Demand Generation Activities Help Your Business Acquire/Convert More Leads

Last week Fire Enterprises (FEI) Sales Tribe Leader Zoot gave apprentice salesperson Ganymede some tips on how to differentiate FEI by positioning the company as a secondary provider. This week, FEI Marketing Tribe Leader Marka introduces the concept of demand generation to the tribe and explains how these activities can help FEI capture, qualify, and convert new leads. Remember, fire = print.

As FEI’s morning marketing meeting began. Zoot stood up and turned his grog mug upside down to show it was empty.

“What does this remind you of?” Zoot asked.

“It’s completely empty,” Marka said.

“Correct,” Zoot said. “Just like our lead pipeline. We need more leads from our marketing activities! And we need a way to turn these leads into new customers.”

“I hear you, Zoot,” Marka said. “A demand generation program can help solve our lead-gen challenges.”

“Tell me more,” Zoot said.

“Demand generation is a marketing system that involves optimizing our O-site and social media properties in order to acquire new leads, then converting these leads into qualified leads or customers using highly-targeted, automated streams of nurturing communications,” Marka said.

“I see,” Zoot said, a little uncertainly.

“Today many of our prospects use search engines like Oogle to research fire-buying decisions,” Marka said. “And many use social media channels like O-Facebook to get recommendations from peers. We want to get FEI on these prospects’ radar screens and guide them toward making purchases.”

“Optimizing our O-site and social media profiles to attract interested prospects is the first step of demand generation,” Marka continued. “Engaging in ongoing SEO (search-engine optimization) activities and PPC (pay-per-click) campaigns will help ensure our O-site shows up prominently in the right searches. Posting useful, engaging content and driving traffic to our O-site will help us turn social media followers into new leads.”

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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