Demand Generation Best Practices Guide

DEMAND
GENERATION
BEST PRACTICES GUIDE
Best Practices, Insights & Vendor Analysis

Table of Contents
1 3
2 6
3 9
4 10
Executive Summary
What Is Demand Generation?
Benefits of Demand Generation
Demand Generation vs. Lead Generation
Demand Generation & the MMO
Demand Generation Landscape
Demand Generation Roles Matrix
Demand Generation Maturity Model
Action Plan
Analyst Bottom Line
About Demand Metric
DEMAND GENERATION
Best Practices Guide
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43
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6 16
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3DEMAND GENERATION BEST PRACTICES GUIDEEXECUTIVE SUMMARY
“When I want something, I must have it!” What better way to sum up the
goal of Demand Generation – to create a desire, a need, a craving so strong
that whatever it is your customer simply must have it.
It’s easy to see that play out in the B2C consumer driven marketplace. But
make no mistake about it, the same strong desire works equally well in the
B2B business environment. The approach, the drivers and challenges are
different. Yet in the end, the decision maker has to see the overwhelming
topline need for the product or service to issue that all important PO (purchase
order).
As important as Demand Generation is, creating it and sustaining it has
become one of the biggest challenges facing the Modern Marketing Organi-
zation (MMO). Demand Generation activities must be coordinated and deliv-
ered in a multi-channel, multi-device environment. Strategies must be so well
defined and integrated that the customer or prospect receives the same
messages and experiences across the omni-channel; and that experience
must be as personalized and relevant as possible.
DemandMetric’sresearch,benchmarkstudies,methodologiesandtoolshave
consistently shown that effective Demand Generation requires following best
practices and processes in a coordinated, holistic approach.
Executive Summary
In this Best Practices Report, we will focus
on these key components of Demand
Generation:
Email Marketing
Online Advertising
Search Engine Optimization (SEO)
Event Marketing
Marketing Apps
Predictive Marketing Analytics
Marketing Automation
Customer Relationship Management (CRM)
The goal of this report is to enable the
MMO to create an Enterprise-level
approach to Demand Gen that supports
holistic, end-to-end activities, programs
and initiatives.

Foundation Models
In this report, we present four models to enable modern marketers to take a holistic approach to Demand Generation. These four models are:
Demand Metric’s Marketing Organization Maturity Model,
which shows the progression and pathway a marketing
department should take to mature from a Cost Center to a
Modern Marketing Center of Excellence (MMCoE), respon-
siblefor,andmeasuredon,drivingsalesandrevenuetargets.
Demand Metric’s Demand Generation Maturity Model,
which highlights the pathway an organization should take
step-by-step to mature in its use of Demand Generation
from Ad Hoc to World-Class.
Demand Metric’s Demand Generation Roles Matrix, which
highlights the roles, responsibilities, processes, tech-
nology, content and metrics for effective Demand Genera-
tion strategies.
Demand Metric’s Demand Generation Framework defines
the activities required to successfully create, plan and
execute a demand generation program.
V I E W R E S O U R C E
V I E W R E S O U R C EV I E W R E S O U R C E

Vendor Analysis
Our solutions section covers the Demand Generation systems, vendors
and applications from the Demand Generation functions noted previ-
ously. For each of these, we examine the leading vendors and solutions
according to their offerings, feature sets and unique strengths. Each of
these categories and vendor solutions is covered in more detail in our
technology overview reports.
Demand Metric offers
this report to enable your
organization to make Demand
Generation functions the best
they can be.

6DEMAND GENERATION BEST PRACTICES GUIDEWHAT IS DEMAND GENERATION?
What Is Demand Generation?
Demand Generation, at its most fundamental, includes the strategies,
processes, tools, technologies and activities used to create the need,
desire or want in a customer or marketplace to purchase available goods
or services.
This comprises areas such as brand awareness, product/service interest
& education, purchase intent, target population reach, audience discovery
and top of funnel sales activities.
More broadly, today’s Demand Generation programs now support and
optimize the entire buyer’s journey throughout the attraction, conversion,
fulfillment and loyalty stages of the journey.
Given that, it is important to be aware of the primary activities that comprise
an effective Demand Generation initiative and the role Demand Genera-
tion plays in an overall Digital Marketing effort.
Use Demand Metric’s Demand Generation Maturity Assessment
to find out where your company stands with Demand Generation.
Almost three-fourths of study participants with effective
demand generation processes grew revenue year-to-year.
RELATIONSHIP: REVENUE GROWTH & DEMAND
GENERATION PROCESS EFFECTIVENESS
Declined Flat Grew
NeutralEffective Innefective
12% 14% 74%
24% 57%19%
53%19%28%

Primary Demand Generation Activities
Certain marketing activities are more closely associated with Demand
Generation for both Inbound and Outbound Marketing.
Inbound Marketing activities are designed to attract a prospect to your
destination, offer or experience. It has, traditionally, relied most heavily
on the company website or landing pages. Today, that initial inbound
connection could just as easily be social or mobile.
Outbound activities rely on the company reaching into the market to
engage with prospects who may not know about the company yet.
Traditionally, this has been the job of an outbound sales force. In today’s
Digital Marketing arena, outbound Demand Generation also relies heavily
on Email Marketing, Content Marketing and events.
Website (Landing Pages, Microsites)
Webinars
SEO
Content (Whitepapers, eBooks, Infographics, Podcasts)
Social Media
Online Communities
Media/PR
Analytics
Email Marketing
Event Marketing (Webinars, Virtual Events, Tradeshows,
Conferences, Roadshows)
Direct Mail
Content Syndication
Paid Advertising (PPC, Ads, Web)
Paid (Social)
Metrics
Inbound Marketing
Outbound Marketing
Outbound activities include the following:
Inbound activities include the following:

