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Demand Generation for Lead Generation Success

Presented on January 16, 2014

Demand generation and lead generation are actually very different, yet two essential parts of a greater digital marketing whole. How can you integrate both into your marketing strategy? During this webinar, Janet Driscoll Miller will explain the major differences and key elements of both so you can structure your digital marketing strategy effectively.

Kari Rippetoe:

Hello everyone, thank you for joining us for today’s webinar, Demand Generation For Lead Generation Success. I’m Kari Rippetoe, content marketing manager here at Marketing Mojo. I’ll be serving as your moderator for today’s webinar. Before we get started, I just have a few reminders for you.

Firstly, a recording of this webinar will be made available to everyone who registered, and will be sent via email by Monday at the latest. Secondly, there will be a Q&A at the end of today’s webinar, so if you have any questions for our presenters, please feel free to enter them in the GoToWebinars questions box at the right of your screen.

Finally, we encourage you to Tweet about today’s presentation using the hash tag mojo webinar. Plus, you can also follow us on Twitter at Marketing Mojo.

So todays’ presenter is Janet Driscoll Miller, president and CEO of Marketing Mojo. Janet has nearly 20 years of marketing experience, and in addition to her work in digital marketing, Janet has a background in marketing communications. She holds a degree in public relations and communications from James Madison University, and she is a frequent speaker at marketing conferences and writers for several blogs and print publications.

Originally founded as Search Mojo in 2005, Marketing Mojo is a full service data driven digital marketing and demand generation agency helping marketers to achieve their online marketing goals through search marketing, paid media, content marketing and marketing automation. Marketing Mojo is headquarters in Charlottesville, Virginia, and we also have an office in Charleston South Carolina.

We’ve been featured in several marketing publications and blogs, and we also speak at several conferences, including SMX, Marketing Profs B to B forum, Demand Con and [Pub] Con. We work with a variety of brands in the B to B, B to C and non profit sectors, and this is just a sampling of some of our clients.

Now I’m going to turn it over to Janet.

Janet Driscoll Miller: 

Thanks, Kari. So, today’s presentation is about demand generation and lead generation, and in some cases I think the first issue I typically see when we talk about demand generation and lead generation is often times these terms are used interchangeablely, and they’re really two very different things in many cases. And so before we get started, or get too deep into how to be successful in demand versus lead generation, let’s talk about how they differ and how they work together.

So what is demand generation? Well, I like to think of it as how you build awareness and facilitate the discovery of your brand. It’s creating, essentially, demand for your product. It’s helping others understand and know what your company offers, what your brand offers, and educating them as to why you are potentially a leader in your field, versus lead generation, which is really generating conversions. In other words, in essence, demand generation helps power lead generation, and lead generation helps develop, in many cases, prospects into leads.

So when people finally come to your website and convert, it’s getting that conversion in and then actually making that lead into something more.

So how do they work together? Well, here’s how I look at it. If you take a look at the typical funnel we might see in marketing, demand, again, feeds the leads. So in other words you really won’t have too much lead generation, typically, unless you’re creating demand in some other way and educating people about your brand. Demand generation creates the awareness and some level of initial trust as well for your brand, because if someone searching for a solution, some type of product or solution,t hey have to feel comfortable with your brand.

So one of the things you want to do in the demand generation phase is help them become comfortable with that. Really educate them about why your brand is trustworthy. So in this chart I show you just a couple of ways of channels we might use, tactics like Google, Twitter, LinkedIn, Facebook. These are just a few. There are many, many others, like press releases or public relations activities. There’s many, many other things you can be doing to create demand about your company and go through the demand generation process.

Now, that demand generation process brings people to your site, brings awareness, which then eventually leads to lead generation through campaigns and nurturing and so forth in creating leads for your sales team.

So here’s another example of a funnel that you may be aware of. You may have seen it used quite a bit. Awareness and consideration, conversion, loyalty and advocacy. So this is a common funnel also used in marketing that you’ll see associated with marketing and marketing measurement, and demand generation I really see is that whole awareness phase at the top, right? And lead generation is where they’re making the consideration and they actually convert, and in some cases some people might even extend lead generation to even further down that path.

But I think when you’re generating leads and employing them actually into your system, that’s really the lead generation process.

