Re-IGNITE YOUR DEMAND GEN ENGINE - Part 1

For B2B companies, an average close rate is 1-3%. 
So to get 1 deal closed, you need somewhere between 30 and 100 opportunities. 
Some will come from your sales team, but the vast majority should come from demand gen efforts. 
Many companies scaled back demand gen - now’s the time to step it back up. According to @David Cardiel, Demand Gen Marketer extraordinaire, here are the 3 things that every revenue leader should be doing right now:

1. Turn the conversations into action. It’s time to cash in and deliver on the goodwill and thought leadership built up at the start of COVID-19. At the start we were empathetic, remained unopportunistic and pushed past the discomfort and kept the channels of communication open. Demand marketers that attempted to use the crisis to generate more sales or market share risked doing irreparable damage to their brand. As we push forward into months four and five there has been a shift back to more traditional demand gen campaign tactics such as email, paid, social and virtual events. In contrast to volume-based lead gen, this is a time for more comprehensive opportunity identification, better opportunity and overall account management.  
   
2. Be solution-oriented, not just product oriented. Throughout the pandemic, demand marketers have needed to understand that there is no ideal product but only a solution that fits a customer’s needs and desired outcome. A more common tactic is to define product appeal based on how they are differentiated from competitors. This is a tactic that works for some but opportunity comes in how their solution can be differentiated for customers. 
   
3. ​Strengthen the Sales and Marketing Alliance - At the end of the day, marketing still needs to drive the demand that supports sales and revenue targets for their organizations. Campaign-enabling quota carrying teams is paramount to the success of any demand gen efforts being deployed. What marketing is pushing, why they are pushing it followed by attribution reporting is sure to align both teams. Consider focusing ABM programs on accounts that are currently showing signs of being in-market, either via anonymous first-party web engagement or third-party intent data. In addition, there is a natural tendency to focus on lower-cost engagement channels in an effort to save money, yet solely cutting channels for the sake of cutting will dramatically impact performance.

By following these simple steps, you'll re-ignite the Demand Gen engine and start to see the lead pipeline start to fill-up again. 

We have 20+ years of experiencing in helping companies re-think their sales funnel. If you’d like to learn how we can help your company grow from <$10M to $50M+ please contact us at azim@nagreeconsulting.com.