Sales Velocity Partners
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Elements Of Demand Generation Demand Generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process. Building awareness is a vital component in the demand generation process. Building awareness takes a continued effort and involves multiple facets of marketing. There are multiple components of a demand generation process that vary based on the size and complexity of a sale. These components include, among other things: building awareness, positioning relevance, supporting validation and mitigating customer evaluation. Advanced demand generation programs typically rely on some form of proactive Lead Generation activities supported by more traditional marketing programs. This is because demand generation programs tend to assume that prospective customers are aware that they have a need or problem, and are attempting to solve it when they search for solutions.
Building Awareness with Branding Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. Inbound Marketing Advertising a company through blogs, podcasts, video, eBooks, eNewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered outbound marketing. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content
Search Engine Optimization The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid (organic) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
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Sales Velocity Partners
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Viral Marketing Buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. Viral marketing may take the form of video clips, interactive Flash games, ebooks, images, text messages, email messages, or web pages.
Social Media Marketing Process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting electronic word of mouth refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company. When the
underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself,[3] this form of marketing results in ‘earned media’ rather than ‘paid media’.
Email Marketing Directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or current customer database. The term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers to encourage customer loyalty and repeat business. Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something. *Researchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016.
Pay Per Click Marketing Internet advertising model used to direct traffic to websites in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as the amount spent to get an advertisement clicked.
Outbound Marketing Interruption Based selling is traditionally based sales methods that interrupt your prospects day in an attempt to get their attention and sell them something. In other words, it is the marketing equivalent of Cold Calling. In the New World it's all about Permission Based Marketing.
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Sales Velocity Partners
www.salesvelocitypartners.com
Telemarketing Method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.
Outsourced Lead Generation The generation of consumer interest or inquiry into products or services of a business. Leads can be generated for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads. Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase. The second key area of focus for a marketer focused on demand generation is ensuring that when a prospect decides to seek a vendor to provide a solution in a given solution category, they discover the vendor that the marketer serves. This is again accomplished with a variety of techniques and tools, often overlapping with the tools used for creating awareness of the category, but with a different emphasis.
Search engine advertising The purchase of advertisements on search engines to appear when keywords on the specific category, or known competitors in the solution space, are searched for.
Webinars or seminars Online web based seminars, or in person seminars to allow prospective buyers to discover and understand a vendor’s solution, how it can be used, and who else is using it, in detail
Lead Scoring Understanding which prospective buyers warrant being contacted by a sales professional. Lead scoring involves scoring two distinct aspects of the prospect; whether he or she is qualified to be a buyer, and whether he or she is interested in being a buyer. The former looks at explicit information such as title, industry, and revenues to understand whether that individual is able to make a buying decision, while the latter examines implicit information such as recent online activity and marketing response in order to determine whether the individual is currently interested in making a buying decision
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