So, now how can you then generate demand, and then ultimately leads? Now that we know they work together and demand is really feeding lead generation, in many cases, how can we get them to work together to get the best outcomes for our companies? Well, some of the tactics that you’ll see used in demand generation are often composed of potentially both inbound and outbound marketing efforts.

So some examples, again, not limited to just these. But inbound, some examples might be organic search, SEO efforts, paid search, social media, email marketing, outbound might be direct mail. There are lots of different options there. THese are just a couple of ways that people might start generating that demand, and again, these tactics are not exclusive just to demand generation by any means. They don’t just create demand, but they are influential in helping create demand for your company.

Now I’m going to hand it to Kari, because we’re going to have a quick poll. I would like to find out a little more about how you all might be using some of these tactics, if you’re using them at all, for demand generation today. So let me hand it back to Kari.


Yeah, so if you could just choose which digital demand generation tactic is currently working best for your company out of some of the ones that Janet just mentioned, then we can get a better idea of what’s working for you today. And I’ll just give you a few seconds to make your selection.

Okay. So I’m going to go ahead and close that poll out, and it looks like there is a majority for people, and a lot of you are using email marketing, in fact. That seems to be working really well as a demand generation tactic. So now I’ll turn it back over to Janet.


Thanks, Kari. So that’s really interesting to see that most people are using email, because I want to share with you some studies and some information that I’ve gathered, and some of our experiences about these different tactics for demand generation. So the first one is, this is  study that came from salesforce.com in Pardot, and you’ll notice here, the question was, “Where do you typically start your research for a future business purchase?”

This is primarily in the B to B sector. This is just one survey to demonstrate where people are going to research purchases, and you’ll notice here that almost 80 percent of this graph is dedicated to search properties, which is really important to note. We’ll talk a little bit more about search in a minute. People are going to search to find the answers that they’re looking for particular solutions.

Now, I do also want to highlight here that you’ll notice that LInkedIn is also pulled out. This is, again, B to B survey specifically, so LinkedIn makes a lot of sense here. But LinkedIn, compared to other social, is actually pretty strong. So compared to Facebook and other social networks, like Twitter and so forth, LInkedIn does very well, and that’s typically because, and we’ll talk more a little bit more about LinkedIn in a minute, that there’s a great amount of targeting you’re linked into if you’re linked in to really start that conversation initially with the right audiences right from the get go in starting that demand generation process.

So why would you want to use search, organic or paid? Well, as I mentioned on the last graphic, search accounts for nearly 80 percent of how business buyers research their products. Probably not really a shock. I’d like to think of search as deans fulfillment, so in this demand generation phase, if you’re searcher, you’re trying to fulfill a demand you have. So you’re looking for resources that can fulfill that demand, and so in a way what search allows us to do is basically associate our brand with a particular product type.

So, for instance, if someone doesn’t know your brand yet and doesn’t search for your brand, search is a great way for you to begin associating your brand with that particular type of product or service. And a searcher identifies that he or she has a need based on the search that they perform. So the more that you can understand about what the searcher is looking for, and you can optimize for certain keywords, the benefit is that you already know something about that searcher when they come to your site.

You already basically know they’re in a particular buying phase, or in a particular market for a particular product or service. So that is really helpful. It can really help co-brand a lot of what you’re doing.

I want to share with you next also a study about PLAs. Now, this is on the consumer side probably more than the business side, but this is a study that RKG put out very recently. I want to say it was last week they put a study out. And PLAs are product listing ads. These are the types of ads that are exclusive to Google that you would see in paid search on Google for Google shopping results.

So if you participate in Google shopping, you have the option of having product listing ads show for your products. Now, with that, what you’ll see here is that for the total clicks for non brand versus all the clicks they get from paid search, that you’ll see that non branded clicks on product listing ads got a lot more high percentage of searches than just all the different clicks combined.

So what that ells me is, there is a high probability that if you participate as a consumer marketer, or B to C marketer, in product listing ads, then there’s a huge potential for you to expose people to your products that you offer. They may not automatically associate your brand with that product, but product listing ads help educate them. They help create that demand.

And in addition  to that, as you could see from clicks, they’re going to generate the traffic to your site. Now, there are more studies that say it can also increase return on investment. It can also lead to more purchases, but this is really telling that says to us there are lots of options, even within search-like product listing ads, that can really generate demand and create that association between the brand and specific product offerings.

