Generate and Nurture Demand at Every Step in the Buying Process
When you’re selling complex solutions to the capital markets, it’s not enough to simply drive awareness around your firm and the solutions you have to offer. Often, you also have to help the prospect understand their needs before you can make them see the value in your solution.
“90% of the demand generation programs and tools that we’ve evaluated for our customers (websites, emails, banner ads, etc.) create awareness of a solution, but not awareness of their prospects’ underlying business needs.”
~ Candyce Edelen, CEO of PropelGrowth
At PropelGrowth, we define “demand generation” as a series of targeted marketing and sales programs that capture your target market’s attention, create awareness of business problems, and engage your prospects in a conversation during each stage of their buying cycle. Your demand generation strategy should influence all the different vehicles you use for marketing – from public relations and advertising to your websites and social networking efforts to conferences and online events. The whole purpose of demand generation is to drive needs awareness — helping prospects better understand their problems and gain a vision for how you can help them solve those problems. In the process, you should be gathering valuable information about your prospects — enabling you to understand their business needs, and provide your sales team with critical information to help them sell when the customer is ready to buy.
The ideal time to reach your prospects is when they first start to explore solutions. At this stage in the buying process, you’re ideally positioned to create demand for your offerings by framing their expectations of what their ideal solution should include. You can help them recognize and understand their needs, make them aware that your company has the solution to resolve their needs, and then stay with them, delivering relevant sales and marketing messages throughout the buying process. The more you position your company as the expert, the more the prospect will trust you when it comes time to start evaluating solutions.
PropelGrowth can help arm you with the right tools and the right strategy to reach your prospects, create awareness, and generate demand, nurture leads, and measure their interest at every step of their buying process. So when they’re ready to make a purchase, it’s your company whose solution they trust.
