Why Demand Generation Requires a Strategic Mindset

Marketing Insider Group

Demand generation is complex. 7,000-piece jigsaw puzzle complex. This dynamism is the root of demand gen’s power, as well as the seeds of its downfall. The post Why Demand Generation Requires a Strategic Mindset appeared first on Marketing Insider Group. Demand Generation

Demand Generation: Content to Create a Commitment


Developing a demand generation strategy is complex, requiring marketers to work with a variety of tactics to create need for a product or service. As Michael Brenner puts it, demand generation strategies are as complex as a “7,000-piece jigsaw puzzle [1].”


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Demand Generation: Content to Create a Commitment


Developing a demand generation strategy is complex, requiring marketers to work with a variety of tactics to create need for a product or service. Developing a successful demand generation strategy employs technical, relationship, design and marketing capabilities to build a customer centric strategy. As Michael Brenner puts it, demand generation strategies are as complex as a “7,000-piece jigsaw puzzle [1].” Creating Demand.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

Summary: LoopFuse offers attractive but limited demand generation functions at an easy-to-swallow price. It’s been nearly a year since I took my first close look at the LoopFuse OneView demand generation system. LoopFuse provides a graphic email designer that can generate both text and HTML versions. Unlike most demand generation vendors, LoopFuse does not host landing pages or Web forms for its clients.

2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. 2009 was a year of tremendous growth for demand generation systems (a.k.a.

Still More on Assessing Demand Generation Systems

Customer Experience Matrix

I had a very productive conversation on Friday with Fred Yee, president of ActiveConversion , a demand generation system aimed primarily at small business. This is no reflection on the product, which seems to be well designed, is very reasonably priced, and has a particularly interesting integration with the Jigsaw online business directory to enhance lead information. Tags: marketing software marketing automation software selection demand generation

ActiveConversion Review - SMB Lead Management


From Web Analytics to Demand Generation. It integrates with Jigsaw to show company details like revenue, and available contacts for a specific company: contacts can be bought for $1 each directly at Jigsaw. ActiveConversion generates HTML code for you, so you can include it in a page on your own website. So there is data exchange on demand, but not a full bidirectional synchronization like in most of the more expensive lead management systems.

Differences Between PR, Marketing, and Advertising and Their Applications


These are key elements of the entire marketing jigsaw. Advertising sits at the bedrock of any B2B company’s marketing and lead generation tactics and could include TV ads, print ads, and every online pay-per-click (PPC) ad. Demand Generation Marketing

PR 62

Email Lists: Should You Rent or Buy?

The Point

If you’re looking to integrate email into your lead generation mix in 2012, you would do well to consider list purchase as an increasingly viable option. Rented lists can be expensive (50 cents per name and up), however, and for one-time use, it takes a very successful campaign (or a very large average deal size) to generate a respectable ROI.

List 166

LeadForce1 Adds Mind Reading to Marketing Automation

Customer Experience Matrix

Related capabilities include reverse IP lookup of the company of anonymous visitors, connections to Jigsaw to provide contact names of those companies, and the aforementioned telephone lead qualification. Tags: behavior identification web analytics demand generation marketing automation lead management Summary: LeadForce1 infers Web visitors' intent and sales stage from the contents they read.

NitroMojo and Marketing Advocate Specialize in Marketing Automation for Channel Partners

Customer Experience Matrix

This addresses one of the central dilemmas of selling through partners, which is losing contact with the leads and, as a result, not being able to measure effectiveness of corporate lead generation programs. Resellers define their target prospects when they set up the system and then purchase suitable lists from suppliers including NetProspex , Jigsaw , and Harte-Hanks.

9 Marketing Words That Have Lost Their Meaning

Digital B2B Marketing

Leads and Lead Generation Leads may refer to anything from a list purchased from Jigsaw to prospects that have full BANT qualification (that is, they have B udget allocated for a solution like yours, they have the A uthority to purchase the solution, they have a defined N eed for a solution and they have an established T imeframe to purchase a solution). If you are talking about leads and lead generation, setting the definition is critical.

Words 168

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Neolane - posting: central panel to post tweets and Facebook updates - sharing: place sharing buttons on emails - tracking: measure clicks on links in system-generated posts. demand generation software vendor comparison social media marketing marketing automation systems

Active Conversion Offers Strong Lead Management and Leaves Out the Rest

Customer Experience Matrix

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. That's fewer functions than traditional demand generation, but if those are the functions you need, who cares? The classic demand generation cycle starts with an outbound email campaign, captures replies on a landing page, scores the responses, and then sends qualified leads to a sales automation system and keeps the others for more nurturing.

Alsa Marketing Adds Multi-Language Capabilities to Low-Cost Marketing Automation

Customer Experience Matrix

These include support for multivariate tests on landing pages (but not emails); automated posting of Jigsaw and social media data into lead profiles; fractional revenue attribution; and SugarCRM synchronization. Tags: marketing automation multi-language marketing lead management demand generation Summary: Alsa Marketing is a late entry to small business marketing automation. They support multiple languages, which should gain them some business.

Cost 132

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

DemandBase built its database by monitoring which IP addresses most often visit its 2,000-plus clients, parsing multiple external IP directories for the owners and geo-locations of the servers at those addresses, and adding attributes from business directories including D&B, Hoovers and JigSaw. Tags: geotargeting marketing automation leadlander lead management IP address lookup demand generation

Buying B2B Email Marketing Lists: Challenges and Recommendations

Digital B2B Marketing

Your Turn Will inbound marketing erode list buying, or will companies like Data.com (formerly JigSaw, now part of SalesForce.com) integrate data purchases into B2B sales and marketing operations and make them a key part of day-to-day activity? Demand Generation B2B lists buying email lists Data.com DemandGen Reports email lists IDC Oceanos Salesforce.comBuying email marketing lists. It makes many think of the spam emails selling a database of millions of top executives.

List 110

The Death of Cold Calling – Ending the Debate

Sales Intelligence View

Marketing automation solutions like Eloqua manage opt-ins and content, all directly linked back to lead generation and sales acquisition costs. Dialer tools like the PowerDialer for Salesforce manage and predict call cycles for lead generation, pushing the highest-quality leads and data to the reps right when they need it. Calling names based on a prospecting list generated by marketing with contact data is not needed in the age of sales intelligence applications.

Act-On Software Stresses Ease of Use

Customer Experience Matrix

Web analytics based on user-assigned page names, so tracking can work without building codes into the URL structure The system has some other strengths that are less unusual, but still hard to find: - anonymous visitor tracking based on IP address lookup, with automated integration into Jigsaw to look up contact names and automated alerts for visits from named accounts. act-on software system selection ease of use demand generation marketing automation

Act-On 137

Marketo Sales Insight Expands Salesforce Access to Marketing Data

Customer Experience Matrix

It lets Marketo sell seats to sales departments, which could be more lucrative than selling its core demand generation system. This can be integrated with Demandbase and Jigsaw to download the names of contacts at those firms. Marketo lets sales reps send emails and add prospects to demand generation campaigns. Compare this with maybe $2,000 per client per month earned by most demand generation vendors.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system.

Eloqua 120

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ).

Genius.com Adds Short URLs to Capture Social Media Replies

Customer Experience Matrix

Summary: Genius.com is adding a URL shortener that will tie social media responses into the regular flow of demand generation and lead management. It generates short URLs that directly connect social media responses with Genius.com’s standard marketing and sales support features. As I wrote in my February post on Genius , the system creates links to a proxy server that can track Web site visitors within the demand generation system without actually modifying the Web site.

URL 120

DemandBase Creeps Up the Value Chain

Customer Experience Matrix

That is, they take business data from several including sources Hoovers, D&B , LexisNexis , AccuData , BusinessWatch Network , Jigsaw ) and merge it into one big contact list that people can use for outbound promotions or to enhance their own files. Ok, some of the underlying database preparation and matching is actually pretty demanding. Tags: prospecting marketing automation lead management compiled data sales leads demand generation

Social CRM: The Latest Evolution for Managing Customer Relationships


Accessing sites like Demandbase, LinkedIn and Jigsaw from the tools already in use. Tags: Demand Generation Lead Management Modern B2B Marketing Modern B2B Sales Social Media social crm The days are long gone when sales representatives could rely on their ability to “read” prospects to make the sale, thanks to buyers researching their purchases online.

Quotable Moments from Two ABM Podcasts with Jon Miller (CMO and CPO, Demandbase)


How well those jigsaw puzzles fit is basically why we were able to do it so quickly.” ” Traditional demand generation vs. the ABM model. They have ABM programs for some accounts and they have their traditional demand gen programs for everything else.

CPO 68

Sales Pipeline Radio, Episode 234: Q & A with Jon Miller @jonmiller

Heinz Marketing

There’s a reason why everybody has adopted account-based, but traditional demand generation is fishing with a net, whereas account-based marketing is fishing with a spear. And you mentioned before we came on, it’s a whole new demand base.

B2B Appointment Setting Teams and How to Get the Most From Them

Green Lead's B2B

Appointment Setting is a part of demand generation that is done through vendors that specialize in the task, or by inside sales teams that add it to their roster of tasks. Add click-to-dial software for your CRM, Jigsaw and NetProspex subscriptions, or social media tools for prospecting purposes, and you’re all set.

How B2B Marketers Can Get More Leads into the Funnel via Inbound Marketing


I learned the right way fast, becoming a demand generation machine!). Don’t believe me- go check out terms like B2B Marketing, Marketing Automation, Lead Scoring and Demand Generation. We also need data like industry and company size to do proper email and campaign segmentation, so we append our data with information from a third party database (Jigsaw). . At my previous company my success was measured by number of leads.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. As part of a broader lead generation, on-demand platform, Demandbase offers a free, downloadable Web application built on Adobe AIR (one of 3 investors in an $8M round they also announced.) Demand Stream™ includes a Web widget that shows sales and marketing the names of companies visiting the Web site in near real-time.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. There are four primary buckets of technology solutions aimed at solving the “how do I make lead generation activities more effective?”