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An effective B2B demand generation program kick-starts the overall success of an end-to-end channel marketing campaign. In fact, by building a sustainable demand gen program that produces concrete business results, you will answer the demand for the most elusive of all B2B marcom creatures – measurable ROI.
A profitable demand gen campaign today involves far more than compiling the number of captured email addresses, clicks on a dedicated web page or downloaded white papers. Leveraging results-driven measurement at each stage of the sales cycle can help you design a strong demand gen program that’s targeted, flexible and generates real business results.
Demand Generation
Here are four things that no demand gen program in tech channel marketing should be without today:
- A thorough understanding of your audience – Creating a generic marketing campaign with generic messages pushed out to untargeted lists will lead to generic results. Researching your target audience, understanding their needs and designing your content to answer their needs (and nor necessarily your own) will facilitate their movement through the sales cycle and increase the success of your demand gen efforts.
- Researched and tested your campaign messages – Developing campaign messages without having some knowledge of customer sentiment and need will likely lead to less-than-expected results. A quick survey, customer interviews, feedback from sales staff and data mining can help lead message development. Some companies are also floating messages in social media channels to see if they resonate with target audiences before launching a full campaign. Remember – research makes perfect.
- Integration with your sales team – Leads from a demand gen program likely won’t be converted to sales without collaboration between marketing and sales teams throughout the length of the sales cycle. Sales can help set the course for the demand gen program’s messaging, while information gathered by the marketing outreach can help sales speak intelligently to prospects and close sales.
- Measurable results, optimized programs – Monitoring and analyzing data from a demand gen program can’t wait until the end of the campaign. Ongoing evaluation during the campaign can help you refine tactics if necessary and delivers value for both the current campaign and future programs. It also helps you see if benchmarks are being met at each stage of the campaign. Real time analysis also allows you to proactively shift resources to the highest-performing tactics – in real time.
Using these tips as a foundation for your next demand gen program will set your organization on the right track for delivering business results and keeping the c-suite and your channel partners happy and enthusiastic about your marketing strategies.
Want to learn more about how Canyon Communications can help you fill your sales funnel, deliver ROI and impress the C-suite? Check out what Avnet Technology Solutions Sr. Product Manager Wendy Ganza has to say about building a competitive edge with the Canyon team, or visit us at www.canyoncomm.com.
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