HITTING THE BULLSEYE DESIGNING DEMAND GENERATION PROGRAMS TO MEET BUSINESS TARGETS

Summary

Start from the Top: Build Awareness Among Your Target Audience

Alignment on objectives and engagement is based on historical opportunity data merged with AI predictions, allowing cross-functional collaboration and strategy'.

JORDAN BACKUES
Demand Generation Manager at 6Sense

Moving Prospects Down the Funnel: Improve Lead Quality

Converting leads into prospects using an effective lead qualification process is key to your success.

Leveraging All the Tools in Your Toolbox: Use Data and Technology to Drive Pipeline

Intent data is a core strength throughout the entire buyer’s journey and is how we capitalise on revenue moments to convert and deliver the right message'.

JORDAN BACKUES
Demand Generation Manager at 6Sense

The data you track and depend on will be business-specific and aligned with your goals, but should also include Customer Acquisition Cost (CAC) and Lifetime Value (LTV)

BUILD OUT AIRTIGHT DEMAND GENERATION STRATEGIES

Strong demand generation programs consider both the business and the audience. They are innovative and don’t implement a strategy just because it’s popular or your competitor has seen success. Your content marketing and paid media strategies should vary according to the types of leads you attract and how you want them to engage with you.

A data-driven demand strategy is crucial to maintain a competitive advantage in a market where user behaviour is constantly changing. Intent data and other account intelligence provide profound insight into your target audience, enable you to reach them where they are, and help you to speak to them in their language.

Laddering these tactics back up to your overall business strategy is a solid way to ensure that your demand generation programs are aligned with your business goals.

See how INFUSE can help your team build out robust demand and lead generation programs.

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