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Demand gen checklist
Make sure
your program is on track to succeed
Clients often ask about the "secrets" to successful demand generation
initiatives. Whether you’re in the process of developing a single
campaign or a complete program, review this checklist to see if you’re
on the right track:
Have you identified your targets?
One size doesn’t fit all. You can’t use one demand gen message
or tactic and assume it will work for all your targets. You might be better
off selecting 500 recipients for a highly-targeted campaign than building
a list of 5,000 for a single "vanilla" message or offer. And,
the same is true of communication vehicles; C-level execs don’t read
postcards.
Are you using demand gen appropriately?
Think twice before using demand gen tactics to supplement or replace your
PR efforts. Instead, use your demand gen dollars to bring in leads and
drive revenues. Sure, it’s easier to pay for awareness-building campaigns
than to navigate the unpredictable world of media relations. But, your
demand gen efforts will produce better, more measurable results when they
are focused on sales.
Do you have a clear call to action?
Every campaign should let recipients know exactly what you want them to
do. And generally speaking, sending them to your main homepage isn’t
a sound call to action. As an alternative, consider a micro-site where
you can disseminate and capture more information. Or, offer something
of clear value, such as a white paper, newsletter, or other thought leadership
piece—and provide more than one channel for requesting the material.
Then, be sure to track which response channel is the most successful.
Are your lists clean? Are you sure?
Nothing sabotages a campaign faster than a dirty list. At minimum, you
should do a spot check to ensure that names, addresses, and phone numbers
are up-to-date. And after each campaign, make sure to track the number
of returns you receive. You need to know which list sources provide the
best—and worst—data.
Are you staying in touch with past respondents?
Just because you’re focusing on a new idea and a new list doesn’t
mean you can forget the people who responded to previous campaigns. These
are the folks who have already expressed an interest in your company,
product, or solution. Continue targeting them and the odds are good that
you’ll get excellent response!
Is your campaign budget aligned with potential sale amounts?
If you’re selling a million-dollar software package and you only
need to sell it to ten people, consider building a campaign around personal
visits during which you hand-deliver your materials. On the other hand,
if you’re selling a lower-priced product or solution, don’t
overspend on fancy giveaways or other high-cost production gimmicks.
Have you developed a long-term strategy and plan?
When it comes to demand gen, don’t make it a one-time shot. Your
strategy and tactics should include multiple touches to the same targets.
Hit them two, three, or four times. By building this consistency, you
greatly increase your odds of success.
To learn more about successful demand generation techniques, please contact
us at info@launchintl.com
or visit our website www.launchintl.com.
