Essentials of a demand generation programme
A demand generation programme includes many marketing and sales touchpoints mapped across a broad strategic timeline. For example, the journey may start with the customer reading a blog post and signing up for a newsletter, which leads to a follow-up call from the sales team, and ends with a customer experience survey and discount code for the next purchase.
The goal is to generate demand for your products and services and nurture personalised customer relationships throughout the entire customer journey—until the deal is closed.
To effectively create a long-term demand generation programme, there are four essential steps that will help you engage customers, drive conversion, and continuously improve your plan.
Coordinate marketing and sales strategies. Marketing tactics drive customer leads to the sales team, so it’s important that these two teams work together to set and measure goals. Integrating collaboration and coordination tools, like shared data and dashboards, helps sales and marketing work together efficiently and strategically to drive ROI.
Identify and segment audiences upfront. Demand generation pros believe the biggest mistake you can make is not segmenting your target audiences in enough detail. The narrower the target, the easier it is to deliver a personalised experience that’s more likely to convert. Marketing experts recommend using customer data to create and refine audience segments early and often.
Orchestrate the customer journey. Once you know exactly who you’re targeting, you’re ready to start nurturing leads and orchestrating the customer journey. You’ll use your marketing tactics and data-informed strategies to create demand, deliver personalised experiences, qualify leads, nurture relationships, and onboard new customers.
Use data to make informed decisions. As these customer journeys come to life, you’ll be collecting and using data to develop a 360-degree view of your customers. You’ll also be tracking and analysing the effectiveness of your marketing tactics in relation to conversion rates to better understand marketing attribution and make refinements to your marketing and sales strategies.
Demand generation programmes boost your efficiency in collaboration, segmentation, personalisation, lead generation, and conversion. When you have the essentials covered, it’s much easier for your teams to deliver ROI and happy customers.