Marketing Automation » Best Practices to Building a High Impact Demand Generation Strategy
Best Practices to Building a High Impact Demand Generation Strategy
You will learn...
- Develop a buyer persona to be used in demand generation
- Develop a content and offer map for demand generation planning
- Use lead management and marketing automation for your demand generation goals
Develop and plan for an effective demand generation strategy.
Today’s B2B buyers complete more than 50% of their buying processes without ever speaking with an actual person. Demand Generation strategy is about effectively engaging with those buyers throughout the buying process. In this lesson, you’ll learn the keys to developing such a strategy, including developing buyer personas, mapping certain content to stages of the buying process, and how to both plan for and measure your results.
You'll leave this class with an understanding of demand generation and an overview of what is needed to be successful in today's marketing 2.0 world.
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CEO, The Annuitas Group
Carlos is a known thought leader in B2B marketing for his keen insights on the development and implementation of lead management process, and is also a recognized expert in marketing automation. Most recently, Carlos was named a 2011 Who’s Who in BtoB Marketing. Additionally, Carlos has been recognized three years in a row (2009 – 2011) by SLMA’s 50 Most Influential People in Sales Lead Management. He is a frequent speaker, blogger and guest contributor of many articles on B2B marketing. Prior to The Annuitas Group, Carlos was responsible for global SMB marketing at BMC Software. In this role, Hidalgo managed all aspects of marketing and customer relations for the SMB line of products including the creation of strategic messaging, go-to-market strategies, management of all customer communications and demand generation activities. He was also responsible for implementing global marketing best practices and processes, and ensuring all global direct marketing needs were being met. Prior to BMC, Carlos held similar roles at other various B2B companies including McAfee and Staffware, as well as Bertram, McKee & Associates, an independent marketing firm, where he was instrumental in delivering strategic marketing, lead management, generation and database development programs for Microsoft, IBM, HP and Avnet. Carlos received his bachelor’s degree in business communications from Cedarville University in Ohio. |
| Title | Duration | |
|---|---|---|
| Introduction | 2:49 | |
| Defining Demand Generation | 1:34 | |
| The Benefits of Marketing Automation | 1:22 | |
| Planning Demand Generation | 2:32 | |
| Defining Buyer Personas | 2:25 | |
| Developing Buyer Personas | 3:35 | |
| Lead Planning and Creating Content | 3:10 | |
| Measuring Key Metrics | 1:24 | |
| Demand Generation Tactics | 2:01 | |
| Key Takeaways | 1:28 |
Class Information
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