If you've fully optimized your marketing and sales funnel, it might be time to start implementing a demand generation program. Once your funnel is operating efficiently, demand generation is a great way to start accelerating your pipeline and building on top of your current success. This can entail incorporating outbound methods in an inbound way to turn it up a notch. As your demand generation strategy continues evolving, you may find it's time to evaluate your current tech stack in order to align with these priorities. We reached out to four SaaS marketing professionals to learn more about how different softwares can complement an effective demand generation strategy.
4 Ways Software Can Enhance Your Demand Generation Strategy
1. Marketing and Sales Analytics
There are three components to demand generation. First, generating the demand using creative campaigns and content to attract your target audience. Second, following up on the demand created, which is usually the role of a BDR or sales representative. Lastly, monitoring volume, velocity and quality of the demand to ensure actions are taken in a timely manner to help accelerate pipeline and generate revenue for the business.
Each of these three pieces have hardships associated with them. For example, with over 3 million blog posts written every day, coming up with unique content to make your brand stand out is harder than ever. Making your campaigns stand our means you have to be a superior marketer.
In order to execute an effective demand generation program, marketers must optimize their tech stack to help with these hardships. Demand generation is a team sport, and with marketing analytics tools, marketers can analyze which campaigns work and identify the activities that stand out and impact sales and the bottom line. InsightSquared helps sales and marketing professionals make better decisions by equipping them with actionable, real-time intelligence on sales and marketing KPIs.
Businesses rely on the company’s solutions to forecast more accurately, better manage pipeline, tailor rep coaching based on individual performance, understand their marketing attribution, generate demand and conduct data-backed planning and analysis. InsightSquared’s Marketing Analytics solution is an integral part of a successful demand generation strategy. These purpose-built analytics help companies make better decisions, manage business processes, facilitate conversations to promote teamwork, and, ultimately, lead to more revenue for the company.
Matisha Ladiwala, General Manager of Slate at InsightSquared
2. Marketing Attribution
Effective demand generation requires a deep understanding of how to leverage channels and content to engage prospects with messages that resonate and make an impact. To do so, marketers must comprehensively and granularly understand what’s working and what isn’t.
And that data can’t exist in silos. If an email program generates 5,000 email opens and 1,500 clicks, is it more valuable than a social media campaign that receives 30,000 impressions and 500 comments? Without attribution that unifies and normalizes the data from your demand generation programs, and then connects them to downstream outcomes, marketers can’t effectively maximize their impact.
Bizible’s omni-channel, every-touch attribution technology gives demand marketers rich visibility into what programs are truly performing — in terms of leads, MQLs, opps, pipeline, and, most importantly, revenue. With visibility into the metrics that matter, normalized and unified across channels, marketers can optimize their demand generation programs and make smarter, data-driven decisions that power growth.
Jordan Con, Product Marketing Manager at Bizible
3. Video Marketing and Sales
MAY I HAVE YOUR ATTENTION PLEASE?!? One of the greatest challenges we all face is how to get the attention of today’s buyers and truly engage them in our stories. For many businesses, traditional tactics like email marketing, digital advertising, social media and text-heavy websites are seeing diminishing returns (and dwindling conversion rates) as audience expectations change. Video is one proven way that today’s marketers are combatting these trends to help them stand out from the competition, educate their buyers in more engaging ways, and build more personal and human relationships at scale.
And video isn't just for the top-of-the-funnel any longer. It's becoming the B2B marketer’s BFF when it comes to generating demand and boosting conversion rates through the entire buyer’s journey.
Adding video to your existing marketing programs, such as your email marketing, blog and website, can be a quick and effective way to boost response rates and generate additional lead flow. Certain types of videos, such as gated on-demand webinars and product demos, can also be used as a direct source of new leads. (Have you considered a gated CTA on your website to “Watch a Demo”?)
For those looking to move ahead of the pack, wow-worthy experiences including Personalized Video, Interactive Video and 1:1 Video Messaging can help you cut through the noise and spike engagement in your hero campaigns and outbound sales prospecting. At Vidyard, we power experiences like these to help B2B marketing, sales and demand generation teams use video in creative ways to generate more leads, accelerate pipeline and truly personalize the customer experience. See exactly what we mean by visiting our Vidyard for Marketers explainer page or diving into our Ultimate vBook on Generating Demand with Video.
Tyler Lessard, VP of Marketing at Vidyard
Customer Relationship Management, or CRM software, is a platform for managing an organization’s relationships and interactions with prospects and customers. A CRM helps you build better relationships with your prospects, which leads to better relationships with your customers and, ultimately, increases revenue. It enables you to manage all of these relationships and their associated data and information. This enables your marketers and salespeople to have informed, helpful and contextually relevant conversations with every individual who has an interest in your company, without searching for this information across an aggregate of sources.
At New Breed, we use the HubSpot CRM to supplement our demand generation programs. A CRM is essential to these programs because it allows for more genuine marketing efforts by providing greater insight into prospects’ pain points and customers’ happiness levels. Every interaction we have is stored in an organized, easy-to-read timeline, including calls, emails, meetings and notes. With this data entry and organization happening automatically, we know exactly where a relationship stands and can focus our energy on maintaining it rather than organizing it.
In the data-driven world of today, you need this centrally located data to drive your demand generation strategy and optimize your campaigns to even greater success.
Patrick Biddiscombe, CEO at New Breed
Our 4 SaaS marketing experts provided essential insight into the software that can aid your demand generation efforts. However, in order to supplement it with software, you first need to have an effective demand generation program in place. Download our Essential Guide to Demand Generation to start incorporating a well-rounded approach to your SaaS growth: