It is without a doubt that demand generation marketers are key to getting customers excited about your company’s products and services by reaching new markets, promoting new product features, building consumer buzz, generating and re-engaging existing customers.
Today’s marketers adopt these technological changes so that they can better engage with buyers with information that is relevant to them and also personalised.
It begins with a buyer persona: knowing who your target is, what they care about, what problems your offering helps them address, why your offer is relevant and why it’s unique. You need to understand the buying journey for that persona or personas—which type of information they need at each stage of the buying journey, all the way from initial awareness to becoming a customer.
You also work with Sales to agree on all funnel definitions: when a marketing-qualified lead becomes a sales-accepted lead, when that SAL becomes a sales-qualified lead and so on — all the way through to closed/won or closed/lost.
With those building blocks in place, you can then identify which tactics — white papers, webinars and so forth — you’ll employ to get the conversions you need.
“How marketing automation helps is that you start looking at this less as generating leads and more as ‘how can I have an ongoing conversation with my personas, all the way from when they first are considering this problem through when they become a customer. The right marketing automation platform will enable you to have that kind of ongoing conversation, all the way from when they’re a prospect through to becoming a customer, and beyond. And do it in a way that is very natural and seamless, and really helps your buyer overcome any problem they face in their marketing world.”
“In this data-driven world, it doesn’t matter what people say or what people do, the data must prove it. You have to have a marketing automation platform that connects the dots all the way from A to Z, to give you that visibility.”
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.