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ABM, Targeting Tiers And Other Demand Generation Tactics You Need Now

Driving Leads And Awareness Requires Innovative Marketing Techniques; Here Are A Few

As I’ve stated many times in this blog and in all of my speaking sessions, marketing, sales and revenue generation in general have become much more complex. Dramatic changes in your prospects’ behavior are primarily driving this complexity. In short, people go about making a purchase decision in a much different way than ever before.

This means that many of the existing marketing and sales playbooks are ready for the fire pit. One of the most dramatic changes taking place is the way companies reach out to people who don’t know them, who are not yet searching and who might be unaware that a solution exists. While inbound marketing has been a hot topic of conversation over the past few years, today we’re blending inbound and demand generation tactics together to produce better results.

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9 Secrets To Demand Generation No One Is Talking About

Driving Awareness For Your Brand And Creating Demand Requires Strategy

You’re all-in on demand generation. We get it; a lot of people are today. How do you get your message out to as many properly targeted people as possible? We do agree that marketing to people who don’t match your persona won’t produce results, so your demand generation must be properly targeted.

But you don’t want to do what a lot of people are doing — throwing money at the problem, trying everything and hoping something sticks. Instead, use smart and scientific ways to tackle demand generation to produce high-quality leads and results that are sure to get you promoted.

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If You're Doing Demand Generation, Can You Do Inbound Marketing Too?

You Should Do Both For Optimal Lead Generation And Revenue Acceleration

It seems that people are either in the demand generation camp or the inbound marketing camp, but not both. If you have the budget to go after pre-awareness prospects with demand generation tactics and awareness prospects with inbound marketing, why wouldn’t you do both?

When you break it all down, our demand generation agency practice focuses primarily on reaching people who are not aware of you, your company and your products/services, while our inbound marketing agency practice focuses on those people already looking for (and therefore aware of) products/services like yours and getting them to connect with your company.

This means you should have two complementary approaches to marketing. One is not better than the other. It just comes down to what’s right for your company, your budget and your prospects.

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