Solutions Overview
You are always competing for your buyer’s mindshare with several competitors and a long list of other priorities. To win their attention, your communication must show that your focus is on them. Pick the problem you are working on and start with the articles below.
Buyer-centric Demand Generation
With endless access to information, buyers have unprecedented power. Success requires a new approach to engagement, one that starts with the buyer’s problem and buying process rather than with your product. These guides cover the definition of demand generation, buying-process profiles and the reverse funnel maths behind a modern plan.
Start with: Revising Our Demand Generation Definition as B2B Marketers, Elements of a Modern Demand Generation Plan, Part 1: Buyer-Targeting Context, Elements of a Modern Demand Generation Plan, Part 2: Program Translation.
Evolve From “Batch-and-Blast” to Nurturing
Engagement is not just about sending buyers your best content. It requires an understanding of their buying process and then meeting them with the right information at each stage. Read about layered nurturing, email cadence and the lead waterfall from prospect to sales-ready lead.
Start with: A Layered Approach to Lead Nurturing in B2B Demand Generation, What My Spin Class Taught Me About Email Marketing, Enhancing the Waterfall: Prospects, MQLs and the Steps in Between.
Content Marketing
Content goes to the core of demand generation: it is what buyers consume on the way to a decision, and it is expensive to produce. Learn how much a nurturing programme needs, how to map it to buying stages and why brand-agnostic content earns trust.
Start with: Content Is Expensive, and Other Obvious Facts, Do Prospects Trust You? Why a Brand-Agnostic Content Strategy Matters, The Truth About Social Selling and Its Role in Sales Enablement.
Show Marketing’s Revenue Contribution
Marketers face growing pressure to show that their spend grows the bottom line. Brand awareness and impressions no longer convince a board. Connect demand generation to revenue with ROMI, attribution models and holdout tests, including a worked casino loyalty example.
Start with: Revenue Performance Management and B2B Demand Generation: Connecting the Dots, Attribution and ROMI Case Study: Casino Loyalty Programmes.
Optimization
Marketers must measure the value of their programmes and improve the results over time. That means capturing the right data, organising it into reports people act on and setting thresholds, such as the MQL score, where the expected value of a sales call is positive.
Start with: Communicating With Execs: Give Them the News They Can Use, Can We Close the Sales-Marketing Gap? 3 Strategies to Get You There, The Probability Mindset in Lead Scoring: Expected Value.
Technology
Marketing technology moves fast, and labels like “easy to use” or “enterprise-grade” are claimed by everyone. Compare the main platform types, document the processes that keep automation running and see how betting operators trigger messages in real time.
Start with: Has Marketing Automation Moved Us Closer to Buyer-Centric Demand Generation?, Marketing Automation and the Importance of Documenting Processes, Marketing Automation for Betting Operators: Triggers and Segmentation.
iGaming Demand Generation
Casino and sports betting companies run the demand generation playbook harder than almost anyone. Their suppliers sell to a small, licensed market with long sales cycles, and their affiliates live by funnel maths. Read how the industry markets and gets marketed to.
Start with: iGaming B2B Marketing: Selling Platforms and Content to Casino Operators, Lead Nurturing and CRM in Online Casinos and Sportsbooks, iGaming Affiliate Economics: CPA vs Revenue Share, ICE Barcelona and G2E Las Vegas as Demand Generation Events.
Let’s talk demand gen
questions, corrections and article ideas are welcome