At it’s core, Demand Finder is a philanthropic organisation, meaning where possible we deliver programs of work that benefit society while also serving our business interests. We improve company profits through targeted giving that corresponds to company interests.
We target all main stream industries and markets, so the majority of our work isn’t directly socially beneficial, however, we have a strong social compass to guide the work we take on. We are in the process of adopting a social contract and see our role in complying with it as an integral part of our business, and as an opportunity rather than an obligation.
If you would like to know more please contact us. Equally, if you have advice or experience which you feel will help us in this area we would welcome your input.
We believe great things can be done.
Is it possible to generate demand for your product/service? In short, if you are selling to businesses or to consumers over long buying cycles, then the answer is yes.
First, a bit of background. Demand Generation is used to help prospects who already know they want their problem solved. It isn’t lead generation albeit many get confused. Demand Generation is the structured process of ensuring that the target market solve their problem with your products/services. Breaking this down, it is the process of building awareness, being discovered by a prospect, helping them validate your product/service and assisting them to a closed deal through structured selling.
So, somewhere out there is a relevant prospect wanting to solve a problem that your product/service could address. What should you do to make sure they choose you? Let’s separate the challenge into 4 distinct phases:
Phase 1; Build awareness so you are front of mind with the prospect. That way you have more chance of being consulted. At a high level this breaks down into brand awareness through both inbound and outbound marketing. For inbound consider using search engine optimization, viral marketing, social media and email campaigns. For outbound consider using pay per click marketing, inside sales, lead generation and appointment setting. These are just simple examples to demonstrate the category of activities to drive awareness.
At some point the prospect will start to research solutions to their problems; namely Phase 2, Discovery. We’re already front of mind due to our awareness activities, but they need to find us at the moment. Focus should be given to search engine advertising, search engine optimisation and webinars and on-line demonstrations. They can all form a part to play when attempting to be found by a prospects searching activities. Again, these are just simple examples, and the right mix will vary.
Once the prospect has found you, we start to focus on Phase 3, Validation. Here you will need to help the prospect validate that your solution meets their needs. Typical examples include:
- Detailed evaluation driven by trials, demonstrations, whitepapers, and seminars
- Cultivation, management, and selection of client references willing to provide a prospect with the perspective of a current or past client
Once the prospect is validating your solution you initiate Phase 4, Structured Sales. This is the coordination of the right sales resource to interact with the prospect to navigate the final stages of the buying process. Lead Scoring, Lead Ranking and Lead Routing are the main drivers to ensuring the prospect is appropriately guided through to a closed deal, with emphasis given to the appropriate sales process for the target market and product family.
Tools such as Salesforce are critical to ensuring structured selling processes are accountable, visible and scalable. You can start small with Salesforce, be that a product line, campaign or even if you’re a start up organisation.
If you are looking for assistance with Demand Generation, or you simply want to talk through your sales pipeline challenges, contact us.
So, you decide you want to hit market 'X'. Sounds reasonable, although how do you know when you meet someone in the target market 'X'? It's not enough to say 'we're going to sell to hotels', for example. Are hotels around the corner less attractive to ones 3,000 miles away? What about hotels that are part of a bigger hotel chain? What about those with a poor credit score? The reality is there are many factors which help decide the target market and ideal customer profile (if you need help on defining your market, let us know).
Once you've got a clear picture of your target market, the only way to understand if prospects are ideal is to measure certain attributes about them. Known as Lead Scoring, it is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. It is used to accept business, or more to the point it helps companies confidently turn business away that would otherwise distract them from their strategy of hitting a target market.
Why do it?
- It's essential to strengthening your revenue cycle
- It effectively drives return on investment by keeping you on track
- It aligns Sales and Marketing teams
When you consider lead scoring keep in mind the implicit and explicit types, such as online body language and distance from office, respectively. Getting the right balance of what to measure and making sure that the data you need is gathered automatically is essential to creating a company that remains focused as a default.
If your organisation doesn't lead score, feel free to get in touch - we'd be happy to share our expertise and experience with you.
Contact us now to start talking.
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