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The marketing executive is a marketing professional responsible for driving demand for products and services by developing marketing strategies.
There are multiple components of a stepped demand generation process that vary based on the size and complexity of a sale. These components include, among other things:
Supporting validation and mitigating customer evaluation
My name is Ryan-Forrest, and I’m the director of marketing operations at Kennected.
With this blog, we hope to shed light on a demand generation strategy and how you can use a demand generation strategy to obtain leads.
What Are Demand Generation Programs?
Demand generation is a function; you want to generate demand for your product or service.
Demand generation focuses on targeted marketing programs to drive awareness and interest in a company’s products and/or services.
It’s a holistic approach to marketing and sales cohesion within the company.
It’s a data-driven marketing program leveraging the inbound methodology to drive awareness and interest throughout the buyer and customer lifecycle.
Building Brand Awareness
Building brand awareness means that people see your brand as an authority in its field from the first interaction with a potential customer.
This kind of expertise helps build client trust, and lays the groundwork for important conversations about customer pain points and the solutions your business can offer.
A solid content marketing strategy that offers timely, helpful insights at each step of the purchase journey is the best way to build expertise.
Hiring A Demand Generation Manager
Because demand generation touches every part of the sales funnel, it’s unrealistic for marketers to handle all demand-related activities without crashing and burning.
And while KPIs track sales-specific factors like pipeline value and velocity, revenue, and average deal size, demand generation activities typically fall under the marketing umbrella—content, social media, drip campaigns, etc.
To lead demand generation programs, one must need to represent the following qualifications listed in a job description:
A digital portfolio of produced marketing work
A Master’s degree or Bachelor’s degree in business or related area
Experience effectively leveraging marketing automation tools for the creation and sending of batch email and nurture paths, email delivery and inboxing, forms, landing pages, database segmentation, and management
Strong reporting capabilities with the ability to track campaign performance and associated spending down to the most granular details while providing roll-up reporting to senior management
In addition, hiring managers will expect you to be proficient in CRM programs like Salesforce, and other common digital marketing tools like Google Ads and Google Analytics.
Many firms will look for candidates with the advanced analytics experience required to recognize actionable insights about the customer lifecycle.
If you are a marketer with an analytical mindset and a persuasive personality, a demand generation manager could be the job for you.
Along with a breadth of technical know-how, demand generation manager roles require a hearty assortment of soft skills.
Chief among these is the ability to collaborate with others, as you’ll regularly work with cross-functional teams and upper management to achieve strategic goals.
While demand generation managers and directors of demand generation have various responsibilities, the job boils down to building brand awareness, promoting current and new products and services, expanding into new markets, and creating excitement while developing customer loyalty.
What Does A Demand Generation Executive Do?
The demand generation executive serves various responsibilities:
This role will work closely with the marketing operations manager and vice president of marketing to effectively generate the right leads and support their buying journey.
Strategize and execute email campaigns, engagement and nurturing, advertising, webinars, sales enablement, direct mail, trade shows, social media, etc.
Developing and executing short- and long-term multi-channel to drive lead generation and the sales pipeline.
Identify new markets and advertising tactics to encourage business growth.
Collaborate with customer success and sales leadership to create integrated campaigns across multiple channels, widening the outbound demand generation funnel and filling the customer pipeline.
Responsible for driving demand for the company’s services by developing proactive and tailored marketing strategies.
Nurture leads across multiple channels.
Evaluate, select and manage outside vendors that contribute to demand creation and field marketing programs.
Develop a deep understanding of customers, products, and buyers’ journey.
As a member of the product marketing team, they will work with teams from the segment.
An effective approach will be multidisciplinary and combine technical and strategic functions, including the following:
Technical implementation and platform setup based on your unique business practices, including form strategy, lifecycle stage definition, and lead scoring.
Technical integration drives a frictionless experience between systems with clean and unified data throughout.
Process and playbook design as well as effective training to align stakeholders behind a process and ensure no revenue opportunities are lost or stalled.
Benefits of Hiring A Demand Generation Executive
Demand generation helps you reach potential customers at various stages of their buyer journey and provides solutions to existing customer problems.
Additionally, demand generation managers improve SEO results and bolster omnichannel marketing by implementing a unified strategy across all channels, not just Twitter, Facebook, and Instagram.
They benefit from driving revenue growth by generating and qualifying leads for the sales teams.
They get your brand in front of your ideal audience in a way that resonates.
Developing Buyer Personas With Your Marketing And Sales Teams
To facilitate recall, you need to know who the people you’re trying to reach.
