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5 Secret Demand Generation Plays Missing From An Inbound Marketing Playbook

Demand Generation And Inbound Marketing Have Been Paired For Years; Now Theyre Both Getting Proper Exposure

If inbound marketing works well when people are in the awareness stage of their buyer journey and actively engaged in a purchase cycle, then demand generation is for those people who fit your best prospect persona but are not yet active in their own buyer journey.

In my opinion, demand generation is for people in what I’ve started calling pre-awareness. They need what you have, but their pain is not acute enough to activate a buying cycle. If you want to focus your precious marketing dollars on prospects in the awareness stage, inbound marketing might be enough. But if you want to capture all of your lead generation opportunities, then you’ll need to add demand generation to your bag of tricks.

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How Much Lead Nurturing Is Enough Lead Nurturing To Drive Results?

Practicing Inbound Marketing Means Understanding Not All Leads Are Created Equal

Some of the leads you get are ready to talk to one of your salespeople right now, but let’s be honest, most of your leads are NOT interested in talking to you right now. In fact, about 90% or more of the leads you generate from inbound marketing are going to be top or middle of the funnel. Keep in mind the actual concept of the funnel: more leads at the top, fewer at the bottom.

The question then becomes, what do we do with all those leads at the top and middle of the funnel? I’m telling everyone these are good, qualified, high-quality leads — they just don’t want to talk to anyone yet! Since we don’t want to throw them away, ignore them or treat them as anything other than a potential future customer, we should nurture them.

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