According to Demand Metric’s maturity models, as Demand Genera-
tion matures within the Enterprise, these initiatives move from a focus
on web traffic, landing pages and PPC SEO to a sophisticated omni-
channel approach, experimenting with interactive marketing apps and
predictive marketing analytics.
It’s clear that Demand Generation is a broad and multi-faceted marketing
discipline and category. The purpose of this report is to put a solid frame-
work around Demand Generation so that MMOs can measure their prog-
ress and success in achieving their Demand Generation goals.
Role in Digital Marketing
Demand Generation plays a critical role in both the MMO and Digital
Marketing. In Demand Metric’s Best Practices Report entitled Practical
Growth: Building a Modern Marketing Center of Excellence (MMCoE)™,
it is noted that Demand Generation is one of the key functions within the
MMO and recommends a well-defined senior or executive role to drive
Demand Generation.
Within Demand Metric’s Digital Marketing Maturity Model, a World-
Class Demand Generation team uses email, content, mobile, social and
video to ensure that personalized and localized content is delivered to
personal devices in real-time through custom content and apps.
Demand Generation is also a key driver of Event Marketing and a
necessary component for the alignment of marketing and sales for Sales
Enablement.
Bottom-line
Demand Generation drives revenue by creating an awareness and
a compelling purchase need in the customer or prospect for the
product or service under consideration.
Download Demand Metric’s Digital Marketing Best Practices
Report for the complete picture of Demand Generation’s role
in Digital Marketing.

9DEMAND GENERATION BEST PRACTICES GUIDEBENEFITS OF DEMAND GENERATION
Benefits of Demand Generation
The benefits of effective Demand Generation span across the MMO,
touching the following roles and departments: Senior Management, Stra-
tegic Communications, Demand Generation, Content Marketing, Search
Engine Management, Product Marketing and Campaign Management.
Acquiring new customers & markets through web presence.
Creatinganon-going,real-timerelationshipwithcustomersandprospects.
Providing targeted, personalized, localized content for the right audi-
ence at the right time.
Increasing website & blog traffic and SEO.
Collecting more relevant and accurate customer data across multiple
touch points.
Reducing advertising expenditures.
Maximizing brand social presence on the web.
Building optimal audiences with targeting and retargeting by finely
tuning customer segmentation.
Optimizing ad timing for when customers are ready to buy.
Usingeventstocreateawareness&excitementanddriveleadgeneration.
Using interactive marketing apps to develop a new level of user
engagement.
Usingpredictiveanalytics to determine in advance which Demand Gener-
ation campaigns will produce the highest ROI.
Some of the primary benefits to be gained from Demand Generation initia-
tives are:
SENIOR MANAGEMENT
STRATEGICCOMMUNICATIONS
DEMAND GENERATION
CONTENT MARKETING
SEARCH ENGINE MANAGEMENT
PRODUCT MARKETING
CAMPAIGN MANAGEMENT

10DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION VS LEAD GENERATION
Demand Generation vs. Lead Generation
Some confusion exists between the functions of Demand and Lead
Generation with some marketers believing that all Demand Generation is
about getting leads. In fact, Demand Generation is a multi-step process
of which Lead Generation is one of the primary outcomes.
Demand Generation opens the market for a product/service, creates
awareness, discovers new audiences, develops brand recognition,
begins the engagement process and nurtures target populations before
they become real leads or prospects for sales.
By contrast, Lead Generation is the process of identifying specific pros-
pects and customer types that are most likely to become customers, and
creating strategies, tactics and campaigns that will provide engagement
and connection between the prospect and the company or brand.
In short, Demand Generation casts a wide net over a large potential
population; while Lead Generation “fly fishes” for the best possible catch.
Use Demand Metric’s Demand Generation Strategy Workbook to
develop, plan and monitor your Demand Generation initiatives.

11DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION AND THE MMO
Demand Generation and the MMO
In most companies, Demand Generation has grown organically with many
independent initiatives cropping up to address one marketing need after
another. Unlike the days of yore, when all computers and systems were
under the control of IT departments, today’s marketing budgets, tools and
technologies are spread across the organization and “in the cloud.”
Email Marketing Solution Study
Demand Metric’s Email Marketing Solution Study exam-
ines the changing role of Email Marketing in a Digital
Marketing universe, in which Demand Generation is
quickly moving to incorporate more social, mobile and
video experiences.
SEO Technology Overview
Demand Metric’s SEO Technology Overview examines the
maturing of the Search Engine Optimization (SEO) market.
As the SEO market matures, quality measures, such as repu-
tation, trust, content relevance and author authority, are
replacing the old quantity metrics like keyword rankings and
link volume. Advanced SEO solutions now weigh campaign
performance metrics based on brand building, site traffic and
conversion more heavily than keyword rankings.
E-MAIL
MARKETING
Solution Study
Insights, Landscape & Vendor Analysis
That means the success rate of Demand Generation initiatives can
be limited when they do not include Enterprise data integration with
existing CRM, SFA and Marketing Automation systems. To address
that challenge, this Best Practices Report along with Demand Metric’s
companion Solution Study and Technology Overviews examine the
primary platforms for the Demand Generation functions:

Online Advertising Tecnology Overview
Demand Metric’s Online Advertising Technology Over-
view focuses on the market and solutions for Online
Advertising. This report takes a close look at the benefits
of Online Advertising platforms, the state of the market
and the complex ecosystem of Online Advertising. This
report offers an overview of the top solutions for Online
Advertising and Mobile Advertising.
Predictive Marketing Analytics Vendors Matrix
Demand Metric’s Predictive Marketing Analytics Vendors
Matrix examines vendors that are stretching the land-
scape for marketing analytics by creating tools that don’t
just analyze past marketing campaigns, but predict which
campaigns will produce the highest ROI potential before
they are even run.
Online Event Marketing Technology
Overview
Demand Metric’s Online Event Marketing Technology
Overview covers the features of Online Event Marketing
solutions as well as a summary of how the Online Event
Marketing landscape will evolve over the next year.
Interactive Marketing Apps Vendors Matrix
Demand Metric’s Interactive Marketing Apps Vendors
Matrix reviews the key solutions in the emerging market
space for interactive applications as a marketing tool.
V I E W R E S O U R C E V I E W R E S O U R C E

At Level 1, the marketing organization is viewed as a Cost Center, primarily
responsible for sales support with few resources and no way to effectively
show its contribution to revenue.
As the organization progresses in maturity through Level 2 (Neutral)
and Level 3 (Contributor), it is able to provide evidence for its increasing
revenue contribution through metrics that justify marketing spend and
staff resources.
At Level 4 (World Class) the organization has strong executive manage-
ment support. It is led by executive support to fully staff and resource
the organization for success. Metrics such as Customer Lifetime Value
(CLV), Brand Equity measurements and Customer Cost to Acquire provide
quantitative support for marketing’s role.
The Modern Marketing Organization
Demand Metric defines the Modern Marketing Organization (MMO) as
driving the revenue of the company through the acquisition, engagement
and the development and maintenance of long-term, cost effective
relationships with customers.
In brief, the MMO has responsibility for sustained revenue generation, Sales
Enablement and authority over all of the processes, technologies, tools
and talent that support the “customer universe.” That new responsibility
for revenue generation is a key driver for Demand Generation to create
better digital experiences which will result in better leads more sales
opportunities, and sustainable customer relationships.
As Demand Metric’s World Class Marketing Organization Maturity Model
shows(nextpage),themorematuretheorganization,themoreitcontributes
to the overall revenue picture. Demand Metric’s World Class Marketing
Organization Maturity Model examines seven marketing components
across four stages, illustrating common or best practices at each stage.
For a more detailed look at the MMO, please download our
How-To Guide: The Modern Marketing Organization. V I E W R E S O U R C E

LEVEL 1 - Cost Center
LEVEL 2 - Revenue Neutral
LEVEL 3 - Revenue Contributor
LEVEL 4 - Profit Center
World Class
Marketing
Organization
Leadership
Staffing
Budget
Orientation
Marketing plan aligned with and
drives business planning
CMO, VPs, Directors, Managers
and Program Managers
CMO compensation tied
to revenue & marketing
performance
Budgeting is connected to
revenue growth targets
Very reactive, operational, not
strategic, no plan
No senior leadership in
Marketing, possibly a Manager
Informal roles & responsibilities,
no job description
No budget exists, spending is
Ad Hoc
Still reactive, some campaign plan-
ning, no strategic plan
Director of Marketing, with
Project or Program Managers
Basic job descriptions in place
but rarely updated
A small budget exists for items
such as trade shows, etc.
Working from a strategic marketing
plan and campaign plans
VP, Director of Marketing,
Program Managers
Job descriptions & performance
reviews done regularly
A budget exists and business
cases are created to justify
spend
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model

Want to rate your organization’s World Class Marketing maturity with an
interactive tool? Download our World Class Marketing Assessment
and get started today!
LEVEL 1 - Cost Center LEVEL 2 - Revenue Neutral LEVEL 3 - Revenue Contributor LEVEL 4 - Profit Center
Processes
Systems
Metrics
Executive
Perspective
of Marketing
All processes are defined,
measured, managed, and
optimized
All systems fully integrated,
analytics & business intelligence
Customer lifetime value (CLV),
brand equity, cost to acquire, ROI
Source of revenue, strategic
functiom
No processes, activities done
ad hoc, reactive in nature
Minimal marketing technology
in place
No metrics or a focus on adver-
tising: #impressions, #ads
Cost-center, not a strategic
function
Activities are repeatable and
some processes are defined
Legacy customer database or
CRM system, email marketing
Perational metrics such as open
rates, click-thrus, registrations
Cost-center, sales support
function
All processes are defined and
some measurement in place
CRM, marketing automation, with
some integration.
Cost per lead (CPL), renewal rate
%, #sales qualified leads created
Cost-center, flashes of brilliance
WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
World Class
Marketing
Organization

16DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION LANDSCAPE
Demand Generation Landscape
Playing Field
As noted previously, this Best Practices Report focuses on the key functional areas for Demand Generation: Email Marketing, Search Engine Optimization
(SEO), Online Advertising, Event Marketing, Interactive Marketing Apps and Predictive Marketing Analytics. In this section, we summarize our best practice
recommendations and vendor matrices for each category.
Email Marketing
Today, Email Marketing platforms offer a range of features and
functions that extend well beyond the basic design, creation and
delivery of emails to the subscribers on a list. Most notable are
extensions for social, mobile and video applications, ecommerce
and online sales, online communities, advanced analytics and
enterprise platform integration.
Email Marketing is a foundation pillar of Demand Generation. As
noted in the beginning of this report, for many marketing orga-
nization’s Email Marketing was their first Demand Generation
activity. Today, World-Class Email Marketing must involve an inte-
grated email, social and content strategy, in which email is personal-
ized and targeted, aligned with centralized asset management, and
aggregated performance metrics.
Demand Metric’s Email Marketing Solution Study focuses on
vendors offering platforms with a technology infrastructure that
supports multiple applications rather than one-off applications.
As Email Marketing evolves, users and customers will become
less tolerant of email that is not directly relevant to their needs
and the stage of their buying journey. The right Email Marketing
strategy combined with the right platform and tools will ensure
that the MMO uses email for optimum marketing success.
Vendors in the Email Marketing market fall into one of five levels
(from Basic to Cutting-Edge as well as Niche) based on the depth
and breadth of their platform and applications and as well as
their ability to manage email across multiple distribution points.
E-MAIL
MARKETING
Solution Study
Insights, Landscape & Vendor Analysis