Now, I mentioned LinkedIn for B to B, and I have to tell you, I’m a huge fan of LinkedIn, especially for B to B. And Facebook has been great also for the consumer side, although I will mention that Facebook is trying to get more into the B to B market. They’re starting to roll out more targeting features that are more business related. So look for Facebook to make changes here. But right now LinkedIn is certainly a very good option for demand generation efforts, and lead generation efforts.

What it allows you to do is to specifically hone your audience to a persona group that might be most receptive to your message. So as you can see here on the right hand side, I’m showing a couple of different options for targeting, different people in LinkedIn based on a couple of different criteria. But you can get down to very nitty gritty, very niche information and targeting through LinkedIn.

Now, one of our clients. We have many clients that use LinkedIn, and we often use it in combination with lead generation efforts as well. One of our clients’ case study is featured here. One of the things that is really clear about this is that in its LinkedIn is not just perfect for demand generation and educating people about your brand and bringing them in, but also to get them to generate leads.

This is one of those tactics that works really well for both lead generation and the demand generation pause, and as you can see here in this particular scenario, this particular client, who is a B to B client of ours, almost had 1200 percent increase in their pipeline, meaning leads that were generated, through LinkedIn.

They actually were able to take that back to even actual return on investment with these business purchases, and they saw almost a 300 percent increase in revenue busing LinkedIn as one of their targeting options from both a demand generation phase and a lead generation phase.

So something I would highly encourage you to look into if you are a business selling to other businesses.

And I would be remiss to talk about demand generation and not cover content marketing. You know, content marketing has been this huge buzzword probably over the past two years or so now. We’re all talking about content marketing, but what roe was content really play in the demand generation phase?

And I really see content as the foundation of demand generation, because every outreach, regardless of what phase it’s in, really news an offer to compel a prospect to respond or take an interest in your company. So this is from that earlier study I was talking about with sales force and Pardot, and they didn’t study to find out what type of content people would want, or do they want different types of content, excuse me, with each stage in the buying cycle, and you can see here that the majority of the respondents, and this, again, was a B to B study specifically, each content, these folks were asking for different content at each stage of the process.

In other words, as someone is researching something, type of content you might use in the beginning of the demand generation phase to educate people about your company, should probably be very different than what you’re giving them in the lead germination phase.

So that leads us to the next question. What type of content works best for demand generation? Well, one of the things that I think you should keep in mind is that you may want to think about, we’re going to talk about the questions you want to ask yourself in just a minute. But from that same study, again, a B to B study, sales force and Pardot asked, “How long do you think a written piece of content should be?”

This is something I always struggle with personally. Like, do I want to write a long paper or do I want to write something short? What is going to work best? So this example is talking about white papers and case studies, etcetera, and what you’ll see here is that most people preferred, 70 percent of people preferred that the item, the written item, be under five pages.

Now that’s probably indicative of people having busy schedules. It’s a lot to digest, and especially at the initial phases where they are trying to learn about your company, it may be too much to give them something very, very long. But I would also caution you to be careful that when you see a study like this, don’t think that this applies 100 percent of the time. Don’t take this as gospel and say, “Oh my goodness, well, that means that every piece of content I ever create should be under five pages.”

That would be false. This is one study. So I want to share with you a case study that actually happened to us and to one of our clients a few years back, and show you the difference and the danger in trusting one particular type of content too much and automatically assuming it’s always going to be the one that works.

So this is a case study we did with one of our clients. This particular client had a video on their landing page, and we tested a video versus an industry wide paper. Okay. This is a B to B sale, and what you’ll see if that video conversions were much higher than white paper conversions.

Now, we ran this study primarily because we had read an article in a journal, and it had said, “White paper is hands down always the best way to convert people, always the best way to pull people in. These types of offers are going to be great for demand and lead generation,” but in reality, what we found from a lead generation perspective is that actually the video performed better than a white paper.

So in this case that statement did not hold true for this particular company. So you might think, “Okay. Well then, video is the way to go. It’s definitely the way to pull people in and to create better demand and lead generation.”

That’s not necessarily the case either, because this is our own case study at Marketing Mojo that we ran a few years ago for ourselves, and we ran a video versus a case study, and where do we see the most response, where do we see the most abandonment? And what you see here is case study worked a lot better than a video. There are a lot of reasons why one could outperform the other from a lead generation or a demand generation perspective.

