3 Building Blocks for Accelerating Demand Generation

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3 Building Blocks for
Demand Generation

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Today’s Presenter
Jay Hidalgo
Demand Gen Coach
@jayhidalgo

Agenda
• The State of Demand Generation Today
• Overview of the Demand Gen Process and Framework
• 3 Building Blocks for Demand Generation
• Questions

The State of Demand Generation Today

Marketers Are Still Struggling To
Generate Leads
• More than two thirds (68%)
of companies report
struggling with lead
generation
Source: Source: Lattice Engines/CSO Insights

The Buyer Doesn’t Need Us
• 90% of business buyers say
when they’re ready to buy,
they’ll find you
Source: Demand Gen Report

The Buyer Doesn’t Need Us
Although it varies greatly with
product complexity and market
maturity, today’s buyers might be
anywhere from two-thirds to 90%
of the way through their journey
before they reach out to the
vendor.
Source: Forrester (L. Wizdo)

We Don’t Know The Buyer
"Half of the marketers create and
use content that educates buyers
on their issues and problems, but
only 14% align compelling content
with buyer journeys in a way that
tells a story."
Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed”

“86% of the 'unique benefits'
touted by vendors were not
perceived as unique or having
enough impact to create
preference.”
Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity,”
We Don’t Know What The Buyer Wants

As A Result…
• 79% of marketing leads never convert
into sales.(Source: MarketingSherpa)
• 61% of B2B marketers send all leads
directly to Sales; however, only 27% of
those leads will be qualified. (Source:
MarketingSherpa)
• 90% of marketing deliverables are
not used by sales. (Source: The New
Rules of Sales Enablement)

And Yet…
• Companies with mature lead generation
and management practices have a 9.3%
higher sales quota achievement rate.
(Source: CSO Insights)
• 46% of marketers with mature lead
management processes have sales teams
that follow up on more than 75% of
marketing-generated leads. (Source:
Forrester Research)
• Companies that excel at lead nurturing
generate 50% more sales ready leads at
33% lower cost. (Source: Forrester
Research)
• Companies with better than average
demand generation process experience a
416% increase in closed deals over
companies with little to no process.
(Source: SiriusDecisions)

• Leaders aligned nurture campaign
content with buyer persona and buy
cycle stage more than twice as often as
laggard organizations.
• As a result of this the best-in-class firms
also averaged a 20% lower average
nurture cycle period and 48% higher
nurture campaign leads.
Here’s The Difference

The Demand Generation Process

The Framework
The Buyer

Start with Knowing the Buyer –
Buyer Persona
• What is a Buyer Persona?
• A short bio of the typical customer
• Person description
• Includes information on
• Buyer’s background
• Daily activities/behavior
• Current solutions to problem
• What’s important to this buyer

Sample Persona

Buyer Persona Matrix - Example
Manager Director/Sr.
Director
Vice - President CxO
Buyer
Background
Daily Activity
Challenges
Solutions to
Challenges
Compelling
Event

Knowing the Buying Process
• The steps the buyer goes through
from need identification to post
purchase
• From THEIR view, not yours
• Should be customized, not “vanilla”
• Provides a framework for providing
the right message at the right time

• Whiteboard the hypothetical buying process
• Test initial hypotheses with internal and external marketing research
• Validate with stakeholders (prospects, customers, sales, marketing)
After reviewing
all options,
narrow down to
top 2 or 3 and
plan onsite
visits
• Season of Life
• Dissatisfaction
with current
school
Looking for
other options;
looking at
features such
as proximity,
culture, safety,
academics
Select the
preferred
institution;
confirm that
this choice
meets our
needs
Fill out
application;
learn about the
enrollment
process and
get ready for
first day
Change of
Status Quo
Info
Gathering
Narrow
Choices
Choose Enroll
Building the Buying Process

• They are the basis for database segmentation
• They are the basis for lead qualification
• They are the basis for developing content
Why is the Buyer Persona & Buying
Process Important?

Database Structure

Lead Qualification Rules for Routing and Criteria
The following criteria/rules will be captured (as much as is feasible) on all Responses and Leads.
Rules
Responses will become Marketing Qualified when…
1.The response is a product download (behavior)
2.The response requests a contact from sales (behavior)
3.The response is an registrant or attendee from a product oriented webinar (behavior)
4.The response registered for or attended a seminar (behavior)
5.Have 11 or more technicians (background)
Criteria
The following criteria will be built into the Lead Management process, and will be captured from Responses and Leads:
Budget (background)
Approved?
Not Approved?
Need Help Developing a Budget
Unknown, Too early to determine
•Industry (demographic)
•Number of Help Desk Staff (background)
•Initial Product Interest (Current Solution to Problem)
Product A
Product B
Product C
Product D
Product E
Product F
Lead Qualification Example

Build Content
Source: Keith Holloway, One Degree
Buyer Persona/Buying
Cycle Stage
Gain Permission Overcome Objections Support Decisions
Economic Whitepaper A ROI/CTO Calculators • Proposal
• ROI/TCO Calculators
Technical • Brochure
• Whitepaper B
• Webinar
• Free Trial
• Test Drive
• Help Files
• Documentation
• Case Studies
• Testimonials
Influencer • Success Stories
• Newsletter
ROI/CTO Calculators References and
Endorsements
Executive Whitepaper A ROI/CTO Calculators • Proposal
• References and
Endorsements

Build a Content Plan
• Content is information that is of value to
visitor/prospect/customer. Often, they are
willing to exchange their contact details to
access it
• Different content will be more/less
effective depending on the buyers
relationship with the company, and their
place in the buying journey
• Content can be delivered across multiple
channels:
• Web
• Email
• Social media
• Mobile
• Call center
• Offline: direct mail, advertising, events

Keys to Building Content Plan
• Engaging with and building a relationship
with prospects and customers
• Providing relevant and timely information
based on their needs, not yours
• Content can/should be repurposed for
different campaigns and channels
(Rule of 4)
• Offers should be developed for a specific
persona(s)
• Will aide in a greater velocity in deals through
the pipeline
• Marketing and sales should collaborate

Content Matrix Model
Source: Tom Pisello, Content Marketing Institute

Content Blueprint
Buyer
Persona/Buying
Stage
Stage 1 Stage2 Stage 3 Stage 4 Stage 5
Persona
Persona
Persona
Persona

Takeaways…
• The difference between best-in class
companies and laggards is the
implementation of the 3 Building
Blocks
• Buyer Personas
• Buyer Process
• Content Plan
• Develop these 3 collaboratively
with sales
• Roll out demand generation
programs and process AFTER these
are established

Learn More About Act-On Software
Interested in Demo?
+1 (877) 530-1555
sales@act-on.com
www.act-on.com/wave
THE FORRESTER WAVE™
LEADER QUADRANT

Q&A
Jay Hidalgo
Demand Gen Coach
@jayhidalgo

3 Building Blocks for Accelerating Demand Generation

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