Demand generation is the process that creates and nurtures new opportunities for the sales team. A strong demand generation program allows the company to predictably scale the number of opportunities sourced each month or quarter by increasing marketing spend (e.g. invest $1, get $3 in return).
Traditional demand generation channels like outbound emails, digital ads, and SEO are becoming less effective due to the high level of competition. If you want to get the attention of decision makers from your target accounts you need to break through the noise that is generated in those channels.
At SaaSMQL, we work with SaaS companies to build a demand generation engine that engages their target accounts and converts them into qualified opportunities. We leverage intent data, automations, and a proprietary system to launch and scale high-impact campaigns. Our multichannel approach is proven to generate qualified pipeline from target enterprise accounts in a predictable and scalable way.
Demand generation is the process of driving opportunities and revenue from companies that match the Ideal Customer Profile. Depending on your business model, you can adopt an Inbound or Outbound approach.
Inbound marketing is the perfect strategy if you are selling a low cost product to a large volume of users. In order to build an inbound funnel you'll need to go through the following steps:
1) Driving qualified traffic to the website or landing pages
2) Converting the anonymous traffic into known leads
3) Engaging leads with content or demos until they are ready to buy
4) Converting the sales opportunity into a customer
5) Expanding customers by upselling additional products or services
Outbound marketing is adopted by companies with high-ticket products (above $20,000) and a sales-driven business model. This approach is based on developing a well-defined list of target accounts and engage them across multiple channels, including emails, phone calls, LinkedIn messages, or direct mail. These are the main steps to implement an outbound marketing process:
1) Create a list of target companies that match the criteria of your ideal customer
2) Map each account with the right decision makers
3) Develop marketing messages and call to actions that will turn them from prospect to leads
4) Turn the message into marketing assets (emails, direct mails) and launch the campaigns
5) Continue nurture those prospects and accounts with multiple messages across channels
The demand generation team at a SaaS company normally includes the following roles:
- Content Marketing (to create webinars, whitepapers, blogs, and collaterals)
- Marketing Operations (to setup lead funnel, lead scoring, lead nurturing, marketing automations, etc.)
- Digital Marketing (to manage ad campaigns and email marketing)
- Event Marketing (for conferences, tradeshows, meetups)
- Account-Based Marketing (to coordinate targeted campaigns and to act as the bridge between the sales and marketing teams)
- Design (for banner ads, landing pages and other assets)
At SaaSMQL we work with our client to implement a scalable demand generation system that is designed to engage target accounts. We analyze your opportunity and pipeline data in Salesforce and HubSpot to build your Ideal Customer Profile and to develop a solid target account list. Then we segment the accounts by tier, vertical, intent, and stage of the funnel.
Our system is designed to turn Cold Accounts into Warm Accounts, and Warm Accounts into sales opportunities. We leverage a proprietary multi-channel approach that combines automated email sequences and integrated direct mail campaigns.
Based on the engagement and conversion data, we optimize the campaign and update the target account list, creating a self-improving cycle.
Choosing the right channels to drive traffic and leads is crucial for a successful demand generation strategy. Depending on the target industry and segment, channels will have a different ROI.
The most popular demand generation channels in B2B are:
- Google Ads
- LinkedIn Ads
- Facebook Ads (for retargeting)
- Email marketing
- Content syndication
- Quora Ads
- Search Engine Optimization (SEO)
- Direct mail
- Tradeshows/Conferences
- Sponsored webinars
The key is to run small test programs on multiple channels, then scale those that have the highest ROI. Keep in mind that in B2B it's important to track every marketing touch across the funnel. Certain channels will perform better as first-touch campaigns, while others will be more effective at converting leads into customers (last-touch campaigns).
We start by segmenting your target accounts based on tier, vertical, and stage of funnel using your CRM data from Salesforce or Hubspot. We then map the accounts to the right stakeholders (both decision makers and influencers) so that we can replicate your successful path to closed-won opportunity.
Once the list is ready we create a custom high-impact ABM campaign using an integrated email and direct mail approach. We call these sequences "high-impact" because our goal is to break through the noise of the thousands of emails and ads that your target prospects see every day and to create a positive experience around your company and brand.
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We analyze your conversion rates across the funnel and create a demand generation plan based on your revenue goals.
Automated workflow to nurture prospects that are not yet ready to buy or engage with a sales rep.
Multi-channel system to engage and convert enterprise accounts using high-impact direct mails.
Multi-step nurturing process for target accounts to remain top of mind even if they are not ready to buy.
We streamline your process to assign leads from marketing to sales, and convert them into opportunities.
We track every interactions with your campaigns to help you understand what program is driving revenue..
SaaSMQL is an Account-Based Marketing agency that helps SaaS startups scale recurring revenue with high-impact multichannel campaigns.
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