Download - Demand Generation for SMBs
iMCCmarketingDigital Sales & Marketing Strategy & Services
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Business Environment Update:oLatest phase of the Online Communications Revolution is underway. Sales, marketing & PR are emerging online. Genuine opportunities exist for business transformation & for top/bottom line improvement.oExplosion in the number of digital channels, modalities & tools available for prospects to research, discuss & shortlist business products & services. oBusiness that prosper will succeed in grasping the full array of emerging business, social & technical models, & applying them for competitive advantage.
The next 3 pages outline a solution that combines the very latest practices & technology designed to progress your sales & marketing effort …
Digital Demand Generation Overview
Next Generation Sales & Marketing for SMBs*Digital Demand GenerationDigital Demand Generation
An Overview
*Small (<100 employees) to Medium (100<999 employees) Businesses
Digital Demand Generation (DDG)o B2B businesses can now modernize their sales & marketing
function by selecting & implementing a custom ‘digital demand generation’ solution.
o DDG is a customized mix of marketing technology, online channels & best practices. It incorporates content marketing, email, lead capture & marketing automation techniques.
• Marketing automation enables superior lead management, in terms of monitoring, scoring, nurturing & qualification.
o DDG expands your sales funnel & improves conversion rates,= more leads, faster qualification, more closes, more business.
o DDG, once the domain for larger enterprises, is now affordable for SMBs – assess your opportunity now.
iMCCmarketingDigital Sales & Marketing Strategy & Services
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Stir up interest Capture & nurture Qualify & convert
Digital Demand Generation has 2 Distinct Stages (B2B model)
#1 Lead GenerationGoal: Attract leads, fill the funnelHow: Via selection of inbound &
outbound marketing tactics:
• Web/Landing Pages• Online Ads• Search SEO/SEM• Case Studies• Data sheets• White Papers• Podcasts/PPTs• Webinars/events• Co-reg/co-marketing• Syndication/lead service• B2B Social Networks• Thought Leadership• Blogs/Microblogs• Email marketing• Transactional email• SMS/Mobile• PR/Analysts
[Critical importance of CONTENT]
SALES
SALES
MARKETING
MARKETING
#2 Lead ManagementGoal: Capture leads, monitor all contact
points, progress thru funnel.How: • Create a DDG strategy/plan that
execs/sales/marketing agree upon.• Leverage a ‘marketing automation’
SaaS technology to enable solution.• Determine whether CRM is needed.• Create appropriate amount of initial &
ongoing content to act as the fuel for this vehicle.
Marketing AutomationLead CaptureLead Scoring
Lead Nurturing
iMCCmarketingDigital Strategy & Specialist B2B Marketing Services
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Sales Engagement
‘qualified’
Push/pull targets towards capture mechanisms
Close
Incorporate Customer Advocacy into Content
Digital Demand Generation Overview
How to Get UP & RUNNING - 3 Steps, Services as Needed .
iMCCmarketingDigital Strategy & Specialist B2B Marketing Services
Copyright © iMcCMarketingDigital Demand Generation Overview
Opportunity Assessment
Approach DDG from the ‘top down’, starting with a strategic analysis to understand all the variables that determine the scope of this business opportunity:•Business model, sales cycle, target market, competition, differentiation, database/CRM, budget, internal digital skills •Online habits & digital maturity of prospects/customers•Current sales process & management of leads thru funnel•Current content levels & capacity to deliver
Deliverable is a ‘Go’/’No Go’ + hi-level recommendations PDF
Step 1Step 1
Demand Generation Strategy + Technology Baseline Implementation
This step firstly creates a DDG plan that expands the hi-level recommendations into a roadmap & implementation steps via client conversations + sign off. Content Gap Analysis optional.
Secondly service implements the marketing automation tool, in your environment, plus baseline rules & practices, including:•Marketing automation data model & any connectors to CRM•Page/content JavaScript triggers. Scoring & rules model.•Autoresponders, Initial email drip campaign & templates Deliverable is a DDG plan (PDF) + implementation of tool
Step 2Step 2
Content Marketing Services .
As needed services to create the content/collateral required to draw targets toward lead capture mechanisms, then nurture. Will leverage client (+ agency) resources where available to generate some/all of content.
Baseline Bait: Core Collateral Portfolio Service Businesses, especially B2Bs, need a foundational set of collateral that presents their products, services, brand & value proposition. This core collateral service reviews the portfolio, creates/updates/replaces the most critical pieces:
• Brochures, data sheets, case studies, downloads• Videos/podcasts, PPTs/White Papers• Webinars, web pages/landing pages … etc
Ongoing Bait: Content Mix for Ongoing Lead GenIn order to determine what categories & frequency of content you will need to keep filling the funnel, we recommend performing a Content Gap Analysis, then selecting a matrix & calendar for content requirements:
Step 3Step 3
SecondaryBait
Primary Bait
Credibility
Thought Leadership