Not long ago, when people wanted to make purchases, they had to rely almost solely on companies to provide them with the information they needed to make informed decisions.
Today, in addition to the millions of people accessing company websites and customer review websites, there are more than 750 million active users on Facebook and more than 175 million people using Twitter. The Internet has changed the way people make purchases. Information regarding products and services is available from multiple resources 24 hours a day via the Web.The availability of Internet technology has also had an impact on purchasing. In addition to home and office computers, we now have tablets and phones and countless other products that bring the Internet to us wherever we go.
The reason demand generation, or, targeted marketing, is considered more essential than ever is precisely because there are now vast amounts of information readily available to buyers worldwide. Marketers have to be able to gather customer information and use it to target customers and potential customers in order for their campaigns to reach the right audiences and remain effective.
The 2012 State of Demand Generation Report developed and released by SiriusDecisions supports what most of us in sales and marketing already know—which is that demand generation is no longer an option, but the norm. The report concludes: “Organizations are implementing a variety of new tools and tactics to optimize demand generation practices. From gamification and mobilization—to integrating new media and connecting marketing to the C-Suite—the new demand generation approach is comprised of a turnkey marketing mix.”
To understand buyers’ behaviors and direct them toward avenues that will lead to greater sales requires the integration of many modern tools and techniques. To actually engage buyers requires specific actions.
Below are four must-do tasks that any modern sales and marketing professional trying to bridge the gap between marketing and selling needs to perform in order to launch, implement, and see positive results from a demand marketing initiative.
1. Campaign Management.
This refers to the ability to gather and access all of the characteristics of every lead at all times.
2. Lead Management.
Most marketers today use a lead scoring system to determine exactly where each lead is at during every moment throughout the sales process. This system helps determine whether buyers are ready to be given over to the sales department.
3. Marketing Analysis.
Marketing analysis refers to the process of understanding all of the various components that are involved in influencing buyer behavior. Through market analysis, a marketer can gain a thorough understanding of the things that impact buyers.
4. Data Management.
This refers to the process of keeping all lead/buyer data current. Since the buying process can take weeks, months, or even years, marketers must keep close tabs on their data and make certain that it is being kept up to date in order to follow up on ongoing opportunities.
Obviously, to perform the tasks above, you need access to technology and resources that will enable you to create, develop, and maintain your demand marketing processes. The good news is that once you’ve got your processes in place, there are few limits to what you can do. As your business grows, continue to expand your demand marketing efforts, and you will continue to see results.
Lead Generating Companies
Make sure you choose a lead generation company that knows exactly what it takes to help generate sales for your company.