Search Engine Optimization (SEO)
This vendor landscape focuses on the broader SEO market,
which as detailed in the SEO Technology Overview, is rapidly
transitioning from basic paid and organic search to an integrated,
multi-channel optimization approach.
Demand Metric has evaluated the solutions in this landscape
by first examining the functions of the standard SEO solution
(as listed below), and then looking at the extended SEO solu-
tion features, which include content management, social signal
tracking and Enterprise and third-party integrations.
A standard SEO solution incorporates the following features:
Demand Metric’s SEO Vendors Matrix covers the offerings,
features and strengths of 15 solutions, ranging from solid, basic
platforms for SMBs and mid-market companies to sophisticated
platforms for large, mid-market companies and Enterprises.
Site Monitoring
Keyword Research
Link & Backlink Analysis (acquisition/removal)
Page Optimization & Management
Globalization and Localization (languages, local geos)
The more sophisticated solutions also include content manage-
ment, social signal tracking and Enterprise integrations. Content
management focuses on content optimization for organic search.
Social signal tracking involves ranking content by evaluating
social activity such as likes, tweets and shares.
Enterprise integrations include connections to CRM, MA and ERP
systems as well as workflow management functions. There are
some niche vendors in this space, offering unique functionality.
SERP (Search Engine Results Page) Rank Tracking
Search Engine Advertising Monitoring
Web Analytics Integration
Reporting

Review Demand Metric’s Online Advertising Technology
Overview to get a full view of the current Online and Mobile
Advertising market and to gain an understanding of where the
technology is heading in the next 12-18 months.
Audience Targeting and Retargeting (web, social, mobile)
Ad Serving (for display ads, video, mobile, rich media)
Ad Versioning (modifying the ad for a market/customer)
Creative Services (Static and Dynamic)
Advanced Online Advertising solutions offer features, such as
dynamic creative optimization to create new ad creatives in
real- time and deeply personal retargeting that goes beyond
retargeting just the company or brand to serve actual products
previously viewed.
Other advanced features include performance management, B2B
funnel management, web analytics, Enterprise integrations and
advanced attribution and decision systems.
Demand Metric’s Online Advertising Vendors Matrix covers the
offerings, key features and unique strengths of 23 vendor solutions
for Website and Mobile Advertising, ranging from solid, basic solu-
tions for SMBs and mid-market companies to sophisticated, broad
platforms for large, mid-market companies and Enterprises.
Online Advertising
Online Advertising platforms manage the exchange of media
between the demand side (advertisers) and the supply side (apps,
websites) for video, display, social, and mobile advertising. Given
the speed and fluidity of the Online Advertising market, many
advertisers have turned to Demand Side Platforms (DSPs) that
automate the purchase of Online Advertising.
Demand Metric’s Technology Overview examines Online Adver-
tising platforms and Mobile Advertising platforms, emphasizing
DSPs. Standard features include:
Campaign Management
Audience Building and Discovery
Cross-device, Cross-platform Ad Integrity
Analytics, Reporting

Event Marketing
Events are a highly valuable resource for obtaining qualified
leads and encouraging customer engagement. Traditional
events, such as business meetings, conferences and trade-
shows, thrive on the face- to-face interaction that can help to
develop long-lasting partnerships.
Likewise, the real-time interaction supported by webinars and
virtual events creates personalized experiences for customers
and prospects that enable relationship building.
Events, for organizations, are considered to be any gathering
that is planned and executed in order to attract attention from
the organization’s target audience.
Our Online Event Marketing Technology Overview focuses
on vendors that offer solutions for web conferencing,
webcasting, webinars and virtual events and environments.
The purpose of business events is to generate interest in the
company’s products, services, and/or brand and develop rela-
tionships between customers, prospects and vendors.
Functionality ranges from HD audio & video conferencing
to full-scale virtual events hosted via customizable 2D & 3D
online environments.
This report contains a compilation of standard, advanced and
cutting-edge features available within the space.

In Demand Metric’s Interactive Marketing Apps Vendors Matrix,
we examine the top performing Marketing Apps platforms, which
are Ceros, ion interactive, Offerpop, SnapApp and Wishpond.
Marketing Apps
Marketing Apps are a new breed of Demand Generation tool based
around engagement. A traditional approach to Demand Generation
is focused on creating interest, need or desire through compelling
content, advertising, events or offerws. Marketing Apps focus on
creating demand through interactive engagement.
MarketingAppsofferaninteractive,webexperiencewithmarketing
content. This may include gamification (contests, quizzes, games),
learning or education tools (configurator, calculator, wizard, assess-
ment tool), personalization (profile analyzer, virtual dressing room).
Whatever the approach, the goal is the same: exchange static,
passive content consumption with engaged interaction.
Be informative and entertaining.
Be challenging, as with contests, games, votes, quizzes.
Provide a personalized, brand experience.
Be useful.
Encourage sharing and social behavior.
To be effective Marketing Apps should:
Marketing Apps platforms should include the following primary
features and functions:
Interactive Content Development & Delivery
Extensive Design Template Library (for building apps)
Design Tools (to create customized apps)
Customer Segmentation & Targeting (to focus marketing efforts)
Personalization features (tags, grades or flags)
Alerting Functions (for lead generation)
CRM, MA, & Enterprise-level Integrations
eCommerce Support
Analytics (for tracking and measuring responses and results)

