Automating Demand Generation

Challenge
Today’s B2B companies face serious challenges: increasingly saturated marketing channels, difficult-to-reach prospects and competition for buyers’ attention. To greatly influence sales conversions, companies need to start at the top of the sales funnel - where prospects are identified, interest is captured, demand is generated and leads are nurtured. Marketers need to be able to clearly see the opportunities and impediments in their demand generation processes, so they’re better able to break the bottlenecks, eliminate waste and strategically allocate resources to produce results. Many of today’s leading companies are implementing management techniques traditionally used in manufacturing for this demand generation process.

Solution
The customer acquisition processes - from lead development and lead scoring to interest capture and lead qualification - should work together as cohesive elements. The objective is to generate the maximum throughput (the useful end-products of the process, such as sales or appointments) with the minimum amount of raw materials and inventory (raw traffic, lists, campaigns and work-in-process).

Techniques/Implementation
In order to increase leads, appointments, sales and other desired outcomes, B2B companies must first relieve the constrained operations that can slow things down. By automating a process for reaching a targeted audience, profitability can be maximized. Secondly, a systematic reduction of waste can help allocate resources to those activities that generate the highest value. Using the right technology, a clear view can be gained of the entire customer acquisition process, which leads to better comprehension of campaign results, website hits, lead qualification and conversion rates.

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