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. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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