What is it?

1. Consideration Buyer’s Journey Awareness Preference Loyalty Communicating with customers, giving them encouragement and reason to remain active and choosing to do business with you. What is it? Convince customers that they want/need what you offer—and get them to choose you Generating customer interest by focusing on and demonstrating advantages and benefits of your offerings over others Attracting the attention of the customer—get them to discover you Your goals Maintaining customer satisfaction and needs to safeguard continuous customer business; utilizing communication and feedback to get deeper and wider. Generate demand and show that what you have will meet your customers’ needs; this is typically where you see the term “demand generation” Differentiate your offerings from other options, through benefit-led efforts, testimonials, demos and other convincing media Build up your brand and generate awareness among all of your target customers • Outbound sales • Telemarketing • Nurture campaigns • Lead generation • Appointment setting • Demos • Hard offers • ROI/TCO calculator • Direct mail • Case study • Live events Ideal tactics • Sales data sheets • Solution white papers • Content-heavy pieces • Webcasts • Demos/videos • Live events/webinars • Benchmarks • Competitive analysis • Blogs • Nurture campaigns • Case studies • Incentives • Discounts • Demos • Events • Social media • ROI/TCO calculators • Blogs • Gifts • Newsletters • Advertising • Inbound marketing • Online media • Social media • Market research reports • Industry white papers • Trade show events • E-books Traffic on trade show booth, Number of impressions and click through Number of marketing generated Inquiries Continued business from your customers. Referrals. Number of click throughs and attendance at events. Number of qualified leads and marketing generated opportunities Success metrics