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Posts Tagged ‘buying process’

What Exactly is Lead Nurturing?

June 27, 2014  |  Tiffanie Lewis

DemandGen’s definition of lead nurturing is “the process of engaging prospects by providing the information and dialogue they need at each stage of their buying process to position your company as the best choice to help them achieve their objectives.” Download our free lead nurturing eBrief to learn: What Exactly IS Lead Nurturing The Basic Recipe for [...]

Know your audience: Download a free chapter of top-rated book Manufacturing Demand

March 25, 2014  |  Katie Drake

Knowing your audience is vital to marketing, whether you’re marketing software or tires or banking services. You can’t communicate effectively—in any context—until you know exactly who you’re communicating WITH. One chapter of David Lewis’s popular book, Manufacturing Demand: The Principles of Successful Lead Management, focuses on buyer personas: identifying your buyer developing a persona for [...]

Building Your Lead Management House: A Basic Blueprint

January 31, 2014  |  Katie Drake

You see it everywhere: the house as a metaphor. Buy insurance because your family needs to be “sheltered” from risk. Make your kids drink milk so they will “build” strong “frames.” Explore the “many rooms” of your inner self. Maybe it’s overused, but that’s because it works! So when I want to discuss how solid [...]

8 Buckets for Successful Lead Nurturing

February 14, 2013  |  Katie Drake

DemandGen’s President and CEO, David Lewis, recently talked about how to use content to move leads through the middle of the funnel, drive revenue, and remain relevant in an increasingly competitive industry. His insights fall into 8 major buckets: 1. Listen to Your Customers Initially, we developed thought leadership content that talk about best practices [...]

Guest Post: Why Marketing Automation

March 22, 2012  |  Katie Drake

Enjoy this guest post from Erika Goldwater, Director of Marketing, Marketing Automation Institute. Marketing Automation (MA) can help an organization achieve a lot of great things. In fact, I have heard people say MA solutions can do everything except make toast.  One of the most significant ways in which MA helps an organization is driving [...]

Using Personas in Database Segmentation

February 21, 2012  |  Katie Drake

In our last post we talked about developing buyer personas, and offered a template to help guide you through that process. If you’ve taken a look at our examples—Gary the mortgage broker, and Maria the loan processor—you’ve begun to understand the kind of very useful information that you can gain from the buyer persona. Now [...]

Building “Character” With a Buyer Persona

January 31, 2012  |  Tiffanie Lewis

Building a buyer persona for marketing is much like developing a character for a novel or a movie—the difference is that you’re not really making anything up from scratch! Your buyers already exist. You’re just defining the specifics as a single, “average” person. When you first sit down to work on persona development, it can [...]

Segmentation: Are You Using Personas?

January 10, 2012  |  Tiffanie Lewis

When my husband answers the phone at home, I can often tell who’s calling just by the way he speaks to the caller. Like most people, he speaks differently to different categories of people: a friend, a colleague, our dog’s vet, and so on. Even within categories his tone and choice of words can differ; [...]

Nurturing Through the Funnel

December 20, 2011  |  Tiffanie Lewis

When you’re considering buying a product or service, you go through a process of decision-making (take another look at the buying decision flowchart from our December 7 post). During this buying process, you look at different kinds of information to help with your decision: At first, you’re typically interested in general information: how do I [...]

What Exactly IS Lead Nurturing?

December 7, 2011  |  Tiffanie Lewis

To kick off our discussion of lead nurturing, let’s start with defining the term. DemandGen’s Definition of Lead Nurturing The process of engaging prospects by providing the information and dialogue they need at each stage of their buying process to position your company as the best choice to help them achieve their objectives. Let’s look [...]