Marketers have a multitude of options when it comes to analytics.
Options include legacy, Enterprise data mining solutions (IBM,
SAP, SPSS and TIBCO); Deep dive, business intelligence systems
(Alteryx, Information Builders, Pyramid Analytics and Salford
Systems) and newer, Big Data analytics and data visualization
players (Revolution Analytics, Tableau and Angoss).
As good as all these systems are, they have two challenges for
marketers:
They are focused on Enterprise business intelligence, of
which the marketing organization is just one part.
They often require legends of business analysts and
programmers to provide the information marketers need.
1
2
Marketing Automation solutions from Marketo, Oracle, Sales-
force and others include historical marketing analytics that offer
insights and help marketers fine tune the next campaign. There
are also solution-specific analytics vendors (WebTrends for web
analytics and Lattice Engines, InsideView and Squirro for sales
intelligence). However, the speed of marketing decision-making
today depends on better, faster, more actionable information.
Even “real-time” data insights are not enough.
Customized lead capture
Sophisticated scoring models
Customizable scoring capability
Model transparency – to see raw data insights, not just end score
Suggest or prescribe new actions
Integration of private, public and third-party data
CRM, MA, enterprise integration
Visualization Dashboard
Predictive Marketing Analytics
In Demand Metric’s Predictive Marketing Analytics Vendors
Matrix, six vendors have been reviewed that are leading the
charge in Predictive Marketing Analytics. Use this matrix to iden-
tify the best solution for your organization.
Enter a new breed of analytics companies and solutions
focused on Predictive Marketing. What sets these vendors apart
is their ability to collect and analyze volumes of data to provide
insights into how a marketing campaign will perform before it is
launched. With that knowledge, marketers can allocate budget
and resources for the highest value ROI with more confidence
and a better view into optimal marketing performance.
Predictive Marketing Analytics platforms should include:

DemandMetricdefinesCustomerRelationshipManagement
as the strategies, processes, tools and technologies to
develop, manage and support customer interactions,
relationships and experiences across the organization.
At their most basic, CRM systems support sales, marketing
and customer service functions. Advanced Enterprise CRM
systems now support the entire customer relationship,
including activities and interactions from the back office to
social communities.
The primary benefits of CRM are associated with the
three functional areas these systems support – sales,
marketing and customer service.
As CRM systems have evolved over the last decade, many
CRM solutions have expanded beyond sales, marketing and
customer service to include: channel/partner management,
field service, ecommerce integration, sales/business
intelligence and customer data management.
Demand Metric defines Marketing Automation (MA) as the
strategies, processes and software technology that enable
marketing departments to automate, measure and improve
the performance of marketing strategies, activities and
workflows.
These strategies and activities include: Email Marketing, Multi-
channel Campaign Management, Inbound/Search Marketing,
Landing Pages, Lead Generation, Lead Management, Lead
Scoring,LeadNurturing,SocialMarketing,MarketingResource
Management, Event Management, Engagement Marketing
and Marketing Analytics.
While the most advanced and sophisticated marketing
automation systems have extending capabilities far
beyond this base, these functions are core to a Marketing
Automation system.
As with the CRM space, the MA Landscape has matured
rapidly in the lastfive years. Solutions that began to auto-
mate basic marketing tasks have evolved into lead lifecycle
management systems and total customer engagement
systems. They have grown from offering marketing support
to driving revenue performance management supported by
analytics that measure ROI throughout the customer lifecycle.
CRM Marketing Automation

23DEMAND GENERATION BEST PRACTICES GUIDEDEMAND GENERATION ROLES MATRIX
Our Demand Generation Roles Matrix (page 25) provides an complete
view of the roles, responsibilities, processes, technology, content and
metrics related to Demand Gen.
Use this roles matrix:
As an ASSESSMENT tool to evaluate how your organization has
allocated its roles and responsibilities.
To BENCHMARK processes to determine if you have the best
processes in place for each role; to identify gaps and create new
processes as needed.
To EVALUATE vendors, solutions and technology to ensure each
role is adequately equipped to perform their tasks.
As a GUIDE to know what kind of content to develop and deliver for
each phase of Demand Generation.
To MEASURE the performance of each role based on achievement
to optimize responsibilities for peak performance.
1
3
2
4
5
Demand Generation Roles Matrix
1
3
2
4
5

Demand Generation
Content Marketing
Demand Generation is responsible for Demand/Lead Gen
Strategy, Inbound/Outbound Marketing and Sales Oppor-
tunity Management. Demand Gen relies on MA, Email
Marketing, Event Marketing and Marketing Apps platforms
to produce content for advertising, SEO, email, webinars
and live and virtual events.
Content Marketing is responsible for content creation,
curation and distribution across the web, social and
mobile channels. Content marketers rely on Web Content
Management (WCM), MA, content publishing, blogging
and curation tools to produce websites, blogs, whitepa-
pers, eBooks, infographics, podcasts and videos. Many
are now also turning to Marketing Apps platforms for a
higher level of engagement through content.
Event Marketing
Event Marketing is responsible for producing virtual
events, webinars & webcasts, conferences and trade-
shows. Event marketers rely on Event Marketing and
Management, survey and chat and Marketing Apps
platforms to create event presentations, webinars,
virtual environments, promos and marketing collateral
for events.
Search Engine Management
Search Engine Management: (SEM) is responsible for SEO,
PPC and paid and organic search. SEO Managers rely on
WCM, SEO and Web Development platforms to produce
content for PPC, paid and organic search campaigns
and landing pages.
Each role in the roles matrix has responsibilities that are supported by processes and enabled by the technology that drives the content. Roles, then,
use the metrics to measure results and improve processes for the next level. Below, is a deep dive into four roles discussed within the roles matrix:

