Three Things a Demand Strategy is NOT
Sometimes it’s easier to define something by speaking of what it’s not, rather than what it is. And based on what I see today, most companies are not building a true Demand Strategy. Instead, they purchase some type of marketing technology, load up a list, blast a few emails and call it a strategy. This is far from what should be happening. So let’s be clear on what a Demand Strategy is not….
- A Demand Strategy does not start with a marketing technology solution
You cannot purchase Marketo or Pardot or any of the other multitude of solutions available and expect to suddenly see a tremendous increase in the volume or quality of leads. Technology is only an enabler of a well-defined strategy. Without a strategy in place, it will only be a sophisticated piece of software. I once heard someone say that if you have chaos, the only thing technology will do is automate the chaos. This couldn’t be more true. So if you’re making an investment in marketing automation, be sure you take the time to build a strategy with a clearly-defined process first.
- A Demand Strategy is not a list of tactics or a “drip campaign”
Webinars, white papers and videos do not constitute a strategy. Nor do bi-weekly emails promoting them. A true strategy should involve a two-way conversation between your company and your prospective buyers, using content specifically tailored for them and sent to them based on their level of interest and place in their buying decision.
- A Demand Strategy is not internally focused
Unfortunately, more often than not a product marketing manager will create a white paper and pass it along to marketing with instructions to promote it or even build a “campaign” around it. The problem with this is that the tactic is 100% based on a specific product instead of the pains, issues and possible solutions the buyer is dealing with or looking for. Without an understanding of the external market and buyer personas, any tactical approach will fail.
Avoiding these tendencies is central to developing a true Demand Strategy.
Author: Jennifer Harmel @JenniferHarmel2 is Vice President, Strategy, ANNUITAS