The 5 Biggest Mistakes in Demand Generation, presented at the CMO Thought Leadership Summit by Jeff Ogden of Find New Customers, Barbara Dondiego SVP of Level 3 Communications, and Ed Lemire, EVP of Acteva.
14. Single Tactic â Some Results
⢠Direct
Campaign
⢠Flat Envelope
⢠2% Response
15. On Going Program Approach
Results
⢠Investment in Holistic
Customer Cycle
⢠Reduced Cost Per Lead,
with Greater Response
⢠Improved Process
Adoption by Sales Team
⢠Marketing As Thought
Leader vs Executor
17. Mistake #3-Confusing Lists & Leads
Case Study
ď Why do we consider that âNameâ a âLeadâ?
ď Because Salesforce.com says so!
ď Leads have many different life cycles
ď Assessing what type of Lead you have is paramount
ď True comparisons can be made once all assumptions are
known
ď Demand generation to develop leads at each level increases
overall conversion
18. Mistake #4: Focusing on Response
Rates vs Results
ď Advertising/Adwords
Case Study campaigns can be big culprits
of mismatched expectations
ď Reach, Awareness, Shock
Effect, Inquiries, Sales
ď What is the focus and goal?
ď Ultimately all comes down to
Sales. But is everyone aligned?
ď When Marketing is excited and
Sales is less than impressed,
something is wrong
ď LeadsâŚleadsâŚleadsâŚ.the
results are great. Are they?
ď 3% versus .02% became
customers with simple change
ď Only be happy when sales is
complaining less than normal
about Leads