We solve a simple problem faced by many B2B marketers.
That is, they create plenty of leads but don’t convert enough closed business.
Why is this problem so widespread?
We think it has to do with silos. Marketers have ‘chunked up’ the funnel into many different teams. Each team has their own measures and priorities. Digital marketers create conversions, field marketers generate leads, content marketers vibe on engagement, and so on. The assumption is that if you optimise every part, you will make the whole machine more effective.
Not so. In place of effectiveness, you get efficiency. You might have more conversions, leads and engagement. But the closed business number remains frustratingly low.
As the number of teams and agencies involved grows, complexity quickly increases. It becomes hard to respond to changes in the market. It is easy to lose sight of the real job: to find and win new customers.
Our approach to demand generation
We do it a little differently, using agile marketing principles.
“I am extremely impressed with the approach The Marketing Practice take to build an effective integrated campaign. I have never worked with an agency which has such fabulous market insight, a highly skilled team and relevant WOW factor to make the right statement in the market!”
Caroline Garrett, then
Marketing Director, Veritas
Identify the best prospects
Effective demand generation starts and ends with data. Do you know the best accounts to target? Can you identify and reach the right people? What about the four-letter word…GDPR?
We have built our own data universe that we can use to spot gaps in your targeting. Using intent data and other sources of enrichment, we can create propensity models to find accounts more likely to buy. We can also manage the data in both CRM and automation platforms to keep it clean, up-to-date and usable.
Brian Caulfield, Director of Demand Generation & Tom Upfold, Strategy Director
As the saying goes, the first job of any advertising is to get noticed. In our experience, that means both relevance and creativity. Catch the eye and create intrigue.
Position to win
We pinpoint what gives you an edge on the competition and make sure the buyer journey reinforces your advantage at every stage.
Lead nurturing is much more than sending a series of emails. The journey of an opportunity from awareness to sale happens across multiple channels, digital and ‘traditional’. Our agile teams can integrate these channels and balance short-term opportunities with long-term market building.
The last yard: lead management
Too many opportunities are wasted due to bad lead management. Swift routing, following up and accurate reporting are the foundations on which effective demand generation is built.