Demand Generation Marketing News & Insight
The Latest Posts on Demand Generation Marketing From Modern B2B Marketing Blog
Have you discovered the next generation of generating leads? Demand generation marketing campaigns drive awareness and interest in a company’s product or service by qualifying and prioritizing prospects instead of immediately throwing them over to sales. Demand generation involves nurturing leads until they are ready to be handed over to sales, coordinating activities with sales and working to improve results with time.
Modern B2B Marketing Blog posts focused on demand generation marketing provide tips, best practices and news for marketing professionals to take lead generation to the next level. Gain insight from industry thought leaders from Marketo and others, as well as webinars, quizzes and new product information.
Find our latest posts on demand generation marketing below.
Increasing Sales Leads: Thought Leadership With Marvin Miletsky
In a down economy, what changes to lead generation can B2B sales and marketing professionals do to increase sales? Our next interview in the B2B Marketing thought leader interview series (a series covering the entire revenue cycle, from the earliest stages of demand generation and lead management to the pursuit of revenue and customer loyalty) seeks to find these answers with 35+ year sales veteran Marvin Miletsky, co-author of Perspectives on Increasing Sales (along with James Callander).
BtoB Leading Edge: 10 Sharp Tips Taken From the Cutting Edge Demand Generation Virtual Conference
Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class. With almost 5,000 registrants, it is clear that B2B marketers are concerned about getting the most out of their demand generation and lead management programs. But with so much on a marketer’s plate these days, not all 4300 could attend this half day event. For those, and as a wrap-up from the event, I wrote up the top tips I took from the show:
1.Website visitors need clear directions on what to do when they arrive on your website. Developing clear calls to action was a key point during almost every session during the event.
Demand Generation Best Practices: Thought Leadership With TheLeadSloth
One of the great things about blogging is the opportunity to build relationships with thought leaders I would not otherwise meet. That's why I'm glad I had the opportunity to meet Jep Castelein, author of LeadSloth on Demand Generation: Smart Tools for Lazy Marketers. Here is his interview, part of the B2B Marketing thought leader interview series. You can also follow Jep on Twitter (@jepc). Enjoy!
5 Reasons Why Lead Management is More Than Lead Nurturing and Scoring
I think one mistake many marketers make is to think of their lead management requirements too narrowly — and to be honest, quite a few demand generation vendors make this mistake as well.
As I wrote back in December, 2006, the fact that today’s buyers take control of their buying processes using search, social media, and other online tools means that marketers need to move away from a mindset of “generating leads” and towards a model of “managing leads”. Done well, this unlocks serious revenue growth. At Marketo, our lead management system helps our sales team to be 40% more productive than comparable SaaS companies, and allows my demand generation team to generate 50% more qualified, sales-ready leads per month at 33% lower cost per lead.
More Resources to Define Lead Management Requirements
A few days ago I posted a link to the new IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation. This is a great tool, but there are quite a few other resources out there to help you define what you are looking for in a demand generation system. Here are some links to help you out; please let me know if you write about this topic and I’ll be happy to add you!
- Jep Castelein writes about vendors and evaluation criteria at LeadSloth on Demand Generation.
- Adam Needles is writing about the Top 20 Integrated Marketing Management Platforms at his Propelling Brands blog. Here’s a link to Part 1 and Part 2.
- David Raab writes about demand generation vendors and most recently about usability on his blog Customer Experience Matrix. (Note: You can download a summary of the Raab Guide to Demand Generation Systems from our website.)
Marketo’s Secret Sauce for Demand Generation
You may ask, why should anyone care what I have to say about demand generation? Well, at Marketo, we’ve built a world-class demand generation machine that has helped us in just 10 months to sign up over 130 customers in more than eight countries, including companies such as Thomson Reuters, Reed Business, and CollabNet.
Now, I'm not writing this to promote Marketo, but I think our results are proof that we’re doing something right with our own demand generation and lead management processes. I frequently get asked to share how we achieve these marketing results, so I recently presented a fact-filled webinar titled Secret Sauce for Demand Generation: How Marketo Nurtures, Scores and Accelerates Leads through the Revenue Cycle.
Demand Generation Quiz: How Good Are You?
How do you know if your demand generation is good enough or when it’s time to take your lead management processes to the next level? Here are 14 important questions that indicate whether or not you can benefit for more sophisticated marketing automation.
Ask these questions to yourself, your boss, your direct reports, your head of sales, and any other stakeholders in your demand generation process.
B2B Lead Generation: 7 Tips From MarketingSherpa
In Part 1 of our three part series, Anne Holland, founder of MarketingSherpa, discusses key findings from their new B-to-B Lead Generation Handbook. Included in this 30-minute teleseminar are practical tips for:
- Search engine marketing
- Whether to put your content behind registration barriers
- Lead nurturing and quality
- and more
The Practical Tips for B-to-B Lead Generation webinar is available on demand from Modern B2B Marketing and Marketo. Parts two and three of the series are scheduled over the next couple of weeks; you can sign up to participate yourself.
B2B Lead Gen Series of Best Practices Events
Modern B2B Marketing is sponsoring a don’t miss multi-step event that starts this Thursday! MarketingSherpa and Marketo are presenting a series of 20-30 minute online events focused on B2B lead generation best practices, with information from MarketingSherpa’s new B-to-B Lead Generation Handbook.
This series includes:
- Teleseminar presenting key research findings about B-to-B lead generation best practices, presented by Anne Holland, founder of MarketingSherpa — July 31
- "Fireside chat" with Anne Holland and Jon Miller — Aug 7 @ 11:00am Pacific
- Open town hall meeting with Anne to ask questions and share best practices with other B-to-B marketers — Aug 14 @ 11:00am Pacific
Demand Generation Made Simple
David Raab is an analyst specializing in marketing technology and analysis. Like me, he is a strong believer that marketers increasingly depend on technology for success, and he has made a business helping clients objectively select the right tools and deploy them effectively.
His blog, Customer Experience Matrix, explores technologies and business issues that help organizations make the most of every customer interaction. Recently, he’s been looking at demand generation vendors (including Marketo), so if you are in the market for demand generation software you should certainly take a look at his blog and articles.
Introducing Modern B2B Marketing Podcasts
As the marketing departments of B2B companies gain recognition and responsibility as a full partner to sales in creating revenue through demand generation, marketers should continue to hone their skills and knowledge. With that in mind, Marketo is introducing a series of podcasts with thought leaders in B2B marketing.
More from Modern B2B Marketing blog.
