@LyndonWong

Demand Generation Essentials On One Slide

@lyndonwong

@LyndonWongDemand Gen EssentialsCustomer Stage

Awareness >> Interest >> Consideration >> Intent >> Evaluation

CustomerGoal

Learn problem domain >> Identify solutions >> Pick vendor & buy

BusinessGoal

Website Visit Lead Acquisition[Form fill]

Lead Nurture[View content, take next step]

Trial Onboarding[User engagement, success]

Sales Enablement[Purchase]

Tactics [Media coverage][social media][ads]

[Events][Conferences]

[Exchange knowledge for lead contact info]

[ebooks][webinars]

[Share customer stories, use-cases]

[Highlight product capabilities]

[Promote use of key features] [sales deck][demo script][product collateral][roadmap][reference customers lists]

KPIs - unique visitors- page views- cost per visit

- form fills- cost per form fill

- email opens- email CTA clicks- CTA landing page visits, form fills- Trial signups- Demo requests

- Feature usage over time- Contact Sales requests

- Leads contacted- Leads qualified for opportunity- Leads closed/won- Leads closed/lost

- cost per lead contacted- cost per lead qualified for opportunity- cost per lead closed/won