5 steps to demand generation success
TRANSCRIPT
OVERVIEWThe vast array of digital marketing models can sometimes complicate a process that can be broken down into 5 clear steps. While this is not a definitive guide to demand generation, it follows Stephen Covey’s principle:
“The Main Thing is to keep The Main Thing the Main Thing.”
Each step can allow for the use of a variety of marketing tools (both digital and non-digital), depending on vertical, audience, budgets, etc.
Lastly, while this is in essence a 5 step system, it is of course a continuum and also a deeply human and individual process.
#1 ATTRACT
ATTRACTIONDefinition: The Action Of Drawing Forth A Response
Key Requirements: Uniqueness Perceived Value
Key Marketing Objectives: Raise Awareness Create Curiosity Use Collected Data To Optimize Future Messaging
ATTRACTION IN ACTION
VIDEO
TRADESHOWS
DISPLAY RICH MEDIA
INTERACTIVECONTENT
#2 ENGAGE
ENGAGEMENT
Definition: To Occupy An Individual’s Attention
Key Requirements: A Strong Answer To The Unspoken Questions
(why engage , why now, what’s in it for me)
Use Emotions: Humor, Curiosity, Concerns
Key Marketing Objectives: Discover Prospects Motivations (wants and
needs) Educate And Differentiate
ENGAGEMENT IN ACTION
Clicking On An Ad Subscribing To Content Opting In To Drip
Marketing Doing Collateral Searches Making Comparisons Completing A Simple
Form
#3 Connect
Connection
Definition: A Contextual Relationship Between Two People
Key Requirements: A “Shared Reality” Increased Level Of Trust And Rapport
Key Marketing Objectives: To Have Potential Clients “Identify” With You and
Your Company’s Solutions Begin The Process Of Brand Affinity Prepare Them For The Acquisition Process (sales)
Connection In Action
Requesting Personalized Demo RFQ/RFP Asking For
Testimonials/References Downloading Trial Software
#4 THE OFFER
COMPELLING OFFER
Definition: An Offer That Is Irresistible And Pushes Toward A Specific Action
Key Requirements: Has A Clear Outcome Alleviates Pain And Creates Desire Contains At Least One Of Cialdini’s Influence Principles Carries A Strong Guarantee Removes Barriers To Action
Key Marketing Objectives: Eliminate Negative Internal Dialogue Create Sense Of Urgency Communicate Value Proposition
#5 The Close
Closing The DealDefinition: The End Of The Prospect/Sales Relationship And The Beginning Of The Client/Brand Experience Relationship.
Key Requirements: Prospect Is Now At Peak Of Motivation And Is
“Future Pacing”, Anticipating Relief Of Problem Has Externalized All Objections Good Marketing Has Already Made This
Effortless
Key Marketing Objectives: Eliminate Any Residual Negative Internal
Dialogue Plant The Seed For Referrals And Future
Purchases Simplify The Process For Client And Sales Team
