient form of advertising
• Pay only for results
• Revise/eliminate poor ads and keywords and test
  in real time
• Set budget limitations

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Pay Per Click

• Focus on keywords
• High relevance is key
• Match them to all offering components, target
  markets, site content, meta tags
• Remember so what factor, customer speak
• Track performance and change accordingly
• Focus on top 3-5 search engines
• Include engines local to your country/market
• Incorporate special landing pages
• For high relevance, high conversion, tracking

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Search Optimization (SEO)

• Pre-qualified, self qualified leads for free
• Longer site visits
• Ongoing high exposure
• Build brand equity
• Competitive advantage

Unique benefits of Web Search

• Customers are pre-qualified and self-qualified
  as they are searching for their specific needs.
• Very low cost, high volume can scale very
  quickly.
• Reach new markets and uncover prospects you
  might otherwise never find.

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Search Optimization Links

• Submit to directories that appeal to your market
• Provide valuable information
• Cross link your site to relevant sites
• Link partners
• Link services

• 6 Tips Before You Submit . . .
• Have your own domain name
• Site name must match domain name
• Check for bad links JavaScript errors
• Display Contact info in plain view
• Have secure ordering/shopping cart
• Include links to company policy terms

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Search Optimization

• Basic optimization recommendations
• Title Tag should include primary keyword(s)
• Meta Description tag should include most wanted
  keywords but dont overload
• Perhaps losing importance, but dont neglect
• Content most important factor for SEO
• Page copy should be at least 200 words
• Include primary keyword(s) in beginning and
  closing paragraphs/sentences of text
• Include primary keyword(s) in headings,
  hyperlinks and bulleted text

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Public Relations

• Utilize online avenues for free/low cost press
  release distribution
• U.S. examples Business Wire, PR Web, PR Newswire
• Best coverage is newsworthy
• Based on audience needs, not your needs
• Tell a story, about something the news audience
  cares about

Unique benefits of Public Relations

• Free (except for outside agency fees if you
  use one)
• Considered unbiased and therefore more
  trustworthy

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Advertising

• Can be very expensive and better for generating
  awareness than leads
• Best options
• Online banner ads and paid search
• Print ads in niche publications for target
  markets less costly, more focused
• Include specific offer, call to action

Unique benefits of Advertising

• Can target your ad so that it is seen/heard by
  the right audience
• You control the message completely, say what you
  want.

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Events

• Select shows of your target markets
• Take integrated, comprehensive approach
• Submit white papers, speaker queries
• Use to announce/launch new service
• Leverage advertising and PR options
• Pre-show mailing
• Post-show follow-up

Unique benefits of Events

• Face-to-face interaction with prospective
  customers.
• Uncover opportunities for new partners,
  distribution channels, offerings and more.
• Position your company as experts and active,
  visible participants in a given market.

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Promotions

• Tap into existing customer base for
  cross-selling/upselling with promotional offers
• Use promotional items like pens with logos/URLs
  to build awareness and buzz
• Work with existing partners and distribution
  channels to offer joint promotions and total
  solutions for market

Unique benefits of Promotions

• Create buzz and interest.
• Find what compels prospects to make buying
  decision and use to reduce time to sale.
• Strengthen relationships with partners and sales
  channels.

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Viral Marketing

• Positive word of mouth
• Make customer satisfaction 1 priority always
• Give customers referral incentives
• High visibility
• Blogs, Papers, Presentations, Articles
• Make your company the go to experts for on
  demand in your segment

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Marketing Communications

• Develop benefit-driven versus feature-driven key
  messages
• Select vehicles that reach target markets
• Choose right vehicle for right time
• PR for leveraging newsworthy events
• Direct mail for specific offers to specific
  audiences
• Convey key messages consistently
• Across all vehicles, all the time

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Additional Marketing Vehicles

• Public Relations
• Advertising
• Print
• Web banner and PPC
• Radio/TV
• Direct Mail
• Websites
• Blogs
• Word of mouth
• Brochures

• Promotional Items
• Partnerships
• Tradeshows and conferences
• Speaking engagements
• Articles
• Causes and special interests
• Customer invoices
• Microsoft
• Case studies
• Events