This 2020 has brought with it fortuitous situations with very felt consequences, especially at the economic and commercial level after the presence of the Coronavirus throughout the world. The good news is that despite this, there are tools and professions that through Digital Marketing help drive business, precisely one of them is that of the demand generation executive . According to the most recent statistics, this has become one of the most sought after jobs of our time. The reason? More and more companies require the virtues of these specialists to implement marketing strategies that increase the interest and visibility of their products or services, published on a website. The demand generation executive has “the power” to create in the minds of our potential customers a desire for the product or service we offer. Belize Email List Try to marry marketing programs with structured sales processes, removing any barriers that may exist between the brand and the customer from circulation. It is appropriate to mention that lead generation is often confused with demand generation, however close the relationship between the two may be, they do not mean the same thing; the first seeks to make contacts while the other seeks to make a name for himself. Earning a customer’s trust can be quite a long process. They usually acquire the products and services of those brands they know and trust, which is why companies must have a qualified marketing team that can channel this process in the best way. What should a good demand generation executive do? We can spend a whole day wondering what the average income of our ideal clients is or trying to communicate why our product or service is better than that of the competition, but this exercise will not be productive if we do not understand the clients and therefore do not know the real market.
And this is the main function of a true demand generation executive , to speak the same language as them. Not only does it make them aware that what we are offering them goes beyond simply solving a problem or need, but it also makes them see that we are interested in them wanting to learn more about what is offered, learn more about the brand, stay informed of everything that surrounds it and finally try what we offer you. To resolve the concern of how our ideal customer’s problems relate to our product or service, you must launch a campaign based on the needs of our target audience. In order to achieve this, you need to understand it comprehensively by analyzing its characteristics and structure through the following steps: Define our target audience If we want to know if the leads we generate are profitable or fit the buyer persona profile that we have defined, we must look at our current clients and from there we will find out who our target audience is. This is why the executive in question has to know who they are? and what sectors do they belong to? By studying our clients you will be able to obtain valuable information and common points such as their business objectives, their challenges and the process they go through before hiring us. Once you know all about our prospects, you can more precisely define your demand generation marketing campaign to better suit your preferences and needs. Set campaign goals While it is true that each marketing campaign seeks to meet some specific objectives, it is also true that generating as many leads as possible is an objective. So our executive must define and follow specific Key Performance Indicator (KPI) that are in tune with our buyer persona. Why? Because these data are quantifiable objectives that will help us to monitor, as well as to measure success based on logical criteria previously structured for the campaign. In other words, KPIs are the best way to define real business goals because in many cases there are companies that are not used to modern marketing and do not know how to measure the success of their actions.
That measurement is in the hands of the demand generation executive. Faced with a market as saturated as today, where a great variety of content bombards users, we must be selective and create a tailored offer so that they agree to download online, for example. For that, it is essential to know where our potential customers are in the conversion funnel , this will allow us to offer them what they really need at the right time. How can we do it? Through the manager of demand generation, who through valuable content should promote constant feedback, through content or relevant resources that require the potential lead to leave their data in a form. Based on this information, you will have the ability to define a tailored offer based on the needs of your potential customers, because you will get a very clear image of who makes up our audience. Hong Kong lead Design our thank you page We mean that the demand generation campaign appears after a visitor clicks on our call to action. Its purpose is to do more than meets the eye. It is not about the typical “thank you for downloading” coming out, but rather continuing a conversation with that new potential customer and inviting them to consume other content, visit our website or follow us on social networks. Always bet on technology Undeniably, automation increases the effectiveness of campaigns. The simple fact of opting for marketing automation will make customer conversion possible, saving our entire sales team valuable time. In addition, we will considerably increase the chances of success and our productivity through a series of mechanisms that combined will allow us to take control of all aspects of the campaign, such as converting website visitors into prospects and subsequent nurturing through the funnel. .