For instance, a video could be long or it could be short. It could have a terrible speaker on it. Again, somebody who speaks in a very monotone voice. It could have bad lighting. There are any number of reasons why one video might outperform another. Same thing with a case study. Maybe it’s well written. Maybe it’s not. So it’s very difficult to say just by the tactic itself which one is going to work best.

So what type of content does work best? Well, here’s another study from marketing sherpa about some indicators that we can use, maybe some guidelines we can use in creating that content from a demand generation perspective. And so in this particular study marketing sherpa found that 82 percent of prospects found the industry targeted content is more valuable.

Well, that makes sense. Think about it. If you’re writing a write paper about health care to educate people about how your company is knowledgeable about healthcare and you’re an industry leader, versus, let’s say, automotive. They’re very different industries. Maybe it’s very helpful and attract [audio cuts off 18:18] people into that particular content, and to your company.

67 percent found that content targeted towards their job function. Well, this is where LinkedIn comes in. If you can use LinkedIn to create that demand with content that’s targeted towards a job function you can target those people much, much closer to the specific job function, the message, and [what] the information is about.

49 percent found content targeted to the company’s size was most valuable, so that’s really true probably with small companies versus large companies, enterprise, right? Because a lot of times things that apply to small business don’t apply town enterprise level company, and finally, geographically targeted content is preferred. That was last, and I could see where that might be appropriate too depending on the type of products you’re selling.

So think about those things as you’re thinking about what type of content you’re going to offer and demand generation, and how you get the interest generated there.

So when I talk about type of content, too, I’m talking about the format of the content typically, as you saw with my earlier slides. Like, video versus a white paper. I’m talking about the types from a format perspective, and there are four questions that I like to think about when I’m thinking about creating content, and how it can best be used from a demand generation perspective.

The first one is, what format fits the information best? Is the information best visually displayed, or is it best written work? And really, you need to think about how are you going to convert he message most appropriately?

And then what format fits the channel best? In other words, if I’m advertising something or I’m sharing this on Facebook versus if I’m trying to optimize it for organic search, the format matters. An info graphic could technically be optimized for organic search, but it’s going to probably be much more effective to share that on something like Facebook, which is also a very visual platform. Some pole use Pinterest as an example. Infographics often get shared there.

But from the organic search perspective, what would be the easiest to optimize? Probably a white paper or a case study, or some type of written content. Maybe even a video. So it’s important to think about the channel where you plan to share this information and this content.

Next is what format best conveys your thought leadership. That’s what demand germination is all about. Are you a thought leader? what’s conveying that thought leadership? And in some cases, depending on the type of content you might create, if you think you’re going to create a funny video, is that really generating the demand that you want, and is that conveying your thought leadership very well? Or does it make you look silly?

So you want to think about what is also going to convey that thought leadership over time as well. And finally, what format best fits your target audience? So we just looked at the slide about marketing sherpa and what people are looking for in certain situations to be educated about brands and content and products, and what type of content targeting you want.

So think about what fits your target audience, and again, that could be different for you than even the studies we’ve shown today. So don’t feel like you can only use the information that you see in this webinar today. You should go out and test it yourself, and see what seems to resonate best.

So how do the tactics really differ? I mentioned earlier that a lot of the tactics used in demand generation are also used in lead generation. These are some samples here. This is not exclusive to all of the different opportunities available at demand and lead generation for these tactics, but just some examples here.

So, Facebook and LinkedIn ads, I combined them because I just looked at them as demographically targeted social. And, for instance, on the demand generation phase, I might use Facebook and LinkedIn ads to target education pieces, brand awareness, that sort of thing, whereas in lead generation, for those types of ads, I might target specific offers, promoted posts in Facebook and now also in LinkedIn to fans with specific offers.

So if you have people following your brand, you want to give them specific offers to actually take action, and that’s really where lead generation comes in. On the organic search side, keywords and demand generation are often a bit broader in nature. You want to educate people that your company is associated with this particular type of product or category of products, and you might optimize through thought leadership content.

So that is, again, where maybe white papers and things like that come into play, whereas on the lead generation side, when we’re looking to make a sale, many times what we want to do and actually get leads as well, what we’re looking to do is have more specific long tail terms many times.