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Senior Management
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
Web Content Management (WCM)
CRM Systems
Marketing Automation Platforms
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic
Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM Platforms
Content Marketing Platforms
Social Media Platform
Data Sheets, Whitepapers
Competitive Analysis
Case Studies/Testimonials
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Demand/Lead Gen Strategy
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows & Webinars
Marketing Automation/Email
Event Management Platforms
Marketing Apps Platforms
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution.
Content Creation
Campaign Analysis
Content Scoring
WCM, MA & Marketing Apps
Blogging & Video Marketing
Content Marketing & Distribution
Website & Blogs
Whitepapers, eBooks
Infographics, Podcasts, Videos
Content Views, Links Earned
Content Conversion
Content Published
Event Marketing
Virtual Events
Webinars & Webcasting
Conferences & Tradeshows
Online Event & Booth Design
Audio/Video Web Conferencing
Meeting Recording & Publishing
Event Marketing & Management
Survey & Chat Platforms
Marketing Apps Platforms
Event Presentations & Webinars
Virtual Environments
Promos & Marketing Collateral
Webinar & Content Views
Host & Sponsor Booth Visits
Avg. Time Spent in Environment
SEO Management
Search Engine Optimization
PPC & Paid Search
Organic Search
Site Monitoring, Keyword Search
Link Management
Page Optimization, Analytics
WCM Platforms
SEO Platforms
Web Development Platforms
Keywords, Meta Content & Tags
PPC Conversion Copy
Landing Pages
Keyword Performance
Links & Backlinks
Traffic & Conversion Metrics
Campaign Manager
Campaign Management
Online Advertising
Account-based Marketing, Sales
Campaign Development
Monitoring & Measurement
Advertising Management
CRM, MA & Email Platforms
OnlineAdvertising,MarketingApps
Predictive Analytics
Campaign & Advertising Content
Email & Social Content
Campaign Budgets
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Product Manager
Database Marketing
Marketing Apps
Analytics & Metrics
Product & Program Launch
Product Positioning
Product & Program Assessment
CRM & Marketing Automation
Marketing Apps Platform
Dashboard, Predictive Analytics
Sales Sheets
Sales Presentations
Competitive Analysis
Avg. Revenue per User
Avg. Order Value
Conversion & Renewal Rates
Demand Metric’s Demand Generation Roles Matrix

Email Marketing
Online Advertising
Driven by the Demand Generation Manager, Email
Marketing platforms are used to develop and nurture leads
for sales opportunities, inbound & outbound marketing
and event lead follow-up. Other roles contributing content
for Email Marketing include Strategic Communications,
Content Marketing, Event Marketing and the Campaign
Manager. Email Marketing metrics include campaign ROI,
email metrics, Marketing Qualified Leads (MQLs) and
contribution to pipeline.
Driven by the Campaign Manager, Online Advertising plat-
forms are used by the Demand Gen team for campaign
development and advertising management to increase
brand awareness, provide top of funnel leads and to drive
MQLs. Other roles that use Online Advertising platforms are
Event Marketing and SEM. Metrics for Online Advertising
include PPC, campaign ROI and contribution to pipeline.
Search Engine Optimization
Driven by the Search Engine Manager, SEO platforms
are used to optimize SEO for site monitoring, keyword
search, link management and web/landing page optimi-
zation. Other roles contributing to SEO are Demand Gen
and Campaign Managers. SEO metrics include keyword
performance links, backlinks traffic, conversion metrics
and competitive rankings.
Event Marketing
Driven by the Event Marketing Manager, Event Marketing
platforms are used to manage live and online events for
logistics, booth design, registration, sponsorship, exhibits,
content, presentations, attendee follow-up and success
metrics. Other roles contributing to Event Marketing are
Demand Gen, Content Marketing and SEO. Metrics for
Event Marketing include webinar and content views,
host & sponsor booth visits and average time spent in an
environment.
Technology Focus
Each of the technology/vendor solutions categories is represented in the Demand Generation Roles Matrix, as follows:

Interactive Marketing Apps CRM
Driven by the Demand Generation team and supported by
the Product Manager, Marketing Apps are used for lead
generation, demand campaigns and Event Marketing to
create interactive web, social and mobile content. Other
roles using Marketing Apps platforms include Content and
Event Marketing and the Campaign Manager. Metrics for
Marketing Apps include campaign ROI, content views and
content conversion.
Driven by the Senior Management, Customer Relation-
ship Management (CRM) platforms are used to manage
and store up-to-date records and data for every prospect,
lead and customer an organization has encountered with
the goal of using this data to inform sales and marketing
teams on appropriate next actions to take. Other roles
contributing to CRM are the Campaign Manager and
Product Manager. CRM metrics include avg. revenue per
user, and customer lifetime value.
Predictive Marketing Analytics Marketing Automation
Driven by the Product Manager, Predictive Marketing
Analytics provide the opportunity for better lead scoring,
conversion and product positioning. Other roles utilizing
Predictive Marketing Analytics are Demand Generation,
Content Marketing and the Campaign Manager. Metrics
include campaign ROI, MQLs and contribution to pipeline.
Driven by the Demand Generation Manager, Marketing
Automation platforms are used to track the engagement
of every prospect, lead or customer and maximize the
effectiveness of their experience based on their behavior.
Other roles contributing to Marketing Automation are
Senior Management, as well as the Campaign, Product
and Content Marketing managers. Marketing Automation
metrics include return on customer (ROC), marketing qual-
ified leads, and content views.

