Today’s post is part two of a two-part series I started about two weeks ago. In part one, I covered two main points: One, the greatest challenges most B2B marketers face in building a modern demand generation program is that they have no idea how to do this or where to start. Two, the first step in building a successful demand generation plan is to do some analysis. I called this developing ‘buyer-targeting context’ – i.e., understanding the environment within which you are targeting your buyer, what your objectives are and what it will take to get there. And I addressed the qualitative and quantitative analysis necessary to establish this context. In part two today, I’ll dig into what it takes to translate this context into an executable demand generation plan. ~ABN
Part Two: Program Translation
Developing your initial buyer-targeting context gives you the baseline you need to start to build your demand generation plan. By this point, you should have a clear idea of the following: who your target buyer is; what constitutes a lead that is qualified to go to sales; what are the conversion steps and quantitative dynamics you’ll face in your nurturing programs; and what your overall ‘reverse-funnel math’ looks like. These are all critical inputs.