Marketing Automation as a Competitive Advantage
According to Sirius Decision, Inc. “…70% of the buying process is now complete by the time a prospect is ready for sale.” That’s right! Most of your customers are going online to conduct research long before they speak to someone within your business. In addition “79% of all business research begins with a search engine.” Google, Yahoo, Bing and other search platforms are often the first tool users leverage to begin their researching process. Marketing is changing, and the way we engage with these new users must be more strategic than ever.
Having a strong digital strategy is key to the success of any business. Unfortunately most organizations don’t truly understand what it takes to move a customer from the research and inquiry stage of the process, through to a sale. Having the right information, at the right time, in the right place is critical, but you must have the right tools to be successful. The best way to navigate this changing landscape is to leverage demand generation. Demand generation will help automate the lead generation process and facilitate the users journey through the sales funnel converting them to a sale.
A great way to facilitate the demand generation process is to map out each stage of the funnel. Next, align the key messages, offers, and value propositions associated with the product to each stage. What type of questions do your customers ask throughout the process? What kind of materials do you have to help answer those questions? Are there gaps in the information the user needs to have? Where do the leads seem to get stuck in the funnel? These are all questions that need to be evaluated and answered before a demand generation campaign is created.
In short, demand generation is the new standard for digital engagement. With more and more users leveraging the web, having a strong demand generation strategy is more important than ever.