demand generation.

Creating the system in which leads are automatically filtered through your organization's tech stack, involves more than just a sophisticated tool, but a team of salespersons and marketing staff that follow consistent and uniform processes. Below is a basic guideline to the steps I take when implementing a solid demand generation program. 

building the demand generation machine

sales and marketing alignment

• Develop a service level agreement.

• Create training materials.

• Develop a lead management process for all campaigns and tradeshows.

• Host a training session.

tech stack

• Complete the marketing automation and CRM integration.

• Website content management systems.

• Build lead conversion points: landing pages and calls-to-action.

• Lead nurturing programs.

segmentation

• Develop buyer personas.

• Create a buyers journey.

• Develop lead nurture programs for each persona.

campaigns and content

• Create content such as eBooks, infographics, webinars, and etc. 

• Develop a content distribution strategy.

transfer and assign leads

• Automatically move and assign leads to sales.

• Attach tracking to report on ROI.

lead scoring and grading

• Develop a lead scoring program.

• Develop a grading program.

• Program marketing automation platform and establish rules to elevate potential leads.

analytics and reporting

• Develop reports and dashboards to show ROI, campaign influence, sales accepted leads, and etc.

customer success programs

• Develop customer success programs that allow for educational cross-selling opportunities. Depending on the business model, some examples are webinars on capabilities for ancillary products or training on how to use a product when revenue is determined by use/spend.