Demand Generation Marketing
Building Awareness
Tell the world about your product and what it has to offer
Branding
Inbound Marketing
SEO
Viral Marketing
Social Media Marketing
Email Marketing
Pay Per Click Marketing
Outbound Marketing
Inside Sales
Telemarketing
Outsourced Lead Generation
Outsourced Appointment Setting
Facilitating Discovery
Ensuring that when a prospect goes looking for a solution, they find yours first
SEM
Keyword ad purchases that match prospect's pain
SEO
Similar to SEM, but residing on the product's site, and jockeying for best position in SERPs
Webinars
Prospects gain understanding of vendor's product, including who else is using the proposed solution. (Think Use Case and Testimonial).
Demo and/or Free Trial
Offer a limited time, or limited features version of the solution. The goal is to convert this trial to a sale.
Guiding Solution Validation
Marketing
The combination of the Marketing activities mentioned in phase 2, plus...
Trials
Demonstrations/Webinars
White Papers
Reference Management
Use Case
Testimonial/Quotes
Openness from customer to provide/act as a reference point for future sales
Sales Involvement
Sales agents negotiate buying process, contract negotiation, Legal Terms and Conditions, Signoff
Sales Involvement
Lead Scoring
Are they qualified to by a buyer?, Title, Industry, Revenue, Purchasing Power
Are they interested as a buyer?, Online Activity, Marketing Response
Lead Ranking
Explicit, 1, 2, 3
Implicit, A, B, C
Follow Up Process, 1A, Contact within 24 Hours, 1B, Contact within 72 Hours, 1C, 2A, 2B, To be contacted, usually by an inside sales agent., 2C, 3, Not contacted
Lead Routing
Which qualified leads are distributed to which Sales representative
Based on, Geographic Territory, Industry, Company Size
