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Demand Generation is focused target marketing to create awareness and interest for your products and services, and attracting new people to your business. Some people may use the term lead generation to describe actually qualifying these people into "leads" for your sales team.
We believe in using all the available tools to generate demand, and we make choices based on where you are in your business' journey (and budget) and where your prospective customers are found. Check out a selection of these below.
Content is the absolute foundation of any strategy. We beg, cry, and plead for our Clients to seriously start working on their content strategy ... yesterday. We have a million reasons why, which we discuss here and here. but not the least of which is that Google's algorithm continues to reward "older" content. Even in B2B, the first thing people do when researching solutions is "Google it." If you aren't open to a content marketing strategy, we may not be the team for you. Based on both experience and research, content marketing is one of the pillars of a 21st century marketing plan. What do we mean when we say content? Well, we haven't met a piece of content we didn't like, but here are some starter content types:
Because "organic" reach via search and even social media is on the wane, companies need to include a paid component to their strategy. Paid opportunities abound of course, but a few to consider for starters.
Building a lead list is critical. But how do you actually do that? What are the components of a good lead collection sequence? Our lead campaigns contain the following:
Email is still the work horse of your marketing strategy. But, SPAM is always out of fashion. You can't reliably go out, buy a list, send 100,000 emails and sell a bunch of stuff. You may get lucky, but your investors want reliable and predictable. Email is used for more targeted opportunities.
We don't claim to be an SEO agency.,but we incorporate best practices to help your content rank where your prospects will find it. Some tactics include:
You ignore social media at your own peril. Whether you think so or not, your prospects and customers are on social media. We typically help with:
PR is a special form of content. We'll push for newsworthy press releases related to funding, product launches and so forth. We're not a PR agency, so we won't have the personal contacts with your industry's media leaders, but we'll do our best to get your release into the right hands.
Marketing metrics are critical to understanding what is working and what isn't. We believe data helps find the truth. Every single marketing retainer comes with monthly marketing metrics so you know exactly what is going on.
The downloadable asset for this client Case Study pulled metrics right from our decks.