A case for demand generation
Huge choice of media channels makes it tempting to test lots of new opportunities. However, the sheer choice available makes
it difficult to monitor, analyse effectiveness and either ramp up budget for a specific medium or switch it off.
Whilst striving to reach the right prospects in a cost effective way, many marketers, due to lack of effective monitoring, fail to engage in a valuable dialogue with their prospective customers.
Riding to the marketer’s rescue is automated marketing software. This provides a sophisticated email-marketing platform with the ability to run trigger based marketing, and measure and report response.
They also encourage us to test a wide variety of media and to drive all response to the web, ideally a micro site hosted within the application.
Information comes back to the marketer real time. In a final delicious wrinkle, by scoring customer behaviour, it is possible
to make decisions about when a customer is ready to buy, and integration with the CRM system will fire hot, qualified leads through to the sales team immediately they meet the agreed criteria.
Is demand generation relevant to my company?
Can you track and report on your marketing activity?
Can you immediately act on customer interest?
Do you need to update your database?
Do you have a lead qualification process in place?
Do you have a plan to nurture leads?
Do you have a programme to measure results?
Do you need to deliver a flow of quality leads to your sales team?
To drive your business forward, you need to have said ‘yes’ to all of the above. Using ‘Demand Generation’ technology will enable you to deliver higher campaign response results, a decrease in cost per acquisition, an increase in the number of campaigns and ultimately higher revenue. |
