I had a lesson in "writing like a real person" the first day on the job of my Marketing career. It was a brutal awakening, but an easy lesson to pass along - especially for start-ups and lean teams who don't have the budget or resources to outsource creation of their Marketing materials. But I promise, it's actually good news...
If you own your own start-up, are an entrepreneur, or are working with a start-up or B2B firm, listen up: owned media is the likely the most important, most lucrative, and least expensive marketing opportunity available to you.
In B2B Sales, it's all about the contract. You may think it odd that a marketer that preaches demand generation and marketing pipeline bring up contracts, but after all - what good is Marketing and a solid process if nothing closes? Half of the battle with Marketing is the constant tension with Sales. Usually, this tension is a good thing - it keeps the teams honest and accountable for their share of the burden. But often times there are ways the Marketing team can assist Sales by making their jobs a little easier.
Permission Marketing is in essence the crux of success for B2B marketers. And likely, even if you haven't heard this exact phrase, you understand the reasoning and the meaning. After all, if you remove your marketing hat for a moment, you can truly understand the customer's point of view.
If you're a Marketer for a B2B SaaS company, then you're probably really familiar with the process of obtaining leads and qualifying those leads into opportunities to sell. But if you aren't well versed in the area of leads, opportunities, and conversion, then this post is dedicated to you. I'll seek to make the explanations as simple as possible. And if you're looking for more resources, I recommend reading the book "Maximizing Lead Generation" by Ruth P. Stevens. It's a great guide for getting started.
You're an entrepreneur. By nature, you're always looking for the newest and most innovative way to do business. And for the purpose of your business, that's more than likely a really good thing. And there are certainly different avenues in Marketing where you can take risks and do something crazy and new. Apple does it. Google does it. Salesforce.com does it. Miracle Whip does it. Old Spice does it. And it works. But those companies also do some fundamental things well. Really, really well.
While on business in London, I had the privilege of connecting with consumers from all over Europe. One common theme - no matter where in the world you're from - is the notion of publishing. And no, I'm not referring to becoming an author. I'm also not talking about academia, where publishing constantly is a pressure weighting upon scholars that want to push their names in the limelight. Quite the opposite, actually. Did you know that the average person is online at least 10 hours a day? At least? In fact, many of us (and quite likely most reading this article who are in B2B Marketing) are online at least 15 hours a day. Be it on a laptop, mobile device, or tablet. And what are they doing? You guessed it... searching for content.
So what the heck is demand gen? In it's simplest terms, it is building a brand in such a way to make your company or organization appeal to your prospects; it is essentially your "go-to-market strategy". What will your brand positioning be? Where and how will you advertising, and will you pay for it? What does your online presence look like, and what kind of content will draw your prospects to your company? How will you create forms and innovative ways to capture prospect information so you can follow-up quickly and effectively? How will you measure your success? These are all important questions that are fundamental to demand generation.