How to Increase Sales with Demand Generation

How Demand Generation
Increases Sales

What is Demand Generation?
Demand generation is about
driving awareness and interest in
a company's products and
services through open
distribution of information or
content.
2017-02-22
Awareness
Interest
Consideration
Preference
Sale
© 2017 360integralmarketing, a division of Digital Text Marketing Inc.
All Rights Reserved.

Role of Demand Generation
Demand Generation helps your
organization expand into new
markets, launch new products,
build your brand reputation and
ultimately warms-up prospects
and clients into buying more
products and services.
2017-02-22
Awareness
Interest
Consideration
Preference
Sale
Confidential and Proprietary of 360integralmarketing, a division
of Digital Text Marketing Inc.

Where?
When?
Who? How?
Demand Generation Starts with Knowing Your Buyers
Get a deeper understanding of
your buyers and buyer behavior
through creating personas.

Where?
When?
Who? How?
Define Buyer Personas
Who are they? What are they
trying to accomplish? What goals
drive their behavior? What and
Who influences their purchase?
How do they think? How do they
buy? Why do they make the
buying decisions they do?
Where do they buy? When do
they decide to buy? How do they
consume media? What marketing
channels do they respond to?

Infographics
Blogs
Videos
Case
Studies
Develop Content to Build Demand
Deciding what content and
where to promote your
content depends on several
things:
• the product and the market place
• where and how your buyer
personas prefers to consume
content
• what will generate the most
desired response at the lowest cost

“When you build content
especially for your buyer
personas, you build a
relationship with people
before you’ve even met
them.”
David Meerman Scott, Marketing Strategist and Author
The New Rules of Marketing & PR
.

Buyers Journey
Loosening
the Status
Quo
Committing
to change
Exploring
the
Solutions
Committing
to the
Solution
Justifying
the
Decision
Making the
Selection
Demand Generation content focuses on the buyers
journey and moving the buyer to the final decision to buy

How Innovative is Your Product or Service?
New Concept
New Paradigm
Established Market
Knowing how innovative your product is in the market will
impact your content strategy for generating demand.

Generating Demand for a New Concept
Thought Leadership
I understand the problem and connect to your need
New Concept
Content
Whitepaper, Articles, Social Media, Newsletters, Webinars
Content needs to convince them there’s a problem and you can solve it.

Generating Demand for a New Paradigm
Solution Knowledge
Your solution applies to our need.
Online & Live Events, Use
scenarios,
Case Studies
Value Story
Our solution will have the
greatest impact to your business
Presentations, Demos,
Competitive Tools
New Paradigm
Use content to change their perception of how to solve the problem.

Generating Demand in an Established Market
Value Validation
Business case is justified
Proof points, ROI/TCO tools
References, Proposals
Impact Assessment
Validate & Reinforce
Value Reviews
ROI Worksheets
Established Market
Use content to convince the buyer you are the right choice.

Demand Generation has the Whole Process in Mind
Thought Leadership Solution
Knowledge
Value Story
Value
Validation
Impact
Assessment
New Concept
New Paradigm Established Market

Demand
Generation
Across Channels

• 93% of B2B customers research companies and products before making a
purchase.*
• By the time telesales speaks to a prospect, opinions are formed
• Successful companies learn ways to hijack the Digital Conversation with demand
generation.
Cold calling can be more about taking…
taking information, taking their time while making them feel uncomfortable.
Demand Generation Replaces Cold Calling
*Marketing Sherpa

Inbound vs Outbound Channels
Both inbound and outbound marketing channels can be leveraged, whether to
push or pull prospects to increase demand.
• Social Media
• Blogging
• Website
• SEO
Inbound
• Email
• Direct Mail
• PR
• Advertising
Outbound

Channels Marketers are Adding in 2017
https://www.hubspot.com/marketing-statistics

Successful Companies
Persuade the Digital
Conversation
.

Lead Generation vs.
Demand Generation

Lead Generation vs Demand Generation
The Differences
• Lead generation: The goal is to create sales-ready opportunities by collecting
information on prospects for sales follow-up; building a marketing database to
gather lead information to track and warm leads and to then pass to Sales to
close.
• Demand generation: Creates demand for an organization’s products or services
through marketing, to encourage purchase. Demand generation content can be
used for lead generation when the content is gated – the exchange of prospects
information through completing a form in return for valuable content.
2017-02-22

Lead Generation Waterfall Model
In the lead Generation waterfall
model, demand generation is far
reaching and comes first before
leads are captured.
Demand Generation
Lead Capture (Marketing
Captured Lead) MCL
Sales Accepted
Lead
SAL
Sales
Qualified
Lead-SQL
Won

Helping Shape Your Future with 360integralmarketing
The founders of 360integralmarketing are leaders in effective revenue
and lead generation, communications and customer relationship
optimization.
We are more than an agency, we are an extension of your business ‒
committed to your success.
Contact Us
info@360integralmarketing.com
416.678.2713
360integralmarketing.com

How to Increase Sales with Demand Generation

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