Demand Generation for SMBs

iMCCmarketingDigital Sales & Marketing Strategy & Services

Copyright © [email protected]

Business Environment Update:oLatest phase of the Online Communications Revolution is underway. Sales, marketing & PR are emerging online. Genuine opportunities exist for business transformation & for top/bottom line improvement.oExplosion in the number of digital channels, modalities & tools available for prospects to research, discuss & shortlist business products & services. oBusiness that prosper will succeed in grasping the full array of emerging business, social & technical models, & applying them for competitive advantage.

The next 3 pages outline a solution that combines the very latest practices & technology designed to progress your sales & marketing effort …

Digital Demand Generation Overview

Next Generation Sales & Marketing for SMBs*Digital Demand GenerationDigital Demand Generation

An Overview

*Small (<100 employees) to Medium (100<999 employees) Businesses

Digital Demand Generation (DDG)o B2B businesses can now modernize their sales & marketing

function by selecting & implementing a custom ‘digital demand generation’ solution.

o DDG is a customized mix of marketing technology, online channels & best practices. It incorporates content marketing, email, lead capture & marketing automation techniques.

• Marketing automation enables superior lead management, in terms of monitoring, scoring, nurturing & qualification.

o DDG expands your sales funnel & improves conversion rates,= more leads, faster qualification, more closes, more business.

o DDG, once the domain for larger enterprises, is now affordable for SMBs – assess your opportunity now.

iMCCmarketingDigital Sales & Marketing Strategy & Services

Copyright © iMCCmarketingDigital Demand Generation Overview

Stir up interest Capture & nurture Qualify & convert

Digital Demand Generation has 2 Distinct Stages (B2B model)

#1 Lead GenerationGoal: Attract leads, fill the funnelHow: Via selection of inbound &

outbound marketing tactics:

• Web/Landing Pages• Online Ads• Search SEO/SEM• Case Studies• Data sheets• White Papers• Podcasts/PPTs• Webinars/events• Co-reg/co-marketing• Syndication/lead service• B2B Social Networks• Thought Leadership• Blogs/Microblogs• Email marketing• Transactional email• SMS/Mobile• PR/Analysts

[Critical importance of CONTENT]

SALES

SALES

MARKETING

MARKETING

#2 Lead ManagementGoal: Capture leads, monitor all contact

points, progress thru funnel.How: • Create a DDG strategy/plan that

execs/sales/marketing agree upon.• Leverage a ‘marketing automation’

SaaS technology to enable solution.• Determine whether CRM is needed.• Create appropriate amount of initial &

ongoing content to act as the fuel for this vehicle.

Marketing AutomationLead CaptureLead Scoring

Lead Nurturing

iMCCmarketingDigital Strategy & Specialist B2B Marketing Services

Copyright © iMcCMarketing

Sales Engagement

‘qualified’

Push/pull targets towards capture mechanisms

Close

Incorporate Customer Advocacy into Content

Digital Demand Generation Overview

How to Get UP & RUNNING - 3 Steps, Services as Needed .

iMCCmarketingDigital Strategy & Specialist B2B Marketing Services

Copyright © iMcCMarketingDigital Demand Generation Overview

Opportunity Assessment

Approach DDG from the ‘top down’, starting with a strategic analysis to understand all the variables that determine the scope of this business opportunity:•Business model, sales cycle, target market, competition, differentiation, database/CRM, budget, internal digital skills •Online habits & digital maturity of prospects/customers•Current sales process & management of leads thru funnel•Current content levels & capacity to deliver

Deliverable is a ‘Go’/’No Go’ + hi-level recommendations PDF

Step 1Step 1

Demand Generation Strategy + Technology Baseline Implementation

This step firstly creates a DDG plan that expands the hi-level recommendations into a roadmap & implementation steps via client conversations + sign off. Content Gap Analysis optional.

Secondly service implements the marketing automation tool, in your environment, plus baseline rules & practices, including:•Marketing automation data model & any connectors to CRM•Page/content JavaScript triggers. Scoring & rules model.•Autoresponders, Initial email drip campaign & templates Deliverable is a DDG plan (PDF) + implementation of tool

Step 2Step 2

Content Marketing Services .

As needed services to create the content/collateral required to draw targets toward lead capture mechanisms, then nurture. Will leverage client (+ agency) resources where available to generate some/all of content.

Baseline Bait: Core Collateral Portfolio Service Businesses, especially B2Bs, need a foundational set of collateral that presents their products, services, brand & value proposition. This core collateral service reviews the portfolio, creates/updates/replaces the most critical pieces:

• Brochures, data sheets, case studies, downloads• Videos/podcasts, PPTs/White Papers• Webinars, web pages/landing pages … etc

Ongoing Bait: Content Mix for Ongoing Lead GenIn order to determine what categories & frequency of content you will need to keep filling the funnel, we recommend performing a Content Gap Analysis, then selecting a matrix & calendar for content requirements:

Step 3Step 3

SecondaryBait

Primary Bait

Credibility

Thought Leadership