In the B to C world, as an example, I probably wouldn’t advertise from lead generation perspective on the word running shoes. But I probably would advertise on very specific types of running shoes. It’s like, A-6 women’s running shoes, or A-6 gel 20-10 running shoes, because I know those people are ready to buy. And this is really true on the B to B world as well. People who are more educated further down the pipe in their research process are going to probably search for more specific terms, and so that’s probably going to fall under lead generation.

And then optimize purchase decision content. For instance, a buyer’s guide, or a checklist to compare different – how do you compare different products and services. On the paid search side, non branded ads often focus on offering thought leadership content. So, you know, educating people about your brand again and retargeting. I mention re-targeting here both in demand generation and lead generation because I think it’s one of the . . . Sorry about that, y’all.

I think it’s one of the most popular, wonderful things you can do from a marketing perspective online right now. And that’s essentially recycling those people. So in demand generation you’re going to use re-targeting, and I would even use it with all of the practices here, all of the pieces here, so that you can actually make use of people who come to your site, but maybe don’t convert immediately.

You’re starting to create that demand but you haven’t generated the lead yet, and you can continue toe ducat them over time. So people who come to the Marketing Mojo site who don’t necessarily sign up for this webinar might be interested in a bother webinar. So that might get retargeted for the next webinar.

So eventually we can generate a lead out of it, and generally with a lead generation side paid searches are often a mix of ads focused on buyer messages, things that buyers need to know, and also, again, some level of retargeting.

And this is just, again, a sampling of what you could do.

So how does the content differ? Well, as I mentioned, content marketing is  huge part of both demand generation and lead generation. But the types of content may differ more somewhat in these different pauses. So in demand generation you might offer educational pieces and best practices, industry specific solutions with thought leadership, and company specific information to educate people about your company.

On the lead generation side you might offer industry specific buyers guide so they can use comparisons, checklists, things like that. Solution specific pieces, and again, also some company specific information so they can continue to learn about that company and fuel that trust that is building.

So how can demand generation be measured? You know, we don’t do anything here at Marketing Mojo that we don’t measure. Measurement is such a key part of anything you’re doing in marketing to really understand if what you’re doing is successful. And really, measurement and demand generation depends not he tactics that you’re using in some in some cases, and the goals of the campaign.

So in this example, if my campaign goal is for brand awareness, that’s really what I’m trying to do for my demand generation efforts in this campaign,then the tactic I might use might be Facebook. My measurement might be likes on my Facebook page. Because now those people have identified with my brand, and in some way they can communicated and engaged with my brand, but they’re not a lead yet. They’re still just somebody who is out there following my brand. So that may be one way that I can do that measurement.

On the flip side, another example is, what if I wanted more traffic to my website, which Facebook might not bring because it might just be a likes campaign, right? Trying to get more likes.

But if I want to bring people to my website and I want to get more site traffic, then perhaps I use Google for that, because Google is going to be a great way, or search engine optimization in general, paid search also, to get people into my site to drive that traffic in to learn more about our company and our offerings. And one measurement you could use there is unique visitors.

Not necessarily conversions, but if my goal is site traffic, how many people came to the site? So it really does depend. You can’t say there’s one way to measure success and demand generation per se. It’s really depending on your goals and the tactics that you’re using, and what you can measure from those.

Another thing I want to talk to you on is attribution. Attribution allows you to see which tactics contributed to conversions over time. So that really helps you from a demand generation perspective and a lead generation perspective as those two are combined, and one thing that’s fantastic in Google analytics is that they now have attribution modeling, and on the right hand side you see some of the options you have for attribution modeling. You can also create a costume attribution model as well.

So we have last interaction, meaning the last thing someone touched is how you’re attributing that lead to come in, or that conversion to happen. So from a lead generation perspective you would be attributing all your lead attribution to that one tactic that happened last.

First interaction is attributing everything to the first thing that you ever did on your site. Linear shows multiple things. It attributes some of the value to many things, which might be more accurate, in some cases, as you’re trying to measure demand generation because you want to know all the interactions they’ve had and understand how you’ve created that demand. You both come to the site and interacted before they actually became a lead.

