Sales

Marketing

Product

Technology

• Go-to-Market• Branding• Product Marketing• Demand

Generation• MarCom• PR/AR• Social Media

Lead Generation = Acquire

Growth Hacking = Acquire

Call to Action (CTA) = Engage

Nurture Campaigns = Move along

Marketing Automation = Automate

Demand Generation = All of the above

Inbound● Google Adwords● SEO● Banner ads +

sponsored content w/landing pages

● Retargeting● CTAs on your

website● Nurture and drip

Your Demand Gen Program Should Match Your Needs + Who You Are Targeting

Outbound● Cold calling ● Content marketing● PPL● Nurture campaigns

from purchased list

MarketingQualifiedLead

Raw LeadSDR Screen/ SQL

OPP CLOSE WIN

1/1 – 9/30 Raw Leads Qualified Leads

2012 4,082 Not Measured

2013 48,048 6,317

SAL

BlogWhite Paper

Guide Infographic

Case StudyBriefing Doc

Topic

● Align campaigns with personas

● Use case and pain focused messaging

● Digital + content marketing reliant

● Outbound calling to named accounts

Result: actionable lead generation with higher conversion and shorter sales cycles

10/2/201311

Create personas*purchase driver*influencer*purchase approver

What pain are you addressing?

What is the urgency / trigger for the purchase?

Assets needed to*engage prospect*convert prospect to known lead*through each stage of the buying cycle*post-sales - implementation, support and expansion

10/11/201313