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There are a lot of different elements that go into a successful demand-gen program. Great content and events are part of the equation. CRM and marketing automation technologies are another. A rock-solid strategy is the centerpiece, forming all of these pieces into a cohesive business lever.
Our Demand-Gen Marketing Background ...
Significant Experience with Both
Acquisition and Consumption Funnels Generation Millions in Opportunities
Designed, Built, and Managed Advocacy Marketing Campaigns That Produced 100s of Product Review/Ratings
Top-to-Bottom Funnel Demand-Gen Campaigns for a Variety of Solutions and Market Segments
Getting Your Foundation in Place
There are some blocking-and-tackling essentials organizations need in order to be effective when it comes to demand-gen campaigns. The following are some of the essentials that we can help you get into place:
Buyer and Customer Personas.Understanding your buyer and customer personas is a fundamental starting point. 70% of organizations that fail to do persona analysis miss their revenue and lead-generation goals.
Journey Mapping.You also need to have in place is journey mapping—the critical decision-making junctures in the acquisition (prospect) or consumption (customer) funnels. Here, you must understand the roles each persona plays in the buying cycle.
Marketing Automation.Marketing automation technologies that are available today are not one size fits all. You need one that fits the size of your business (e.g., does it integrate with your CRM or provide you with an integrated marketing automation-CRM solution, etc.?). You also need to configure the solution to meet your demand-gen objectives and requirements.
SEO.Your content must be designed to generate maximum SEO results.
Social Media.Behind SEO and email, social media is the third-highest ranked channel for lead generation. You need the right technology tool for promoting your demand-gen campaigns while monitoring social channels for engagement opportunities.
PR Newsroom.Generating visibility in third-party publications and blogs increases awareness of your demand-gen campaign.
While these are not a must for a successful demand-gen campaign, these can most certainly turbocharge your results:
Account Based Marketing.These tools give you the ability to target known prospects and customers on your website with personalized content and offers.
Online Ads.Running ads on various social channels and other online destinations where your customers are at allows you to generate—direct and indirect—traffic back to your website and gated demand-gen content.
Ad Retargeting.Once a buyer expresses “purchase interest” while on your website, you can retarget the buyer—whether known or unknown—with an ad—personalized based on their behavior and preferences—once they leave your site.
Content Syndication.Pushing content onto high-traffic sites where your prospects and customers go for information enables you to pull interested buyers onto your site as well as offer them a call to action (with the objective of a registration form completion).
Ideating Campaign Strategies and Executing the Tactics
Coming up with interesting, compelling campaign ideas is important in a digital space that is increasingly crowded with content. Makes a lot of sense. 83%
of buyers indicate they are overwhelmed with the amount of content available, despite 51%
noting they rely more on content for their purchase decisions today than ever.
A winning demand-gen campaign seeks to understand its audience (personas) and journey map, identify a specific pain point, and create messaging around it. Once these are in place, an innovative set of content hooks—mapped to individual personas and points on the journey map—need to be devised. These enable organizations to improve lead quality while continuing to drive lead quantity.
Two important reminders:
Acquisition (prospect) campaigns are a lot more than just top-of-the-funnel lead capture. Make sure you have an end-to-end content funnel in place.
Don’t forget about the consumption (customer) funnel. Only 8%
of organizations run consumption funnel campaigns, yet it is 6 to 7 times
more difficult to acquire a new customer than to keep and nurture existing ones.
“For a fast-growth business like Reverbant, having a trusted marketing partner such as TIRO Communications is a critical building block. They helped us hone our brand identity and messaging, pinpoint the right marketing automation, customer relationship management, and social media technologies, as well as identify, architect, and build demand-gen campaigns that align with real-world challenges facing our prospects and clients."
Garst Peterson, CEO and Founder, Reverbant
“TIRO Communications has earned the badge as my go-to marketing partner. I know that regardless of the project, the deliverables are going to be really well done, thorough, and on time. The team has always delivered—from blog posts to white papers. All the work from TIRO has been a tremendous benefit to our team."
Tara Benyousky, Director of Solutions and Vertical Marketing, Kore
Examples of Our Demand-Gen Work ...
A talent management SaaS-based platform provider sought to increase the number of ratings and reviews of its mobile app on the Apple iTunes and Google Play stores.
