Here are some more good Best Practices to help you turbo-charge your demand generation campaigns.
Gain a keen understanding of your prospect’s buying tipping points and also the seasonality of your business to maximize your results and make your Demand Generation investments more potent.
Plan to use multiple media in a coordinated effort to pursue leads. By coordinating your media schedule, you will increase your collective rate of responses. Great campaigns don’t rely on one media, but rather leverage email, online, social media, white papers, case studies and more.
The performance of any Demand Generation campaign must be measured and tracked in a system that allows for easy analysis of investments, success, and results. You will want to track opens, click rates, inquiry rates, lead quality, lead sources, top search terms, lead conversion percent, top conversion by sales rep, closed business by campaign, and pipeline/revenue/margin contribution rates.
Be very strategic about your investment in Trade Shows and Conventions, tracking which shows lead to the highest ROI. Ensure all participants know what behaviors generate opportunities.
Create a closed-loop process to ensure that leads don’t fall through the cracks and that they receive appropriate follow-up. Ensure that all sales reps use the same methodology to qualify leads.
Leverage the competitiveness of the marketing and sales teams, implement a contest and track results publicly during the campaigns and celebrate the top performers with appropriate rewards.
By now you should have some actionable ideas that you can implement to try something different and raise the level of your Demand Generation game TODAY!