One of the core purposes of all marketing teams is to generate demand and identify new leads for their business.
Nowadays, marketers use many different tactics to achieve this purpose. All of their efforts result in potential leads interacting with the brand through the different channels (website visits, webinars, social, events etc).
These interactions with leads need to be captured, nurtured, and moved down towards closing the deal. Marketers deploy different solutions to achieve this goal. In most cases, this calls for multiple solutions to manage these interactions across a wide spectrum of channels and touchpoints.
Lead-related info is widely spread and stored across these different solutions deployed by the marketing team. This poses a challenge in effectively managing leads.
There are three critical factors that needs to be efficiently managed for success in demand generation.
3 Critical Factors for Success in Demand Generation
1. Comprehensive View of the Lead
Given that potential customers interact with the brand on a multiple channels of their choice, it’s important to capture and manage these interactions efficiently.
Irrespective of how or where these different interactions are stored within the stack of marketing solutions, it’s imperative that there should be a seamless way to combine all relevant info and present these to the marketer in an easy to consume format.
2. Customer Experience Journey
Customer interactions should be captured, stored and setup for easy retrieval, so that these interactions can be used to draw up the customer experience journey.
This will help identify the customers’ needs and their journey with respect to the brand. The customer experience journey provides the most relevant clues about customer expectations.
3. Tipping Point Interaction
If the customer experience journey is drawn up, it would help identify and analyze which interactions with the brand were instrumental in their decision making process. After all, it could be one or more interactions that led the customer to make their final decision.
This would help identify what information or interaction was most relevant, so that marketers can leverage this to nurture other customers through the same path. These insights would also contribute significantly towards defining the company’s multi-touch attribution model.
For most marketers, this is the most crucial aspect of their work and a puzzle that many of them have not managed to solve.
Wrapping it up
In order to be successful at demand generation, marketers need to have a comprehensive view of their leads, map out the customer experience journey, and identify high-converting interactions.
But all of these require marketers to have clear visibility into their marketing stack with access to relevant metrics. Marketers should be able to focus on these key business outcomes and not spend too much time figuring out how to deploy or manage various technology / solutions.
In short, marketers need to adopt a marketing forensics approach, which will help them find the above insights, quickly and easily.