Demand generation ensures that you are top of mind for the right people at the right time. It also ensures that selling is really easy. Find out how with these tips on creating solid demand generation strategies.

2. 22© 2014 KI Marketing, Inc.
Opportunity
Lead
Lead
Lead
Client
Opportunity
Opportunity
Opportunity
Category Change
Lead Generation Funnel Sales Opportunity Pipeline Funnel
SalesManagement
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Permission for use received
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3. 33© 2014 KI Marketing, Inc.
Create Demand
Become Trustworthy
Be the Authority
Align with their Purpose
Be the Aspirin

4. 44© 2014 KI Marketing, Inc.
People buy from brands they
◦ Know
◦ Like
◦ Trust
How do you
become that
brand?

5. 55© 2014 KI Marketing, Inc.
Message
Who?
Serves?
Why?
How?
Be solid on:
• Who you are
• Who you serve
• Why it’s important
• How you serve
This foundation
builds
Differentiation.

6. 66© 2014 KI Marketing, Inc.
Deliver fresh, compelling content.
Content is:
◦ Micro – social media
◦ Video
◦ Blogs
◦ Articles
◦ Audio
◦ Images
Must reflect your brand
voice – message –
differentiators
AND…
Provide a benefit
Alleviate pain
Address a need

7. 77© 2014 KI Marketing, Inc.
Like means:
◦ A level of understanding
◦ Comfort
◦ Sincerity
You can’t make
someone like you –
have to be consistently
you and attract the
right customer.

8. 88© 2014 KI Marketing, Inc.
Built over time.
◦ Often after a buying experience – make it a good
one.
Know they can rely on you for…
◦ Consistent message (BE HUMAN)
◦ Consistent service
◦ Consistent support
Consistency is key to building trust. Be
reliable.

9. 99© 2014 KI Marketing, Inc.
Remember the 4 Types:
◦ Organic
◦ Guerilla
◦ Strategic Alliances
◦ Direct Activities
Develop all based on:
◦ Budget
◦ Time
◦ Need

10. 1010© 2014 KI Marketing, Inc.
Build the demand with a web of content.
Create great giveaways:
◦ White papers
◦ Case studies
◦ Infographics
Give them away –
everywhere!
◦ Social media
◦ Guest posts
◦ Links in articles

11. 1111© 2014 KI Marketing, Inc.
Be strategic about the giveaways – Remember
your target.
Drive to a landing page.
◦ Get information – email, etc.
◦ Follow up!
◦ Follow up!
◦ Drip on them some more…
◦ Follow up!
Awareness to Interest = giving them an answer
to a problem and always being there for them.
GIVE GREAT VALUE!

12. 1212© 2014 KI Marketing, Inc.
Quickly analyze:
◦ PPC campaigns
◦ Social media campaigns
◦ Newsletter drip campaigns
Build data points over
time:
◦ Website information
◦ Conversions
◦ Overall distribution

13. 1313© 2014 KI Marketing, Inc.
Engage with
Customers
Evaluate
Awareness
& Lead Gen
Analytics
Digital Real
Estate

14. 1414© 2014 KI Marketing, Inc.
Get all the right parts working in the same
direction.
Create demand!
Keep communicating.
Be consistent.
Become the answer.
Go from awareness to
interest to adoption.

15. 1515© 2014 KI Marketing, Inc.
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