Proven strategies, best practices and technologies are finally in place to allow companies to engineer, measure and optimize their revenue performance. This presentation gives a succinct and valuable overview of the demand generation fundamentals that companies are using today to dramatically improve their revenue performance.

1. Demand Generation Fundamentals

2. THE REVENUE ENGINE
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3. Q: What’s a Revenue Engine?
A: The marketing and sales platform that integrates
strategy, process, content, technology and analytics to
power your company’s sales funnel.
Awareness Consideration Purchase Loyalty
Successful organizations evolve their revenue engine
as they compete, grow and face different challenges.
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4. REVENUE ENGINE
Build it around the buying process and buyer roles
ECONOMIC
DECISION
MAKER
Awareness Consideration Purchase Loyalty
TECHNICAL
Decide
to
stay,
Decide
to
recommend
Valida6on,
INFLUENCER
Discovery,
Selec6on,
Decision
Evalua6on,
Short
list
Awareness
of
need
and
interest
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5. A BROKEN REVENUE ENGINE
Awareness Consideration Purchase Loyalty
SEO
/
Website
DECISION
MAKER
? ?
Wasted
sales
efforts
Webinar
Poorly
qualified
Weak
metrics
PPC
leads
No
consistent
lead
nurturing
Sporadic
up-­‐sell
/
cross-­‐sell
No
capturing
Random
acts
of
leads
of
awareness
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6. A WELL-DESIGNED REVENUE ENGINE Relevance
=
Revenue
Awareness Consideration Purchase Loyalty
ECONOMIC
DECISION
Sales Sales
MAKER
Marketing
Qualified
Qualified Accepted
Inquiry Lead Lead Customer Fan
Lead
(SAL) (SQL)
(MQL)
TECHNICAL
Real
qualifica6on
Customer
nurturing
True
lead
nurturing
INFLUENCER
Segmented
messaging
No
lost
leads
Strong
lead
capture
Speaks
to
key
buyer
roles
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7. WHY LEAD CAPTURE AND NURTURING IS SO CRITICAL
Over 90% of your website visitors aren’t ready to buy yet – they’re
researching. However, 70+% will eventually buy from some company
in your market space. – Lead Gen for the Complex Sale, Brian Carroll
Companies who excel at lead nurturing generate 50% more sales-
ready leads at 33% lower cost per lead. – Forrester and CSO
Insights
Lead nurturing generates 20+% more sales. – DemandGen
70% of leads will originate from the web by 2015. – SiriusDecisions
Buyers typically don’t want to talk to a salesperson until the last third
of the buying process. – Tippit CRM Research
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8. REVENUE ENGINE:
STEP-BY-STEP
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9. DEMAND GEN PROCESS OVERVIEW
(1) Create
Awareness and
Capture
(7) Measure (2) Lead
and Report Nurturing
Content Strategy
Data
(6) Customer (3) Build profile
Nurturing Technology Process for each lead
(5) Arm Sales (4) Score and
With Information Route Leads
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10. STEP 1
Attract and engage your target buyer roles
Awareness Consideration Purchase Loyalty
EXECUTIVE
DECISION
MAKER
TECHNICAL
INFLUENCER
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11. STEP 2
Nurture those leads with multi-touch campaigns
Awareness Consideration Purchase Loyalty
EXECUTIVE
DECISION
MAKER
TECHNICAL
INFLUENCER
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12. STEP 2
A simple lead nurture campaign
Awareness Consideration Purchase Loyalty
EXECUTIVE
DECISION
MAKER
TECHNICAL
INFLUENCER
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13. STEP 3
Build a profile with behavioral and demographic data
Awareness Consideration Purchase Loyalty
EXECUTIVE
Website Visits
Email Activity
Demographic
DECISION
Data Capture Behavioral Landing
MAKER
Data Capture Pages Newsletter
Webinar
Event Surveys
Attendance Case Study
Attendance
TECHNICAL
Downloads
Referring Sites Social Media
Interaction
White Paper
Downloads
INFLUENCER
Marketing Database
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14. STEP 4
Data-driven lead scoring and lead routing
Awareness Consideration Purchase Loyalty
Loyalty
EXECUTIVE
Marketing Database
Score Score
DECISION
Demographic Scores Change Behavior Scores Change
MAKER
Target Segment +3 10+ Cum. Minutes on Website +5
Target Needs/Problems +4 Visits Website 4+ times +5
Target Geography +5 Last Web Visit 1 Week +3
TECHNICAL
Multiple Leads, Same Company +5 Visits Pricing Page +5
Job Function +2 White Paper Download + 5 each
Senior Title +4 Visits Any Web Page + 1 each
Size of Company +2 Clicks Link in Email + 1 each
Decision Timeframe 1 – 2 Months +5 Fills Out Form + 2 each
Decision Timeframe 3 – 6 Months +3 No Activity Last 2 Weeks - 3 each
INFLUENCER
Budget Allocated for Solution +5 Attends Webinar + 5 each
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15. STEP 5
Arm your sales team with information
Awareness Consideration Purchase Loyalty
Loyalty
EXECUTIVE
DECISION
MAKER
TECHNICAL
INFLUENCER
Sales people can view a prospect’s detailed history
through their Salesforce.com dashboard.
