Tracking Your Customers’ ‘Digital Body Language’?

Do you drive your lead generation program to create demand?

Or

Do you drive demand generation to create interested leads in your product?

You cannot combine demand generation and lead generation; you can however enable the two systems to work simultaneously. Demand generation is:

• The alignment of marketing and sales teams around customers with focus on building an integrated lead management system.   
• About identifying sales-ready leads, lead nurturing, marketing automation and content marketing.

Demand generation is quite literally about generating demand! Aren't customers the source of demand? How much do you really know your customers and their personas? Understand your customers’ interests, buying behavior and process in order to materialize marketing efforts effectively.  First things first:

• Know your customers’ story, 
• Track their ‘digital body language’ 
• Identify their stage in the buying cycle. 

You will then be ready to launch a customized program specific to your customers’ persona, interests and stage in the sales cycle. One way to know the success of your efforts is through measurement. Evaluate performance of your Demand Generation campaigns through the Demand Generation - ‘4V’ Approach:

• Volume - Number of clicks, impressions, registrations, deals, SQLs, MQLs
• Velocity - Rate of conversion of each unit to the next level
• Value - Value of revenue and pipeline 
• Viscosity - Measurement of obstacles that prevent lead conversion from one stage to another

Generate sales-ready leads.

Let sales teams focus on closing deals.

Drive demand through conversations not campaigns.

Boost your demand generation programs with segmented databases

How Do You Do It? Generate Leads Or Demand First?

Is your content marketing plan developed to drive both demand and generate leads?

B2B Marketers more often than not cannot see the difference between Demand Generation and Lead Generation. Let us define them to understand why their focus is different:

• Lead Generation is to focus on content being offered and drive visitors to a registration page in order to access that content.

• Demand Generation focuses on products, services and solutions that cater to a particular demand of the market. The content for demand generation programs is developed to educate and promote what is being offered.

The best approach is to utilize lead generation and demand generation in sequence. Let’s try out the combinations:

Using Lead Generation first	You can develop a marketing database or leads and then generate demand through segmentation and targeted marketing.	Drip marketing using email nurturing programs is one the cost-effective ways of implementing a lead generation program.
Using Demand Generation first	You can generate interest in your offering and then capture leads to fulfill expressed interest.	For demand that was already created, form pages are alternatives to content offers where information on prospects can be obtained.

We are curious to know, how does it work in your organization? Does Demand Generation precede Lead Generation? Or vice versa. Keep us in the loop.

Moreover, whether you use Demand or Lead Generation or Content Marketing, try out our power-packed database!