Find, Attract, Educate & Convert Prospects to Sales
Demand Generation comes down to researching and understanding your customer, connecting with them where they like to engage, convincing them to move into your pipeline, and efficiently shepherding them to deal closing. Everything we do is built around executing on one of these components and then scaling for growth.
Learn your customers and their contexts. What they want. How they learn. How they communicate. How they buy.
Find and use the right combination of messages and channels to get leads, meetings, opportunities & closed deals.
Optimize & Scale
Test to improve & cut waste. Prioritize. Invest more in what works. Replicate or reuse wherever you can.
The ideal mix of marketing channels is whatever gets you your ideal customers. A lot of the work we’ll do is about figuring this out. But its safe to say most or all of these channels will be involved.
Works for targeted outreach, content sharing, automation and closing. Your Email content should be about them not you. Always segment and subtract before you send.
Whether organic or paid, Search can work across the customer journey and add value to other channels too. Revenue, not rankings are what we focus on.
Producing and distributing the right materials for the right person at the right stage. Production without good distribution (and measurement) is an art project, not a marketing campaign.
Its not for everything and you shouldn’t try to be everywhere. But Social lets you reach prospects early and keep talking to them until they are ready to convert.
Online or offline can accelerate business development and reduce time-to-close. Create (or attend) the right ones and equip yourself to make the most of them.
The Tech Stack
There are some key capabilities we’ll need to do the work, but your exact stack can be whatever you prefer. I consider myself “tech agnostic”, meaning I’ll use whatever I can get my hands on to get the job done. Here are the essential tools from my perspective.
You need a system to collect, manage, and analyze your pipeline. This is going to be the source of truth for most companies (besides a P&L), so its important that its clean, organized, and deeply adopted. I’m experienced with HubSpot, Zoho, SalesForce & Marketo; and have touched half a dozen others. I can help you with setup, cleanup, integrations, training, and using it to grow your business.
You want software designed to analyze clickstream data, visitor behavior, and site performance. This is critical to optimizing what people do when we get them to your site. I use Google Analytics a lot, but can also work with Adobe Analytics, and more specialized tools like CrazyEgg, HotJar, Moz and Unbounce to name a few. I can provide recommendations and help with setting up whatever you have or want to acquire.
A (Good) Website
Good doesn’t mean pretty or cool. Good means it 1) reflects your business, 2) serves your visitors, 3) can be used for marketing & 4) makes converting as easy as possible. If any of these four aren’t covered, then there is work to be done. A good website means you get a better return from every marketing dollar spent. We’ll talk about how you use your site and how we might improve in these areas if we work together.
What will you do for my company?
A: The exact scope of work varies a lot. I’m an all-in-one marketing agency for some, strictly a consultant for others, and a project manager whenever things need to get done. Tell me what you’re trying to accomplish and we’ll shape an engagement to make it happen.
How much do you charge?
A: Minimum $1200/month retainer. That scales up based on number of channels and how much work I am handling. Depending on the scope, I might suggest others take on parts to increase efficiency or reduce costs. In these cases, I’ll connect you with them directly or do a straight pass-through with no markup.
How fast will I see results?
A: A lot depends on what you’ve got in place and what your priorities are. If you need more business RIGHT NOW, then we’ll prioritize spinning up paid media and email campaigns that can be in-market within a couple of weeks (or even days) of signing. But a well-built multi-channel program takes time to get going, so plan on 3-5 months to really start seeing results