The ANNUITAS Demand Generation Glossary

Demand Process Terminology

ANNUITAS drives Demand Process Transformation through ANNUITAS Perpetual Demand Generation® (PDG), a proven approach that shifts the dynamic from one-off campaigns to more strategic, “always-on” marketing. Here are some terms you should know while focusing on Transforming Demand Generation. Your Demand Generation glossary.

Active Interest Threshold (AIT)
A component of the lead scoring model; it defines a minimal level of interaction a buyer is required to maintain in order to stay active in the program. This factor becomes useful in “holding back” buyers that may have gone cold and are not considered qualified leads, even though they have a long history of interactions. By using decaying interest factors such as lapses in activity, it’s possible to reduce the active interest threshold and thus “pull the buyer back” from advancing to the next lead qualification stage unless new activity is detected.

Attributed Revenue Per Content Offer
Total revenue attributed to download of the content offer (unweighted).

Buyer Dialogue Logic
The translation of the buying process stages into the discrete information requests buyers have in order to advance from one buying process stage to the next—from initial pain point to final solution. This defines the detailed conversation with the buyer from engagement all the way through to conversion—across both marketing and sales interactions—that the company wishes to have with the buyer. Once the buyer dialogue logic is defined, it serves as the critical organizing thread for the demand generation program, which all content marketing, lead management, organizational and technology layers should be built upon.

Buyer Dialogue Logic

Catalyst Content / Compelling Event Content
Engagement content offers that are designed to align with a specific, higher-order buyer pain point, often when a buyer is right at the point of “getting off the fence” and beginning the active buying process. Catalyst or Compelling Event Content is the type of content offer that is leveraged at the Active Engagement Content Offer stage.

Content Marketing Model
The core management framework for the dialogue with our B2B buyer. It defines all of the potential content offers and sequencing required to drive a buyer forward in his/her buying process. The goal of content marketing is to orchestrate the delivery of the right content to the right buyer, in the right place, at the right time.

Accomplishing this requires analysis of the buying process and the buyer’s content consumption as (s)he moves through a decision-making process; matching insights from this process to content categories, topics and themes; and then integrating touchpoints across multiple digital mediums. In this way content marketing represents the buyer-facing management frame- work and our strategic approach to educating and adding continuous value throughout the buying process. 

Content Offer (CO)
Any content piece—whether whitepaper, video, etc.—designed to address a specific information request a buyer has in his/her buying process. Typically, there are multiple content offers developed per information request stage within the buyer dialogue logic thread.

Content Offer Cost
Production cost per content offer.

Content Offer Downloads Per Content Offer
Total number of downloads per content offer.

Content Offer Submit Rate Per Content Offer
Conversion rate from impression to download per content offer.

A holistic demand process stage; the third stage in the progression of Engage, Nurture, Convert — moving the buyer from automated inbound/outbound content offers to live sales interactions and sales education stages, while advancing the lead from a qualified lead into a sales-ready lead, opportunity and closed-won or closed-lost deal. Conversion leverages profiling and scoring to escalate the dialogue at the right time–identifying and driving purchase behavior.

Engage Nurture Convert

Conversation Track
A common path for a single persona or multiple personas from pain point to solution. Typically, a group of personas will be distilled down into several common conversation tracks, and then content offers will be designed to shape the conversation track from information-request stage to stage within the buyer dialogue logic. Note that there will typically be one buyer dialogue logic, but multiple conversation tracks aligned to this buyer dialogue logic.

Cost Per Attributed Revenue Per Content Offer
Average cost per $1 of revenue per content offer (unweighted).

D-CO (Drip Content Offer)
This is content that is delivered in a periodic
and perpetual stream when a buyer has not responded to nurturing or to attempts to re- engage; drip content offers help stay “top of mind,” and interaction with this content provides the scoring and logic basis to re-insert a buyer into an active nurturing track. A string of D-COs is a drip track. D-COs are typically thought leadership- type content. 

Demand Generation Center of Excellence (DGCoE)
A Demand Generation Center of Excellence model defines a company’s organizational approach to managing demand process. It considers the “people” stakeholders involved in driving specific Demand Generation programs and in optimizing overall demand process from process, content and technology standpoints. It identifies how these key stakeholders should interact, and it examines this both from a functional/discipline (e.g., web or marketing operations) standpoint and from a demand process standpoint (e.g., responsibility for inbound engagement). For a large enterprise organization, a Demand Generation Center of Excellence model should not be truly centralized; rather, it should be distributed/hybridized—meaning some elements should be centralized but others should be pushed out to the “front lines.” Thus, the Demand Generation Center of Excellence model helps provide overall governance and sets standards for how Demand Generation activities can better orchestrate — working together in a closed-loop, optimizable manner.

Demand Chain Management
The ability to manage demand and revenues as strategically and holistically as companies manage their supply chain and costs.

Demand Generation “Plays”
Demand Generation programs must be aligned to some defining unit. One way to do this is to follow the concept of a “sales play”— i.e., the major types of interaction, aligned to a buyer pain point, that leads a company to initiate interaction with a new buyer. Sales plays are aligned to solution categories; Demand Generation “Plays” are an alignment of Demand Generation programs to this mindset.

Demand Generation Programs
The fundamental, perpetual building block for an overall demand process. A Demand Generation program is an always-on, perpetual set of interactions, organized around a common buyer dialogue logic, typically spanning several conversation tracks and multiple personas. It is composed of a buyer dialogue logic, content marketing model, lead management framework and demand process integration scheme. The defining element of a Demand Generation program is typically a holistic “sales play” or major solution area.

Demand Generation Programs

Engaged Per Channel
Number of resultant “engaged” lead qualification stage buyers. Analyzed per engagement channel (e.g., list rental vs. PPC).

Lead Stage Velocity Per Content Offer
Average time between download of the content offer and the buyer reaching a given lead qualification stage.

Prospect Impressions Per Channel
Number of engagement content offer potential touchpoints (i.e., impressions) with prospects, whether the prospect chose to download the content offer or not. Analyzed per engagement channel (e.g., list rental vs. PPC).

Prospect To Engaged Conversion Ratio Per Channel
Percent conversion rate from prospect impression count to engaged buyer count. Analyzed per engagement channel (e.g., list rental vs. PPC).

ANNUITAS clients with mature, optimized Perpetual Demand Generation programs deliver lead-to-revenue results that are 4-10x industry averages. Let’s Connect.

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