A recent ‘question and answer' feature from Leadformix describes the kind of problems that a Demand Generation tool such as Prospectvision is capable of addressing and the types of organizations who should opt for this solution.
Does your organization struggle to generate leads?
Keeping a healthy sales pipeline is a desired objective of every organization and is also the only way firms can sustain themselves in the marketplace. However, finding good business leads is no mean task, and it is argued that if you are a firm that is struggling to keep your sales funnel buzzing, then Demand Generation tools such as Prospectvision could really be of use.
Unlike B2C organizations and e-commerce sites, B2B websites have primarily been used as a company brochure online. Research shows that only 5-10% of visitors to these websites identify themselves, clearly indicating that organizations are actually losing out on almost 95% of the people who have shown some level of interest in their company or product by visiting their website for ‘more information.' Demand Generation tools can help here, because they provide insights on both kinds of website visitors - those who remain anonymous, and those who disclose their identity.
Do you desire a better and smoother running Lead Management process?
If generating leads is tough in a B2B set-up then managing leads and tracking their progress from a warm lead to a closed deal is even tougher, considering most B2B cycles are 12-18 month long. Keeping track of a lead's activities, their varying stages of interest and pushing the irrelevant ones out of the system are all essential part of Lead Management and can make all the difference when it comes to successful sales closures.
A Demand Generation tool eases and simplifies the process of Lead Management, by making it easier to track the activities of the leads and then scoring them based on their interaction with your website. Demand Generation helps your company prioritize your leads, keeps the communication channels with the lead open and informs you when the lead is ready to be graduated as a prospect and sent to the sales team for final pitch and closure.
Do you know your prospects well?
Reading your prospect's mind would require years of sales and marketing experience limiting to only those prospects you might speak to or meet in person. Demand Generation tools provide a competitive edge here, since they can assist you read your prospect's mind, analyze their behavior and draw logical conclusions, thereby helping you make more informed marketing and sales pitches.
Are you losing out due to sales and marketing divide?
Sales and marketing functions rarely think alike, and this misalignment could prove expensive. There are many reasons for this persistent problem, but Demand Generation tools could provide a promising solution. These tools should provide both sales and marketing with more specific information about their end customers, which helps them in focusing their respective energies in customizing their pitch, ensuring better returns for both. Having common data to look at, pursue and measure against, ensures a smoother run for the warring departments.
Is it hard to prove ROI for your marketing efforts?
Marketing requires a considerable budget, but often organizations find it difficult to measure the ROI on their investments against the number of leads generated or the brand value created. This is particularly relevant for companies that spend a major chunk of their marketing budget on online activities - again, implementation of a Demand Generation tool could help. Use of Prospectvision, for example, will allow you optimize your marketing spend by helping you focus your resources on targeted, identifiable leads.
Are you a start-up operating on a shoestring marketing budget?
Start-ups and SMEs are always short on resources and are looking for means to get the maximum out of their minimum investments. Demand Generation tools can add real value in finding unexplored business opportunities on the website or automate their lead nurturing programs using the email marketing tools that come with these solutions. What works in favor of Demand Generation solutions is that these can be both integrated into your existing CRM systems making them more effective or can be used independently.
According to Gartner, B2B Demand Generation is predicted to become an industry worth more than $3 billion 2011, providing a potential that is gradually changing the way people do business. Although Demand Generation tools may not be the panacea for all corporate problems, they can definitely enable marketing and sales to perform better, with better customer insights.
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