Position based says the first and the last things are the most important, but everything in between has some level of importance, and time decay says the last thing is still the most important, but give a little bit of credit along the way and grow that importance over time [for things] that happen even way back in the beginning.

So a couple of these different models, I would say time decay and even position based and linear are probably your best bets for looking at demand generation. But also, first interaction will tell you, what is the first thing they ever did with me? What initiated that demand?

So those are all ways that you can take a look at how your demand generation is feeding your lead generation. You can do that through Google Analytics. Here’s an example of what that looks like in Google Analytics with some of these different attribution models compared, and you can see here it will show you, in this particular case, organic search is very high on that attribution list regardless of the type of attribution we’re looking at here.

But you can see how you can compare these different options and see which one is giving you what you feel is the truest picture of what’s going on with folks visiting your website, and where they came from.

I also want to talk a bit about incorporating marketing automation. If you’re not doing this right now, if you don’t have marketing automation, you don’t have a tool, I highly recommend you go out and get one, because I think the information you’ll get for it will be so, so helpful for you in you marketing planning from both a demand and lead generation perspective, and then where that lead goes down the line.

Marketing automation allows you to track the life cycle of the leads. So you can see, very similar to the attribution that we were looking at there, you can see what this person did for long periods of time before they even became an actual lead. It tracks people, identifies them uniquely on the site based on what they’re doing, that is all tracked, and when why eventually become an actual lead, then you have an idea of what they did before they became a lead. You have an idea of what demand generation activities helped make them come to your site to begin with.

Then they eventually became a lead, and you can figure out what made them become a lead. It also gives great insight into what demand generation tactics have worked best, just as I was saying. You could take a look at what they have done for their whole life cycle. It enhances lead generation and success throughout the entire funnel, because you have other capabilities inside of marketing automation like nurturing and scoring for leads.

That will help get your lead down the pipe to the sales team faster, and really understanding which of these leads is most valuable. So if you have not taken advantage of marketing automation yet, I highly, highly recommend it.

I will you tell you just even personally we use it here at Marketing Mojo for ourselves, and I can tell you that it has dramatically changed our sales process for the better, and I’m behind it 100 percent and encourage everyone to use it.

Finally let’s put it all together. So basically, we looked at that funnel before. Lead gen tactics, lead nurturing . . . Whoops, I have lead hurting in there twice. That should say lead nurturing and lead scoring. I have a typo.

But lead nurturing and lead scoring, sales qualified leads to opportunity to sales. But on top of all that, really, is this layer for demand generation tactics. They really fill that funnel, that lead generation that you need to keep your lead funnel going, to help keep more people coming in, and to centrally create that awareness about your company and your products and your offerings.

So with that I’m going to hand it back to Kari now, who is going to, I think, wrap us up,and then I think we’ll have some time for Q&A.


Yes, absolutely. And if you do have any questions, now is the time. Go ahead and put those questions into the go to webinar questions box at the right of your screen and we will get to those in just a moment. But if you are looking for some additional help with any of the things that Janet talked about today with your demand generation and lead generation tactic, give us a call. Talk to Sean [McKessy] today. There’s his contact information there so you can reach out to him.

And if you would like to reach out to today’s presenter, Janet Driscoll Miller, then there is her information, as well as information for connecting with Marketing Mojo through social media, through Twitter, Facebook and Google Plus.

And we do have a couple of questions. First of all, Janet, what tools can be used to measure the performance of demand gen content?


So as I mentioned earlier, I think a couple of really great tools, again, marketing automation is one tool you can use. One of the other aspects of marketing automation is you can actually put your content into your marketing automation tools and see the downloads that occur, and so forth, right through that tool.

Then you can do some really fancy things about categorizing content and really creating point structures and so forth for your content. So you can get a great idea just from marketing automation tool alone.

Also, as I mentioned, Google Analytics is really helpful. You can create your own channel. So I showed you back there. I’m going to go back real quick so you can see that again. I showed you here as an example. See, as an organic search, direct, referral, social network. Those are default, but you can create any types of groupings, these channel groupings, that you want.

So if you want to say, “All of my demand generation content is here, and it’s this type of content,” you could create a grouping around that even, and understand better how this particular type of content is performing for you. So there are a lot of different ways, I think, to do it, and again, it does really matter what your goals are. So you have to think about that as you think about which tool you want to use.

