Demand Generation Strategy – Four Key Tactics for 2014

Posted on Oct 31, 2013 by .

With 2014 around the corner, and marketing execs across the globe already head-down in strategic planning for the New Year, we’re offering what we believe will be the four key demand gen tactics for 2014. Over the next four weeks we’re going to dive deep into each tactic and explain why we believe it should be a key part of your demand strategy moving forward. But for now, here they are:

  • Content Marketing – more than 50% of B2B marketers will increase their content marketing spend over the next 12 months. The main challenge most companies will be faced with is creating engaging content that gets in front of the right people @ the right stage of the buying cycle
  • Virtual Events – 48% of B2B marketing execs plan to make virtual events a strategic part of their demand gen/marketing strategy in 2014. We’re predicting that traditional ‘live’ events will remain viable, but virtual events offer a more cost-effective, measurable solution that allows marketers to touch more of their target market – http://www.elasticroi.com/post4/
  • Multi-Touch Campaigns – too many companies have become too dependent on using email, content, SEO, SEM/advertising, social media, etc. ONLY. What happened to an offline component as well? Solely relying on technology to engage prospects has left markets across the board with a pool of bad sales reps that have bad-average call skills, no concept of how to strategically sell to the C-Level suite, and get ‘stage fright’ when they actually have to get face-to-face to further the opportunity and/or close business. We’re all about leveraging technology to engage prospects (it’s our core business!), but there has to be an offline component as well
  • Strategic Vertical Marketing & Personalization – the horizontal based approach has its merits, but more from a brand awareness perspective IMO. To achieve true demand/lead gen goals moving forward, B2B marketers are going to take a more targeted approach, focusing their sales and marketing efforts on verticals and accounts most likely to drive revenue for their business. Once these accounts have been identified, personalizing your message with ideas relative to their business will speed up the customer acquisition process

If you’re compelled, please share your feedback below. Talk soon

Jason Stegent is the Founder & President of Elastic Solutions. Email him @ jstegent@elasticroi.com

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