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The objective of the Virtual Coffee Blog, is to create a discussion platform where we can explore marketing 2.0 and share our experiences

Saturday, December 25, 2010

B2B Demand Generation; Raise Your Hand!

Demand generation, is the focus of targeted marketing programs, which attempt to drive awareness and interest in a company's products and or services.

As a B2B company, we are a solution to a perceived problem.  Some sort of compelling event has recently mandated a need for change and the search is on for a better more effective solution.  Although a change is understood to be needed, the opportunities for solutions could be infinite.

The guy in this ad was able to find a match for a service and talent that he possessed, with someone that found it useful.  Volkswagen might not have known they needed a pen twirling salesman to do their newest commercials, but he made them "raise their hand", and say, "we want you".


How do we create a demand for the pen twirling solution that we possess?  And when your potential client says to you, "well this company does the same thing for less money", are you going to be able to show them that you can twirl two pens?

There are multiple steps required when building a solid demand gen process:
  • Awareness
  • Consideration
  • Preference
  • Intent
I have included a Demand Generation Best Practices  outline that was provided by Jesse Noyes and our wonderful friends at Eloqua.

2011, the year of Marketing 2.0, Sales 2.0 and everything that is one giant step more fantastic than it once was.  The Demand Generation Best Practices is a great place to start.  In the upcoming series of blogs I will go through each of the four steps mentioned above that support a strong demand generation initiative and tie in those best practices supplied by Jesse Noyes


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