We used the company’s Marketo marketing automation platform to send emails to all mobile app users with an Apple Watch drawing as a gamification incentive. Ratings on Apple iTunes improved from 3.6 to more than 4.5, while the number of written reviews nearly tripled to over 300. Ratings on Google Play improved from 3.4 to 4.5, with the number of written reviews also tripling to more than 100.
Davinci Virtual Office Solutions relies heavily on its two company blogs—on DavinciVirtual.com and DavinciMeetingRooms.com—for inbound prospect traffic.
We worked with them to re-craft their editorial strategy that included shifting to more long-form and in-depth posts.
Key highlights include: a 68% increase in inbound SEO traffic, a 45% reduction in the number of posts, a 25% increase in social shares and likes, and a 3% growth in opportunities influenced by posts.
Fast-growth Kore is transforming how enterprises conduct business with Bots Platform and Messaging Platform. For top-of-the-funnel activities, Kore uses a series of white papers to capture new marketing and sales leads.
We researched and wrote a number of the white papers and related blog posts for Kore. On topics such as conversational commerce, natural language processing, and various market segments, these content assets are proving to be critical to lead gen and opportunity influence.
The team at TIRO Communications has extensive experience designing and managing demand-gen campaigns for Fortune 500 enterprises to fast-growth startups. Our approach places prospect and customer personas and journey maps at the center of the process and constructs the campaign and content around them.
1. Persona Development and Journey Mapping
of marketers say the biggest challenge they have in developing engaging content is the lack of buyer understanding. It’s no wonder more than 80%
of content is wasted.
We’ve worked with organizations—big and small—to define buyer and customer personas for both sides of the funnel. Through our partnership with Akoonu, clients have the option to use their SaaS-based platform that includes data-driven insights, configurable frameworks, workflows, and more to develop in-depth personas and journey maps.
2. Technology Evaluation, Configuration, and Planning
There are over 2,000 different marketing technologies on the market today. It gets darn confusing when you’re sorting through them and trying to determine which ones fit your business requirements. This is where we can help.
There are some essential technology building blocks that you need such as …
Customer Relationship Management (CRM). Virtually all organizations of any shape or size needs a CRM system. There are a number of options on the market. We can help you evaluate them based on your business requirements.
Marketing Automation. For small organizations, there are marketing automation systems that have integrated CRMs. This means you get seamless integration and a more cost-efficient solution. This is important for smaller fast-growth companies that have limited resources—both people and budget. For other organizations, more robust, enterprise-class systems may be required. We can help you determine what fits you budget, resources, and business requirements.
Social channels now drive 31%
of referral traffic and influence a measurable amount of lead generation and opportunities. The social media monitoring and management space is quite crowded, and you need to select your tool carefully.
In addition to the above, there are a lot of other technology areas that may or may not be relevant for your marketing requirements. We’ve designed, configured, and managed everything from content marketing management systems, to persona and journey mapping systems, to content curation systems, to employee, customer, and partner advocacy platforms.
3. Campaign and Content Ideation and Architecture
Once you know your buyer and customer personas and understand their journeys and have the underlying technologies in place, then you’re ready to start thinking about what campaigns to run and the types of content to create for each of them.
One size fits all most certainly doesn’t work. Campaigns need to be crafted carefully to ensure they resonate with your personas and the content associated with them connect with those same personas at the right stages of the journey. We’ve designed, configured, and managed—including metrics—large-scale campaigns that have generated great results—from MQLs and SQLs, to opportunities, to revenue generated. We even have experience architecting, building, and running advocacy demand-gen campaigns.
4. Content Creation
When it comes to creating content that resonates with your buyers and customers, you’ve come to the right place. Our award-winning editorial and creative team crafts and designs content that matches your brand identity as well as educates, stimulates, and nurtures your prospects and customers that generates a response to your calls to action. We can create all types of content—from eBooks and white papers, to case studies and video testimonials, to blog posts and magazine articles—based on the objectives of your demand-gen campaigns, persona preferences, and journey stages.
5. Metrics and Analytics Tracking and Reporting
No demand-gen program is complete with metrics and analytics tracking and reporting. Without data, you’re throwing darts at a dartboard in the pitch black of the night. Surprisingly, a majority of marketers admit they cannot measure the effectiveness of their content and demand-gen programs.
We’ve found it is important to define those as part of the campaign and content ideation and planning process and to ensure you have the right systems and tools in place to manage the results.
It is also important to remember that there are different types of metrics and analytics, including: