Wednesday, January 18, 2012

The Importance of Demand Generation

Demand Generation is the process of creating and nurturing interest in the products and services that your company offers.

Decision makers and prospects are forming opinions about your company’s products and
services, long before your salespeople talk to them.

Think about the last time you purchased an item worth more than $1,000.00.  I bet the first thing you did was go online to do some of your own research, am I right?

That is why you need to create a positive image early in the buying cycle and gently push decision makers from stage to stage.

You must provide the prospect with the right information at the right time in the buying cycle.  The only way to know what to provide at what time is to “watch” their
behavior. This is typically done using a marketing automation solution such as HubSpot, Marketo, Eloqua, or SilverPOP.

Which parts of your website are they visiting and who is visiting?  For instance, frequent visits to your pricing page may mean a very interested prospect.

It‘s also important that you communicate with people who could be customers but are not ready to buy today – because many of those buy eventually.

The more you tailor this to the person and buying stage, the more effective you will be.

In order to engage early with the right content to create a positive impression and keep in touch with those not yet ready to buy.

Build it and they will come.

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