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How to Build Your Digital Demand Gen Engine - Lauren McCormack, BuildFire

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How to Build Your Digital Demand Gen Engine - Lauren McCormack, BuildFire

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A supercharged demand generation engine requires an artful blend of both strategy and science. This session will teach you best practices for generating demand at scale. You will learn how to develop and refine your ideal customer profile (ICP). Next, you'll discover tips and tricks for implementing your ICP to drive demand using martech, paid search and social advertising, and marketing automation. Throughout the session, you'll learn how to optimize performance and measure your success.

A supercharged demand generation engine requires an artful blend of both strategy and science. This session will teach you best practices for generating demand at scale. You will learn how to develop and refine your ideal customer profile (ICP). Next, you'll discover tips and tricks for implementing your ICP to drive demand using martech, paid search and social advertising, and marketing automation. Throughout the session, you'll learn how to optimize performance and measure your success.

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How to Build Your Digital Demand Gen Engine - Lauren McCormack, BuildFire

  1. 1. KEYNOTE PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022 DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest Lauren McCormack VICE PRESIDENT OF MARKETING BUILDFIRE How to Build Your Digital Demand Gen Engine
  2. 2. MEET THE SPEAKER: LAUREN MCCORMACK • 20 years of marketing experience • MBA – Kelley School of Business at Indiana University (2016) • Marketo Adobe Champion(2021-present) • DigitalMarketing Program Advisory Council, CaliforniaState University (2021-present)
  3. 3. WHAT IS DEMAND GEN? • Drives revenue by creating sales pipeline • Goes beyond "awareness and interest" • Creates predictable, scalable, qualified leads • Balances quality and quantity appropriately
  4. 4. WHAT IS DEMAND GEN? • Art and science • Scientific method approach • Hire gifted people and shine the spotlight on them • Don't overinvest in tech without team resources to support it
  5. 5. WHAT IS DEMAND GEN? • Hourglass funnel • Demand gen doesn't stop after the sale • Reduce churn, promote retention, and cultivate cross-sell and upsell initiatives • Measure and improve lead velocity • Revenue is the North Star
  6. 6. WHAT IS DEMAND GEN? • "Feeding" sales • Requires a constantfeedback loop • Capture interest and qualification • NIHITO
  7. 7. WHAT'S AN ICP? • Demographics, firmographics, interest • Not always the same as a persona • "Dream" customer • Look to your customer data, but question it
  8. 8. WHAT'S AN ICP? • Existing customer may not be the ideal • Profitability • Churn • Sustainabilityand growth • Analyze the best and worst customersto find your ideal
  9. 9. WHAT'S AN ICP? • Data-driven • Focused – "everybody" isn't an ICP • Include demographics, firmographics, behavior • Not a persona • Not a lead scoring model
  10. 10. HOW WILL THE ICP CREATE DEMAND? • Use your datapointsto find your people • Meet them where they are comfortable • Present yourWIFM • Be consistent but not relentless
  11. 11. HOW DOES THE DEMAND TURN INTO REVENUE? • Lead Scoring • Best Bets
  12. 12. HOW DOES THE DEMAND TURN INTO REVENUE? • Appointment setting • Recycle programs • Verify your routing - "No Lead Left Behind"
  13. 13. HOW DO YOU MEASURE SUCCESS? • UTM structures • Look at the individual leads • Influence vs. attribution
  14. 14. HOW DO YOU MEASURE SUCCESS? • CPL and lead volume • SAL volume and cost per SAL • TCV, MRR, ARR
  15. 15. ANY QUESTIONS?
  16. 16. THANKS FOR ATTENDING

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