Disclaimer: This blog is not: marketing jargon for “How do I get more people interested?” Okay, with that out of the way. . .
While increasing your pipeline is a part of the equation, this concept extends far beyond the first stage of the funnel. Demand generation programs stretch across touchpoints and marketing campaigns to build and foster long-term customer relationships.
You’ll be most effective if you approach it with a plan.
First, try to establish:
– What are your goals?
– Who are you trying to reach – and how should you reach them?
– What KPIs will help you measure success?
The Whole Shebang
Demand generation strategies should take into account buyers at every stage of the cycle – from the first-time lurker to the repeat purchaser.
Brand Awareness
Lead Nurturing
Sales & Customer Retention
Is anything of value ‘one-size-fits-all’?
A single message likely won’t resonate with every target audience. Segment each step of the sales cycle into your user personas so you can tailor each experience. Take demographics, communication preferences, and motivations into account so that you (and not the competition) are directly addressing their needs. The goal is to ‘make it personal.’
TL;DR
Whether we’re talking touchpoints, target audiences, or funnels, your demand generation strategies should encompass a comprehensive look at the buying cycle and target audiences – beyond generating leads. Start with establishing goals and establishing the tools available to you at every stage of engagement. Tailor your techniques to each audience group and be a good listener.
Effective demand generation programs will provide your sales team qualified leads, provide insight into product improvements, and build long-term customer relationships.