B2B Demand Generation is Hard Work.

Abbreviated Steps:

1. Analyze and synthesize critical information with regard to current marketing efforts, goals, targets by level, industry, key markets, objectives, competition strengths, weaknesses, and positioning, etc. 

2. Develop key marketing strategies. Develop direct marketing and trade advertising programs with benchmarks and metrics for critical industries, by continent, by target (including customer or prospect), by country, etc. Analyze results, based on access to lead management and capture data. Work in tandem with media buying firms. 

3. Prepare messaging platforms developed for key verticals, by level, continent, by target (versioned customer or prospect), by country, etc. – In depth messaging matrixes and marketing content for primary and secondary target audiences, with key benefits and proof points for key benefits, key differentiators, pain points, company overview, value propositions, etc. 

4. Develop tactical media, direct marketing and advertising plan for key verticals, by continent, by target (versioned customer or prospect), by country, etc. Create milestone schedule, detail schedule, and budget. 

5. Search for, build relationships and collaborate with top list buyers, data base services, and media buyers in the U.S. and worldwide. 

6. Produce marketing and creative briefs with content/copy boilerplates for three industries, by continent, by target (versioned customer or prospect), by country, etc. 

7. Develop offer strategies and creative. 

8. Etc! Barely scratching the surface. 

Landing the big dogs takes time, timing, effort, creativity, smarts, experience, money, patience, collaboration, and a viable product or service.

Comments

[Christopher Doran]

I enjoyed your post. I think people fail to realize the tremendous amount of work that goes into truly effective marketing. The amazing thing is for each step you enumerated above, there is an entire strategy plan that needs to go into that. One area I thik is an emerging area of interest to marketers is around the processes for managing the data for all these demand generation efforts effectively. Have you seen this in your practice?