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Demand Generation

What It Is

One of the keys to a successful B2B Lead Generation Program is having an effective Demand Generation Program to support phone-prospecting activities.

Business Development Reps (BDRs) typically work in Funnel 3, calling and qualifying prospects and converting those into Sales Qualified Leads (SQLs).

The goal of Demand Generation is to feed this Funnel 3 with sufficient number of Marketing Qualified Leads (MQLs) so that BDRs don’t have to make cold calls, where connect rates are even worse than would be otherwise.

Demand Generation refers to the management of Funnels 1 and 2, which are primarily marketing activities, including:
  • Researching to uncover the compelling need that prospects have
  • Developing compelling content that is highly search-engine-optimized to draw prospects to your online properties (websites and social media sites), thereby increasing the inbound Marketing Qualified Leads (MQLs)
  • Adding to the inbound MQLs through outbound email and social media campaigns
  • Automating the campaigns so they nurture prospects based on activity based rules and lead scoring
  • Tracking, measuring, and optimizing Demand Generation to continually improve on the quality and quantity of lead generation results

SOMAmetrics has developed a core team of content and creative media developers and market data analysts who know how to build powerful High Quality Lead Generation Programs for our clients.

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How It Works

The SOMAmetrics Marketing Operations Team works with clients to understand the key issues and develop these into a compelling story that will unfold in a series of email and social media campaigns.

Although Business Development Reps will sometimes need to cold-call and generate their own qualified leads, the optimal ratio is for them to receive at least half of their call list from Demand Generation programs. Inbound leads from Demand Generation programs close faster and at a higher rate than those generated from just prospecting calls alone.

The chart below shows how SOMAmetrics develops content and campaigns to produce the desired number and qualify of Marketing Qualified Leads.