Free ebook: The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey. But when content is created across different teams and departments, or is buried in shared drives, it's easy for your programs to become reactive based on whatever content you can scrape up, or create yourself. So we wrote a playbook exclusively for you—The B2B Demand Gen Marketing Playbook Inside, you'll learn specific tactics to: Plan a full-funnel demand gen strategy based on revenue goals Create an integrated approach to demand gen that allows for more visibility and accountability across your team and other content creators Distribute the most strategic content through all your channels Optimize your channels for a truly data-driven marketing operation Play smarter, not harder. Download your playbook now.

Table Of Contents

Index Introduction 5 »» Introducing the Modern B2B Demand Gen Marketer................................. 5 * Who Is the All-Star Demand Gen Marketer?............................ 6 »» A "Where There's a Will, There's a Way" Attitude........................................8 * In Love with Data................................................................... 9 * A People Expert..................................................................... 9 * Willing to Blow the Whistle..................................................... 9 »» Your B2B Demand Gen Playbook............................................................................10 Plan 11 »» Identify your Pipeline Goals.................................................................................. 11 * Reverse Engineering the Funnel........................................... 12 »» Plan an Agile Demand Gen Strategy...................................................................18 * The Ideal Customer Profile (ICP).......................................... 18 Create 20 »» Awareness/Investigation Stages: Mapping Top-of-Funnel Content..................................................................................................................................22 »» Comparison Stage: Mapping Mid-Funnel Content............................................................................................................................................ 23 * Content and Demand Generation: Chicken or the Egg?......... 24 * Content and Demand Gen Alignment..................................... 25 * Demand Gen and Sales Enablement...................................... 26 »» Consideration/Purchase Stages: Mapping Bottom-of-Funnel Content................................................................................................................... 26 Distribute 27 »» Marketing Pipeline Support Model- Demand Gen..................................... 28 »» Awareness and Investigation Stages.............................................................. 29 * SEO (Search Engine Optimization) and SEM (Search Engine Marketing)............................................ 29 * Website and Call-to-Action Strategy..................................... 30 * Email................................................................................... 30 »» Comparison Stage...........................................................................................................31 * Account-Based Demand Gen................................................. 31 * Regional and Virtual Events................................................. 31 »» Consideration and Purchase Stages................................................................ 32 Optimize 33 »» Top of Funnel Woes: When Leads Aren't Converting....................................................................................................................................... 34 * Problems and Solutions........................................................ 34 »» Avoid the Mid-funnel stall..................................................................................... 36

First 3 Pages

THE B2B Demand Gen MARKETING PLAYBOOK Content for Demand Generation IN THE AGE OF THE CUSTOMER Plus HOW TO REVERSE- ENGINEER THE FUNNEL FOR A MORE ACCURATE PIPELINE STRATEGY INDEX Click on title to jump to Desired Section Introduction 5 »» Introducing the Modern B2B Demand Gen Marketer................................. 5 * Who Is the All-Star Demand Gen Marketer?............................ 6 »» A "Where There's a Will, There's a Way" Attitude........................................8 * In Love with Data................................................................... 9 * A People Expert..................................................................... 9 * Willing to Blow the Whistle..................................................... 9 »» Your B2B Demand Gen Playbook............................................................................10 Plan 11 »» Identify your Pipeline Goals.................................................................................. 11 * Reverse Engineering the Funnel........................................... 12 »» Plan an Agile Demand Gen Strategy...................................................................18 * The Ideal Customer Profile (ICP).......................................... 18 Create 20 »» Awareness/Investigation Stages: Mapping Top-of-Funnel Content..................................................................................................................................22 »» Comparison Stage: Mapping Mid-Funnel Content............................................................................................................................................ 23 * Content and Demand Generation: Chicken or the Egg?......... 24 * Content and Demand Gen Alignment..................................... 25 * Demand Gen and Sales Enablement...................................... 26