There is no one-size-fits-all in marketing. You need to look at what makes your audience and your business unique to develop a demand generation campaign that makes sense for your sales process.
Get to Know Your Audience
Like any data-driven marketing program, a demand generation funnel requires a solid foundation with quality data.
Market research is a great place to get started. Skipping this step can result in your marketing or sales team operating on assumptions that turn out to be incorrect or biased.
Conducting market research through surveys, interviews, and analytics will help you get to know your audience better. Your sales and customer service representatives should also have some useful insights to share about Finance Directors Email Lists who your typical customer is. You can also use this information to improve your description of a qualified lead and focus on high-quality leads.
Here are some questions to focus on during the market research stage.
- What are the demographics of the typical customer? Can you identify two or more demographic profiles?
- What are the main pain points they are experiencing? What are their goals for the purchase?
- Is the buyer making decisions by themselves? It’s important to consider the other people involved in the purchase decision, especially if you’re offering B2B products or services.
- How much research goes into a typical purchase? What level of confidence do prospects need to reach before they feel comfortable with making a purchase decision?
- Do prospects have a preferred channel for consuming content? Would they rather read an article or watch a video? Are they researching products on desktop or mobile?
- Who do your prospects trust? Are they likely to listen to a brand, or do they want recommendations from industry experts? What is the typical profile of the influencers they trust?