Marketing teams should design target company personas based on high-value clients that are most likely to convert and/or grow.
Evaluate what business objectives and values these target accounts tend to share and what major steps in their buying journey precede purchase.
Without properly identifying and outlining your buyer personas, you won’t be able to reach your potential customers where they are, making this stage of the process vital to your success.
They are (fictional) ideal customer profiles. They’re the characters of your selling story, anchored in the data you’ve pulled from recent successes.
Develop A Content Strategy
Hand-in-hand with brand awareness, building industry expertise is a key element of reliable demand gen.
This kind of expertise helps build client trust, and lays the groundwork for important conversations about customer pain points and the solutions your business should provide.
Nurture High-Value Leads
Once you’ve first contacted a potential customer, your marketing team hands over the lead details to the sales team and congratulates each other on a job well done, right? Wrong.
Healthy, reliable demand generation requires a full lead nurturing strategy from first contact through decision and purchase.
Marketing teams should work alongside sales throughout the purchase journey, staying tuned to buyer questions, concerns, and attitudes.
The goal of this kind of targeted nurture campaign is to reach customers with the right content or assets at the moment when that information is most helpful to them.
Through various nurture campaigns and marketing approaches, demand generation efforts aim to both create a long-term relationship between a brand and a potential buyer, and at the same time, gauge and develop a prospect’s purchasing interest in said brand’s products/services.
We recommend closely monitoring lead feedback to understand whether your outreach strategies are meeting customer needs.
Regularly review lead nurture track performance data and take note of stages that receive greater engagement or increase unsubscribe rates.
Adjust your lead nurture tracks and messaging accordingly, as often as necessary, to maximize results.
What Is The Difference Between Demand Gen And Lead Gen?
These two strategies (though sometimes referenced interchangeably) have very different goals.
Where demand generation strives to build brand awareness and authority, so potential customers reliably enter the purchased track, a lead generation strategy focuses on turning an engaged audience into paying customers.
Gated content consists of e-books, guides, white papers, videos, or any other content worth downloading because it provides high value to your visitors and leads.
These materials are vital because they allow you to continue educating contacts through the buying process.
Additionally, when visitors fill out forms to access gated content, your company gets access to their information, and they become leads.
Account-based marketing (ABM) is a strategy in which a supplier targets a select group of accounts representing significantly higher expansion or growth opportunities with tailored marketing and sales support.
Everything in an account-based marketing strategy depends on a deep, reliable understanding of the accounts and audiences you’re targeting.
ABM requires marketing and sales teams to strategically select accounts to target and nurture through customized engagement and support.
What Is Paid Advertising?
Paid advertising can include targeted ad campaigns on paid search and paid social channels.
While it is often associated with inbound marketing, paid advertising executes with an inbound approach.
Like blogging and SEO, it attracts visitors to your site by focusing on the keywords you know your buyers will be searching for.
FAQs are talking points that buyers have previously asked about and, you know, frequently arise during sales conversations.
They are presented as a list for sales reps to reference when they need succinct, well-thought-out answers.
Ultimately, you want to provide sales reps with the best possible answers, so they don’t stumble or overthink when it matters most.
Those customers will remember your brand as a guide within the marketplace and look to your business as subject matter experts for future needs.
If you have the marketing resources, develop curated or personalized content to address the needs of a specific kind of high-value lead.
This could mean leads that most reliably convert or leads prepared to invest the most money with your company.
What Are Marketing Analytics?
The recent rapid shift from in-person to virtual business interactions means a sharper increased focus on digital marketing.
Even as businesses begin to return to safe, in-person interactions with customers and staff, it seems likely that increased digital interactions are here to stay.
Companies need to share their message online, but pay-per-click (PPC) campaigns can be difficult to manage alone.
This form of marketing is a mutually beneficial relationship between two or more businesses hoping to increase their customer base and lead generation efforts.
Outsourcing Demand Gen
As marketing strategies become increasingly complex, we’re starting to see more and more companies move toward a blended model where in-house talent works with outsourced experts as needed.
Outsourcing demand gen offers access to broader expertise and a greater variety of skill sets and presents a cost-effective alternative to hiring full-time staff.
Chatbots And Conversational Marketing
Chatbots are another channel to engage with prospects and customers visiting your website.
From lead generation, qualification, and customer support, chatbots, both automated and live, provide website visitors with the ability to answer their questions in real-time with minimal effort.
You can engage website visitors with personalized conversations.
Hop-On The Kennected Train
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
Want to see how it works?
Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.