Demand Generation Marketing - Televerde

1
Demand Generation Marketing

• How to Successfully Create Demand through
  Outsourcing

2
Demand Generation Marketing

• Demand generation marketing involves increasing
  revenue opportunities by improving the sales
  pipeline. An agency or outsourcing firm can help
  companies identify new customers, accelerate
  sales, and collect market information.
• To be successful, demand creation programs must
  focus on the elements that make the biggest
  difference. Outsourcing companies will know what
  issues to focus on to achieve the best results.

3
Demand Generation Marketing

• Aligning Sales and Marketing to Determine Lead
  Qualifying Criteria
• In many organizations, sales and marketing
  departments become at odds. A common source of
  frustration for both groups is what constitutes a
  qualified lead. The responsibility for
  successful demand generation marketing needs to
  fall with both departments.
• For example, both departments need to agree on
  qualifying criteria for the leads generated. If
  marketing produces sales leads not consistent
  with a salespersons qualifying criteria, chances
  are the lead will not get worked. In this case,
  the money spent on demand generation marketing
  can be wasted.
• By involving both marketing and sales at the
  start of a demand generation marketing program,
  qualifying criteria can be determined. Then, the
  right prospects can be targeted and subsequently
  distributed for sales rep follow-up.

4
Demand Generation Marketing

• Enabling Sales and Marketing with the Proper
  Resources
• Marketing and sales must have the right tools,
  training, lead intelligence and support to work
  qualified leads. First, a demand generation
  marketing program must provide sales reps with
  effective collateral material. Examples of this
  material include brochures, customer
  testimonials, data sheets, white papers and case
  studies.

5
Demand Generation Marketing

• Enabling Sales and Marketing with the Proper
  Resources
• To help support demand generation marketing, an
  outsourcing company can schedule sales
  appointments. And, they can accomplish more
  complex tasks like collect intelligence about
  prospects at the account and contact level.
• In addition to having good materials,
  salespeople also need to know when to provide
  them to prospects. Different information will be
  required at various stages of the sales cycle.
  Determining factors include the specific solution
  the prospect is interested in, why theyre
  looking to buy, what kind of budget they have,
  how much research and comparison shopping theyve
  done, and when they expect to make their purchase
  decision.

6
Demand Generation Marketing

• Creating Integrated Marketing with Human and
  Digital Efforts
•  
• Automation is becoming a mainstay in demand
  generation marketing. A critical component,
  automation uses technology to help track and
  manage prospects.
• Although automated solutions can improve the
  performance of demand generation marketing
  programs, it cannot be the sole element and its
  definitely not a panacea. In other words, you
  cant rely on automation alone to manage your
  leads. Instead, marketing automation solutions
  must be combined with a strong lead management
  process and the human touch (i.e., telemarketing
  and teleprospecting).

7
Demand Generation Marketing

• Using human contact in conjunction with
  automation will deliver a more comprehensive,
  results-drive solution. Continual and strategic
  contact with prospects can build credibility.
  Its a well-known fact that prospects want to buy
  from companies and sales reps they trust.
  Relationships start and endure at the individual
  level between the buyer and the sales
  rep/relationship manager.
• No qualified prospect wants to be contacted
  solely through digital media. Many prospects
  want a live person to help them through the sales
  cycle. They want to be listened to and understood
  before committing to a purchase.

8
Demand Generation Marketing

• In B2B marketing especially, sales may be more
  complex and the cycle lengthy. In these cases,
  leads must be nurtured throughout the process.
  And this nurturing requires the human touch.
• The critical part of every demand generation
  program, therefore, is to know how and when to
  use digital contact and the human touch. When
  these two contact methods are integrated, you can
  expect to achieve the best outcome.

9
About the Author

• Larry Fleischman is Director of Marketing for
  Televerde, a leading B2B provider of sales
  pipeline development solutions. For more
  information about demand generation marketing,
  visit
• http//www.televerde.com/solutions/demand-genera
  tion-marketing