In the modern marketing world, digital marketing, demand generation and lead generation are often used interchangeably. And while there are overlapping elements, modern marketers may struggle to generate demand and convert marketing interactions into leads if they are not aware of the commonalities and differences between demand and lead generation.
In its simplest form, Demand Generation is focused on shaping the audience’s perspective, while lead generation is focused on capturing their information. If we dig slightly deeper, demand generation is the process of driving awareness for your company’s products or services, with the goal of creating relationships with prospective customers throughout the entire buyer journey. You in effect create buyers ready to raise their hands. If you don’t have a buyer journey mapped out, you aren’t doing demand generation.
Sales Outcomes provides a robust suite of demand generation services that span the entire lead lifecycle, from new lead acquisition to lead nurturing and customer marketing. We generate measurable, actionable interest in your brand, product or service, and also help move prospects along the sales cycle, and reinforce that customer relationship over time.
Our services include:
Lead Scoring Process Review and Refinement:
We assist in developing new lead scoring process, adjusting existing processes, or monitor processes to continually calibrate for success.
Lead Nurturing Program Design and Development:
We design and develop lead nurturing programs that deliver the content at the optimal time in the buyer journey.
A-B Testing and Campaign Effectiveness:
We develop creative approaches for testing multiple offers, creative concepts, design, or content in order to achieve the highest possible results from your campaigns.
Analytics and Reporting:
Leveraging marketing automation and/or CRM applications, we assist in creating campaign reports and dashboards, that provide clear insight for improving ROI.
Managing Campaign Definition and Execution Process:
We can support or manage campaigns from design through execution by applying a proven campaign management framework.
We are well-versed on developing content that maps to key buyer journey milestones, specific contact personas, or specific sales objectives.
Sales and Marketing Alignment:
We excel and aligning the sales and marketing teams to demand generation goals, curate SLAs, metrics and KPIs that support how sales and marketing work, including campaign execution timelines, qualified lead criteria, and sales enablement tools (e.g., CRM) integration.
Measuring Marketing ROI and Constant and Never Improvement (CANI)
Measuring marketing ROI is a gradual venture that requires a pragmatic approach that takes into account the organizations ability to adopt change. To that end we develop the appropriate reports and dashboards to analyze campaign results, and provide insight to encourage CANI.