28DEMAND GENERATION BEST PRACTICES GUIDE
Level of Commitment
The strength of the commitment and the focus on excellence in
Demand Gen initiatives and campaigns drives other best practices.
Planning
The ability to create strategies, goals, objectives and KPIs
for every aspect of their Demand Generation effort.
Processes
Capabilities to develop implementable and measurable
processes for each planning phase of Demand Gen.
DEMAND GENERATION MATURITY MODEL
Demand Generation Maturity Model
As our Demand Generation Maturity Model (Page 29) illustrates, organizations
moving from a lack of experience with Demand Generation to those which fully
embrace it must consider six key components. These are:
Orientation: The posture the organization takes toward the discipline
of Demand Generation and its importance to the organization for
marketing, sales and revenue generation.
Leadership: The view of executive/senior management toward the
role Demand Generation plays in driving sales, revenue and profits; its
inherent value to the company.
Tools and Platforms: The tools and platforms used to create, deploy,
manage and measure Demand Generation initiatives.
Demand Generation: How well the organization performs in this core
attribute of Demand Generation.
Budget & Staff: How well Demand Generation is resourced with time,
talent, tools, money and authority.
Metrics: How Demand Generation initiatives and campaigns are
tracked, measured, managed and reported.
The move from Stage 1 (Ad Hoc) to Stage 4 (World-Class) is characterized
by the following best practices:
Resources
The ability to ensure that sufficient resources (time, tools,
money) exist for each initiative and campaign.
Management
The ability to effectively manage the change, progress and
results of their Demand Generation efforts.

Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No defined strategy or process for
Demand Generation; Prioritizes Sales
over Marketing activities
Defined strategy and processes
for Demand Generation exist in the
marketing organization as part of overall
marketing strategy
Defined strategy and processes exist for
Demand Generation within the Enterprise
as a key sales and revenue driver
Defined, integrated strategy for
Demand Generation exists across the
Enterprise; Campaigns are tracked and
measured by level of engagement and
revenue impact
Leadership No focused Demand Generation
initiative; Focuses on Lead Generation
rather than Demand Generation; Priori-
tizes Sales over Marketing
Demand Generation initiative in place;
A dedicated program and Campaign
Managers for Demand Generation exist
VP or Director of Demand Generation with
budget, staff and resources exists; Long-
term executive commitment
Views Demand Generation as a
strategic, core capability for building
a Modern Marketing Center of Excel-
lence (MMCoE); Strategies, processes
and KPIs for Demand Gen are in place
Tools &
Platforms
All Demand Generation platforms are
integrated into a comprehensive Digital
Marketing platform with tight integra-
tion to CRM, Marketing Automation and
other Enterprise-level systems
Development stage with point tools
for Email, Content and Social Media
Marketing; Organization uses paid
search or PPC advertising; Utilizes
basic SEO for website & landing page
optimization
Utilizes platforms that perform specific
functions with coordinated tools,
applications and workflows for email,
content & SEO
Key platforms (content, email, online
event, SEO and advertising) have been
implemented and are connected to each
other as well as to CRM, Marketing Auto-
mation systems
Demand
Generation
DEMAND GENERATION
Maturity Model

Want to rate your organization’s Demand Generation
maturity with an interactive tool? Download our Demand
Generation Maturity Assessment and get started today!
Budget &
Staff
Metrics
No budget allocated for Demand
Generation; Staff is contracted or at the
Coordinator level and is focused on
Lead Generation
No formal measurements are in place or
metrics are focused only on paid search
and PPC leads
Operational metrics to monitor and
track performance of SEO, Online
Advertising, Email and Content
Marketing campaigns; Metrics may
include email click-thrus, content views
& downloads, keyword performance, #
links & backlinks, etc.
Organization uses dashboard metrics
by each Demand Gen platform,
including online events; Limited CRM
& MA integration exists; Analytics may
include lead scoring and qualification
metrics, webinar views, average time
spent in virtual environments, etc.
Enterprise-wide dashboard with visual
representation of user acquisition,
scoring and engagement by behavior,
experience, brand reach, etc.; Metrics
may include campaign conversion &
ROI, contribution to pipeline, prospect/
customer level of engagement, etc.
Budget has been allocated for Demand
Generation; Defined roles and respon-
sibilities have also been established for
Demand Gen
A budget supported by a business case
has been developed to justify project &
program spending; Dedicated Demand
Gen roles have been established and are
key to the marketing team and overall
strategy
Demand Generation budget is
connected to marketing goals; Organi-
zation is aligned for maximum impact of
Demand Gen
Demand
Generation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Demand
Generation
An integrated, Enterprise-wide Demand
Generation platform with personalized
& localized content has been imple-
mented and is delivered via email,
SEO, Online Advertising and Marketing
Apps; Manages the success of Demand
Gen by measuring and improving ROI
Relies on website landing pages with
limited content targeting; No formal
content, email or social campaign
strategy exists; Organization uses paid
search or PPC advertising and utilizes
basic SEO; Focuses on traditional
tradeshow marketing
Demand Generation campaigns feed
Lead Generation through a coor-
dinated lead qualification process
through email, traditional & online
events, content, SEO and Online
Advertising
Convergence of content, social, mobile
and video experiences to create full digital
experiences for conversion and sales
opportunities; Mature SEO processes
are in place; A solid investment in Online
Advertising and virtual events exists
DEMAND GENERATION
Maturity Model

31DEMAND GENERATION BEST PRACTICES GUIDETHE EVOLUTION OF SHOPPER MARKETING
D E M A N D G E N E R A T I O N
A C T I O N P L A N

32DEMAND GENERATION BEST PRACTICES GUIDE 32
Follow this step-by-step guide to develop and implement a demand generation strategy
that provides a steady flow of qualified, engaged leads for your sales team.
DEMAND GENERATION PROGRAM
Playbook & Toolkit
ACTION PLAN STEP1: FOLLOW
Follow our Demand Generation Program Playbook to develop
and implement a Demand Generation strategy that provides a
steady flow of qualified, engaged leads for your sales team.
2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
Follow Proven Best Practices to Demand
Generation Success