But I’m a huge fan of Google Analytics, and it’s free. That’s obviously always attractive, but the fact is that it has some great reporting tools. You can do some dash boarding with it. You just have to move through tag things and [inaudible 34:19] really the way you want to tag them so they come into Google analytics in a way that is helpful for you to be able to dissect the information.


And speaking of tools, you did talk about one of the tools that you can use to measure demand gen content would be marketing automation tools. So we’re big proponents of marketing automation here. Are there any specific MA tools that you would recommend?


We’re market users, and I highly recommend Marketo. I like the tool a lot. We have different clients who have used different tools. Some of the other ones out there are, Eloqua is another one, [that's] probably about the same caliber as Marketo from an enterprise standpoint. Marketo and Eloqua is nice because they can really work from anywhere from a very small company to a very large enterprise.

They’re really great tools to use, but also, if you’re a small business and you’re looking for an automation tool, something like a hub spot would be great for you, or there’s a tool called Infusion Soft. They may be a good option for you. So depending on what kind of features you need, if you have salesforce.com installed, or what type of CRM system you may have installed in the backend, that’s a huge consideration as you think about which tools you want to use.

But not to sound like a plug from Marketo too much, but because we use that ourselves, and I would say the majority of our clients, honestly, probably use Marketo. We have a few that use Eloqua, and many, many, many use Marketo. I’ve just been really pleased with the tool, and I think it’s very useable. So if you’re looking for one I highly recommend you take a look at them.

But again, if the pricing is an issue from a cost perspective there are other options that may still fulfill the needs you have, and I think they do a very good job also.


Okay. So we have a question here from someone who, I believe, is with a company that’s just getting started. So if you’re just starting out, or if you’re actually just starting out with trying to generate demand, what tactics would you say would be the most important, the most virtual to getting demand in lead generation started? What kind of content should they have, maybe before they start implementing the execution of a campaign?


So I think the very first step you have to think about, if you have not done so already, is plan out your personas. Figure out who your audience is. That’s really, really key, because as we saw earlier in that marketing Sherpa slide, different people prefer different types of content, and definitely at different stages of the buying cycle. So if you’re in the demand generation phase you need to understand what type of content is this person who I’m trying to target going to want?

What are the topics? How should I focus the content? Should it be industry based? Should it be job based? What’s the message I’m going for there?

Once you figure that out, too, I think my next step would be probably to work with a social network. I find these to be very helpful in targeting specifically who I want to talk to over time, and many of those leads, at least from a B to B perspective, and purely anecdotal about Marketing Mojo, even, I find those leads to be very helpful to me. And they tend to be high quality leads.

You can tell I come from SEO. “High quality links.”

High quality ‘leads’ in my database. So the great part about that is , I’m not just spreading a wide net. With using something like a LInkedIn or a Facebook, [that] allows me to really very specifically target who that person is, what their title is and where they live and so forth, to get to the right people with that content I am going to create.

I like organic search. As I said, I don’t want to put organic search out there and forget about it, because, as you saw earlier, organic search is a major way that people find you. So optimize [inaudible 38:26] content when you create it so that it can be found when people are doing those searches organically. And then also, once you’ve gotten these people in from LinkedIn, Facebook, other social networks, what I would do is I would be putting them in a retargeting campaign and paid search as well. I would start hitting them with re-targeting code, because even if this particular piece of content doesn’t completely resonate with them, if they click through and they don’t convert, become a lead immediately, the benefit is you now know something about that person.

You now know what interests them, and you can begin to target over pieces of content to them over time that might hit that button, that desire in them to go ahead and become a lead. It might do a better job of targeting that. Even if you don’t run re-targeting ads immediately, star putting that code so you have those people in your buckets ready to go whenever you want to advertise to them.

So that’s probably how I would recommend getting started with demand generation, and really, most important of all, is understanding that potential customer more than anything.


Yes, and in terms of content, if I could add, and I think this person is also asking about what kinds of content they needed to have on their website, that’s going to fuel your demand generation. Janet, I know you talked about that during the webinar. You have to have the content in order to fuel the demand, so yes, I think it’s definitely important that you do have, if you’re just getting started, that you have that content on your website and it’s not just for a particular campaign. But, as Janet mentioned, it’s for getting retargeting started, because then you have all that content on your site when people go and they see and they visit that content.

