WHAT WE DO
Transform Marketing into a Demand Engine
Shift to a Strategic Demand Marketing State and Drive Sustainable Growth
Tactical demand marketing is broken. It’s driven by random, interruptive activities built to fit the seller’s schedule – not the buyer’s need. By shifting to a strategic demand marketing state, you can consistently connect with (and convert) prospects to provide real, predictable lift to pipeline.
A Tactical Approach Leads to Unsustainable Growth
Tactical demand marketing often results in five key pain points. Unless you fix the bigger problem, these symptoms will only get worse.
Inconsistent Flow of Leads
An inconsistent pattern of marketing campaigns means there will be an inconsistent pattern of leads. Random acts of marketing make it impossible to predict your level of demand.
Poor Customer Experience
Tactical demand marketing doesn’t operate around the customer, and it shows. Customers need to be guided through a journey, not interrupted with your latest e-blast.
Marketing and Sales Disconnects
Marketing may be producing a lot of leads, but if sales says they’re all unqualified then your pipeline has problems.
Uninformed Marketing Investments
Do you know which of your marketing activities has the best ROI? Tactical demand marketing relies heavily on guesswork, which makes it impossible to optimize investments.
Technology as a Bandage
It’s tempting to turn to technology when there are problems with pipeline. But if you don’t know how to fully leverage the tool, that technology is just weighing you down.
A Strategic Approach to Demand Marketing
Strategic demand marketing orchestrates customer engagement and provides lift to sales. It’s perpetual, sustainable, and led by the customer’s needs, not the seller’s wants. Making this shift means pain points become opportunities for growth.
Customer Success Underpins Everything
Your go-to-market strategies should be built around your customer’s journey. With the customer as the true north, you can be sure you’re taking all the right steps.
Customers Enjoy Dialogue, Not a Pitch
Relevant and persuasive content is key to connecting with customers. But to get there, you need to understand your buyers’ preferences and meet their needs – not the other way around.
Marketing and Sales Motions Align
Marketing and sales should both have ownership over pipeline. When both teams are aligned to the same processes, everybody wins.
Technology is Fully Leveraged
Technology should enable strategies. When used correctly, your MAP, CRM, and CMS tools work together to provide end-to-end visibility into a customer’s journey.
Demand Marketing Provides Real Lift
With a clear understanding of the customer’s journey, relevant content, aligned processes, streamlined technologies, and easy-to-access insights, your strategic demand marketing engine provides real impact.
So How Do We Do It?
Reaching a strategic demand marketing state is no small task. It requires calculated expertise, proven experience, and a willingness to ruffle some feathers.
See It in Real Life
Sometimes you just need to see it to believe it. View our work and see how we transformed demand for these industry-leading companies.
AVANOS | HEALTHCARE
Strategic demand propels a healthy increase in leads and revenue.
SECUREWORKS | TECHNOLOGY
After completing a Demand Marketing Transformation, 50% of MQLs became Opportunities.
ANONYMOUS | FINANCIAL SERVICES
A scalable marketing and sales function engages both passive and active buyers.