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16. STEP 6
Customer nurturing
Awareness Consideration Conversion
Purchase Loyalty
EXECUTIVE
DECISION
MAKER
TECHNICAL
INFLUENCER
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17. STEP 7
Measure and report
Awareness Loyalty
1. Dashboards
2. Standard Reports
3. Alerts
4. Email Delivery
5. CRM Integration
6. Custom Reports
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18. STEP 7
Example metrics
Business Results Campaign Metrics
1. B2B Sales performance 1. Conversion rates
2. B2B Budget performance 2. Influence on stage movement
3. Influence on revenue
Program Metrics 4. Unsubscribe rates
1. Closed deals 5. Press mentions
2. Marketing influenced revenue 6. Social media growth/usage
3. Cost per lead 7. Keyword tracking
4. Cycle time 8. Search Ranking
5. Awareness / Perceptual Shifts
6. Marketing and sales alignment Asset Performance (Response)
Usage, traffic, conversion, unsubscribes,
bounceback, forwarding, sharing
Stage Metrics
1. Conversion rates 1. Website stats (visits, new, bounce, time,
pages, traffic sources, trends, etc)
2. Lead volume / database growth 2. Email stats
3. Profile completeness 3. Form stats
4. Data quality 4. Landing page stats
5. Lead sources 5. Event attendance
6. Blogs
7. White papers
8. Industry reports
9. Case studies
10. Sales enablement resources
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19. METRICS – START HERE
Each company’s measurement and reporting system will emphasis metrics
and key performance indicators that are most needed in their unique situation.
However, there are a few areas that you should focus on from the beginning:
Measure marketing’s impact on your opportunity pipeline
• marketing sourced pipeline
• marketing influenced pipeline
Measure your stage results
• Inquiries and their source
• Marketing-qualified leads (MQL)
• Sales accepted leads (SAL)
• Sales qualified leads (SQL) / opportunities
• Closed/won business
Measure what its costing you to generate qualified leads and closed deals
(ROI measures)
• investment-to-sales-accepted lead
• investment-to-revenue
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20. ABOUT ID
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21. INTELLIGENT DEMAND
We’re a strategic marketing and demand generation agency
based in Denver, CO. Founded in 2007. We serve clients in
financial services, ecommerce, media, software, corrections,
healthcare, retail and entertainment industries.
Our clients move from Marketing 1.0 to Marketing 2.0 with the
following services:
• Strategy Consulting
• Demand Generation System Design
• Technology Consulting and Implementation
• Messaging Strategy and Content Development
• Analytics and Optimization Services
We work collaboratively with our clients to design, build and
optimize revenue engines.
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22. OUR PROVEN METHODOLOGY
A Flexible Framework
We’ve refined our methodology through scores of successful client
engagements. It delivers results because it’s been tested in a
variety of customer and market settings, and because it is deeply
rooted in industry best practices. This equates quicker time-to-value
and lower project risk for you.
At its core though, our methodology is a very human process; it’s our
team working with your team to deeply understand the need set and
then provide targeted solutions that dramatically improve your
revenue performance. It is a fundamentally collaborative approach.
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23. REVENUE ENGINE
Worth the Investment
Forrester, Gartner, Aberdeen Group and Sirius Decisions report
that best-of-breed companies who invest in these demand
generation strategies achieve the following results:
• 18% higher revenue
• 16.5% higher campaign response rates and conversion rates
• 50% decrease in time to execute campaigns
• 85% decrease in cost per lead
• 9.3% higher sales quota achievement and 7% higher win rates
• 100% increase in deal size
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24. MARKETING 1.0! MARKETING 2.0!
Interruptive, push model" Permission-based, pull model"
Batch-and-blast messaging" Segmented, targeted and personalized
messaging"
Expensive, hard-to-track outbound Targeted mix of inbound + outbound
techniques" techniques"
Company controls flow of information (sales Prospects and customers control flow of
process)" information (buying process)"
Sales collateral, brochures, “product speak”" Thought leadership, value-added content
marketing"
Marketing does awareness air war. Sales Marketing does lead gen, lead nurturing,
does prospecting, nurturing, qualification, lead scoring and routes truly qualified leads
consulting, closing. " to sales. Sales consults and closes."
Little-to-no reporting or metrics" Data-driven analytics and optimization"
Manual processes" Automated, then high touch as needed"
Guessing" Learning and optimizing"
Reliance on one or two channels/tactics" Multiple, integrated channels/tactics"
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25. TO DOWNLOAD
THIS PRESENTATION
Please visit…
http://intelligentdemand.com/
resources/presentations/
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26. Smarter, faster revenue growth