Demand Generation

It takes a ton of work to drive traffic to your website. You pay for ads, optimize for search, tweak landing pages, and bare your soul on social media. But when visitors start dropping by, how exactly do you get them to stay longer and take the next step? As a business, you don’t want…

Been on a news website lately? Of course you have. If you’re not inundated with ads and popups to subscribe, follow, and be followed by the news site, then your reading experience is crowded with banner ads, suggested content, and Read This Next boxes. In the crowded world of tech news, the space your content…

Quick summary: You want to download a bundle of easy weeknight meal recipes so you don’t have to find that website you really liked all over again. You want to read short news digests to save you time. If you’ve been in one of these situations before, you’ve probably also completed a lead form. Lead…

Prior to digital marketing, everything was simple: marketing and sales knew their jobs and those duties rarely overlapped. No one had good customer information, and it was so easy to blame the other team for a lack of sales. Now we have more information than we can handle about customers, but the lack of communication…

In the old days, a “lead” meant you’d caught wind of a good business opportunity — someone who had money to spend and was looking for a product like yours. A lead was worth pursuing. But in the digital age, the word “lead” is almost meaningless. Marketing is a dissemination machine, being a prospect means…

The overarching responsibility of the marketer is to persuade the audience of one thing: why they should choose your company instead of another. The foundations of persuasion were established in Greece thousands of years ago, and though many a young “content creator” may not know it, the principles Aristotle posited in the 4th century BC are still…

Lead generation sounds scary, but it’s little more than finding the customers that are a good fit for your product. Marketers and small business owners do this every day, often informally and without any sort of plan. Lead generation is the act of formalizing effective marketing tactics into campaigns that have the ability to scale.…

Lead generation is hard. But it’s easier to do if you know what you’re looking for. More specifically, you have to understand what your ideal customer looks like, what goals you want to achieve, and what you’re going to do with leads once you get them. Similarly, hiring a company to outsource some of your…

Generating leads is crucial to your company’s success. In the past, the focus was on finding customers, usually through mass advertising and targeting demographics. Sending specific messages through a handful of channels (such as TV, radio, newspapers) was the primary means of reaching potential customers. Companies measured their success through data obtained from other third-party…

There are a ton of ways you can optimize your business to produce quality leads. Before we dive in too far, let’s cover the basics. Generally speaking, if you want leads to come in, you have to provide a service people need and want. But, it’s not just your product that is going to drive…

Demand generation means different things to different companies, but many marketers treat it as part of the awareness phase of the customer journey. This includes all of the strategies that get your product in front of customers before they become a lead. It also includes the strategies your team uses to keep leads engaged as they move…

Lead tracking is the process of documenting and categorizing prospective customers based on individual actions and sales rep touches. By documenting customer and account-related actions, you can pinpoint prospects at each stage of your funnel or sales pipeline. ALSO READ: 7 Sales Analytics Tools for Driving Revenue Growth Lead tracking provides data on individual prospects’…

Demand is like the wind. We know it exists because we see its effects, but it’s difficult to quantify. What is the nature of demand? Where does it come from? How does a brand “generate” demand and use it to drive new business. In this first installment of our new Demand Gen Corner blog series, we’ll…

If you want to succeed at lead generation, you need to grow brand awareness and build authority online. Guest blogging as part of your larger inbound strategy can boost reach in your target market and help you secure much needed backlinks to your site. Guest blogging — the practice of writing articles for publication on another…

Most marketers would agree that B2B lead generation is a nebulous thing. The practice grew out of standard B2C marketing practices, but it has grown over the past several years into a broad, competitive discipline that not only helps companies grow faster, but also self-sustain. ALSO READ: The Art of Demand Generation Meets the Science of Lead Generation Modern…