You can start to build those retargeting lists and go back to them with further content pieces as well. So that’s definitely an important factor. Janet, do you have something to add onto that?


Yeah. The benefit of that also [is], you can even just start with the blog, right? You can say, “if I blog well and I blog efficiently and do a good job at it and optimize it well for SEO,” people are going to find you that way as well. And it’s a great opportunity when they’re looking for something to have a blog post, even. That’s very simple to do. Get a WordPress blog, and bam, you’re ready to go.

Start blogging, because people will come to your site, read your content, and then guess what? It’s helping you look like a subject matter expert. It’s helping solidify your brand in their mind, and as Kari was mentioning, the breadth of content on your website really can go a long way at helping people feel confident with your brand so that when they are ready to become a lead they can turn to you.

I’ll just share a quick story. When I had my first business and I was a consultant, I remember I always wanted to have a really professional website with good content on it because I wanted to look bigger than I was, and I didn’t want people not to trust me. I was just one consultant at the time. And it was interesting to have people come back to me as I would meet clients and prospects. They would say, “Wow, you’re just a one person shop. You look bigger than you are,” and especially if you’re small, that’s really key, trying to get that brand out there. You want people to feel confident in your brand, and a website and good content can really help communicate that.


Great, thanks. And our last question – this is actually a really good point to make. “How do you distinguish between demand and leads?”

So in other words, you might hear a lot about marketing qualified leads versus sales qualified leads, but how do you distinguish, or how do you know that a lead is a lead, basically? And how do you distinguish between the two levels?


Again, that’s probably something that you’re going to have to think about for your organization. Now, I’ll tell you at Marketing Mojo, trying to distinguish between a marketing qualified lead and a sales qualified lead are really two different things entirely. This is helpful when you have marketing automation in place so you can really segment those leads appropriately in that way.

So there are a number of different ways you can determine what is a marketing qualified lead versus a sales qualified lead. To me marketing leads are anybody who comes into our website. They can get information. We’re going to always send them some data unless they opt out. If they opt out and unsubscribe and we can’t necessarily contact them, then we can’t continue to nurture them, right?

But on the sales side, to pass somebody over to become a sales qualified lead, I often tell people that sales qualified leads are, to me, opportunities, or they should become opportunities. Because they are qualified by sales. They have met sales criteria. In our case, for instance, I usually say the rule of three. You must have a need, you must have a timeline and you must have budget.

Those are three, really basic qualification questions, and sometimes you’re not going to find that out through the marketing pause. You’re not really going to technically find that out until sales picks up the phone sometimes and qualifies that person.

From a marketing perspective, though, to pass them over the fence to sales, for marketing to say, “We believe this lead is qualified,” those rules may change, right? It depends on what the marketing and sales relationship and the handshake is that says, “We agree as a marketing and sales, as two departments working together, what we agree [that] lead sales can use.”

For instance, in our case it could be demographic based. Does this person work for a company that’s large enough the thou believe would have enough budget? Let’s say, for instance, we don’t work with companies in China. If this lead is coming from China, then it can’t become a marketing qualified lead and passed over the fence to sales.

So there’s really different tiers. You have to think about in your own organization especially what your sales team is looking for, and really working with them. Sometimes that’s not easy in all organizations. Sometimes marketing and sales don’t get along.

We are all in it together, and we have to work together. As a marketing team, our job is really to do the best job we can at not just creating demand, but also trying to bring in the right leads that close and become sales. And so helping our sales team out and helping get them the types of information and people into the pipe that they need.

So it’s hard to say generically this is what you should do, but the first step, I think, is really talking to your sales team and then deciding what is appropriate for them to have as a lead versus not. That’s really key.


Yes, and lead scoring really comes into play here, and that’s something that, again, we’re going to really cheer on marketing automation. Because marketing automation tools can help you with lead scoring so that you can figure out what’s going to pass on over to sales, that will help you to qualify those leads. So if someone is coming to your site, filling out a form and downloading a piece of content, then they may not be a lead, necessarily, but then you can further qualify them using some scoring rules. Then that can help to pass them over to sales and determine the quality of those leads.

So I would like to thank our presenter today, Janet Driscoll Miller, and I would like to thank you for attending today’s webinar. We hope to see you again soon.