DEMAND GENERATION BEST PRACTICES GUIDE 33
2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 2: REVIEW
Review our Demand Generation Maturity Model and complete
our Demand Generation Maturity Assessment to identify how
your organization stacks up in this focus area.
As you prepare for adding the technology required you should also
leverage these additional assessments: CRM Maturity Assess-
ment Tool and Marketing Automation Maturity Assessment.
Review our Maturity Model and Assessment
to Identify Demand Generation Maturity

2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 3: BUILD
Build a business case for your Demand Generation initiatives
with our Business Case Template.
To assist the writing within your business case, leverage our:
Are You Prepared for CRM? and Implementing a Marketing
Automation Solution How-To Guides.
Build a Business Case for your Demand
Generation Initiatives

2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 4: ORGANIZE
Use our Demand Generation Roles Matrix to standardize roles
and duties for Demand Generation.
Organize your Company’s Structure for
Demand Generation

DEMAND GENERATION BEST PRACTICES GUIDE
36
2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 5: PLAN
Develop and track your program progress with a solid 12-18
month plan for your Demand Generation programs with our
Demand Generation Strategy Workbook.
In addition to your demand generation planning, leverage these
related workbooks to focus even further on your: CRM Program
Strategy and Marketing Automation Strategy.
Develop and Track your Program Progress
with a Strong Plan

2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 6: IDENTIFY
You can review these vendors with our Email Marketing Vendors
Matrix, our Interactive Marketing Apps Vendors Matrix,
our Online Advertising Vendors Matrix, our Online Event
Marketing Vendors Matrix, our Predictive Marketing Analytics
Vendors Matrix, our CRM Vendors Matrix, our Marketing Auto-
mation Vendors Matrix and our SEO Vendors Matrix.
To identify the key players in each Demand Generation technology
space, we have already begun this process for you by researching
a multitude of quality vendors.
Identify the Key Players in each Demand
Generation Technology Space

38
2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 7: BEGIN
Use our series of RFP templates created specifically for Demand
Generation, which are our Email Marketing System RFP,
our Online Advertising System RFP, our CRM System RFP
Template, our Marketing Automation System RFP, our Online
Event Marketing System RFP and SEO System RFP Template.
Begin the Process of Selecting a Vendor to
Assist you with Demand Generation

2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 8: UTILIZE
Our vendor evaluations for this focus area are as follows: Email
Marketing Vendor Evaluation, Marketing Automation Vendor
Evaluation, CRM Vendor Evaluation Matrix, Online Adver-
tising Vendor Evaluation, Online Event Marketing Vendor
Evaluation and SEO Vendor Evaluation.
Utilize our series of vendor evaluations for Demand Generation in
order to select the vendor that best fits your needs.
39
Leverage our Vendor Evaluations to Select the
Best Vendors for your Organization

2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP 9: DEVELOP
Our Demand Generation Training Course goes from fundamental
concepts including marketing automation and CRM integration, to
advanced implementation of lead nurturing and scoring.
Developaneducation/trainingplanforallaffectedpersonnel:Senior/
Executive Management, Marketing, Sales, Customer Success, etc.
40
DEMAND
GENERATION
Training Course S TA R T L E A R N I N G
Develop an Education/Training Plan for all
Affected Personnel

2
3
4
5
6
7
8
9
10
Review
Build
Organize
Plan
Identify
Begin
Utilize
Develop
Measure
1 Follow
ACTION PLAN STEP10: MEASURE
Measure the success of your Demand Generation initiatives and
programs with our Demand Generation Metrics Dashboard.
41
Measure the Success of your Initiatives and
Programs

42DEMAND GENERATION BEST PRACTICES GUIDEBOTTOM LINE
Bottom Line
Demand Generation is a critical top of funnel activity for
all digital marketers; and the fundamentals of Demand
Generation are changing rapidly. It’s no longer enough to
rely on web traffic, PPC ads and Email Marketing to create
demand for your products and services.
As our Demand Generation Maturity Model clearly shows,
World-Class marketing organizations must embrace Demand
Generation as a full-funnel, Enterprise-wide initiative. Exec-
utive Management must view Demand Generation as a
core capability for creating a Modern Marketing Center
of Excellence (MMCoE) and ensure that adequate strate-
gies, processes, KPIs are developed and that appropriate
staff and budget resources are allocated.
Demand Generation teams must focus on creating an inte-
grated, Enterprise-wide platform approach that facilitates the
development of personalized and localized content. Teams
must be able to create measurable demand through all chan-
nels via Email, SEO, Online Advertising and Marketing Apps.
Demand Metric’s Demand Generation Roles Matrix
and Demand Generation Maturity Model, along
with the outlined Action Plan, can provide your
MMO with the best practices, strategies and tools
you need to make your team’s Demand Generation
goals a reality.

43DEMAND GENERATION BEST PRACTICES GUIDEABOUT DEMAND METRIC
About Demand Metric
Demand Metric is a marketing research and advisory firm
serving a membership community of over 120,000 marketing
professionals and consultants in 75 countries.
Offering consulting methodologies, advisory services, and
500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing commu-
nity plan more efficiently and effectively, answer the difficult
questions about their work with authority and conviction
and complete marketing projects more quickly and with
greater confidence, boosting the respect of the marketing
team and making it easier to justify resources the team
needs to succeed.
To learn more about Demand Metric, please visit:
www.demandmetric.com

44DEMAND GENERATION BEST PRACTICES GUIDETHE EVOLUTION OF SHOPPER MARKETING
© Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
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