Welcome back to my latest B2B marketing tutorial. This time I'm going to be going through the six
steps you need to take if you want to get scientific about your demand generation! So
lab coats and safety glasses on. Hi, it's Emily Liu here from Cognism, the world's best all-in-one
globally compliant prospecting solution. Here at Cognism we are fond of the saying
"marketing isn't an art, it's a science." and now if you're thinking what does that mean?
Let me explain. It means that everything you do in marketing can be tracked, compared, and optimized.
This is also one of the reasons why marketing at Cognism have managed to scale so well.
We're always looking to test new ideas and try out new campaigns and that's not all, we use the data
and the insights of each campaign to make the next one even better. So if your next question
is Cognism, how can I get data driven with my demand generation campaigns? Well you clicked on
the right link! Here is our six step process for a data-driven demand generation. Get ready for a
science lesson. Demand generation is all about... generating demand. But who's demand? That is the
first question that you need to ask yourself. Who do you want to target with your campaigns? Now,
a good thing to do here is to develop your ideal customer profile, or ICP. Now I know what you're
thinking, Emily, what's that? It is a portrait of your perfect customer that you want to find. It
will include things like: what industry they work in, where their business is based, what's their
company's size, what pain points and challenges they encounter day-to-day, what their short and
long term business goals are, and where they spend most of their time online. Then when you've got
this all worked out put it all together into one document and share it with everyone who's involved
in the campaign. That way, everyone will be on the same page as to who your target audience,
literally. In demand gen, marketing goals, are well, goals. they're how to determine whether
your campaign sank or swam. Now, before you even start planning it is good to set some goals.
They don't have to be super complex or anything it could be as simple as this: "If we send a targeted
email marketing campaign to a hundred companies that have just received new rounds of funding,
we would generate 20 new leads." but really you can have as many goals as you like and it can be
as detailed as you want. Just make sure like your ICP, that you send your campaign goals to everyone
that's working on the campaign. At this point you might be thinking Emily, I don't need to plan
anything, I just want my campaign up and running! But honestly, in demand gen planning makes
perfect. If you don't plan out your campaign, you might find yourself halfway through realizing
that you missed out something really important and we don't want that do we? Luckily, if you need
help planning your demand gen campaigns Cognism's got you covered. Head over to our website
where you can download the campaign planning template our demand gen team uses every day.
Just as important as knowing your demand gen goals, is knowing what metrics to track and we
know in marketing there are loads of marketing metrics but how do we know which ones are the
most important. Cognism's demand gen team have a list of multi-track metrics and
here it is! So we want to be tracking things like: web traffic, number of lead,s number
of marketing qualified leads (those are the leads that fit your ICP), meetings booked,
meetings attended, sales qualified opportunities, and of course the big one which is revenue.
So you found your audience, you set your goals, you've planned your campaign,
and you have chosen your metrics now it's time to let it fly! But make sure that your organization
supports your campaign. sales and marketing should be aligned around your campaign goals especially
when those leads start coming in! If you need to set up a campaign launch meeting with your
sales and marketing leaders talk through your campaign with them. Especially what you hope
to achieve from your campaign and how you'll be measuring success. Then, follow up with weekly
reports on how the campaign is doing. You could always make tweaks as the campaign is running.
There will be a time where your campaign ends and I know, I know, it's sad. But when that time comes
make sure that you have all your data lined up for a full campaign review look at your metrics
and ask yourself did it work? Whether it was successful or not, every campaign is a
learning curve. Sometimes knowing what doesn't work is just as useful as knowing what does.
Take it from me, it's all useful information! The final step of the demand gen process is all about
taking your findings away from your campaign and using it to inform your next one. Always be on the
lookout for what you can switch up or make better - that is data driven marketing in a nutshell.
I am nearly at the end of my tutorial but before we say goodbye, I just want to run
through each of the steps one last time! Step one: define your audience, step two:
define your goals, step three: plan your campaign, step four: select your metrics, step five:
run your campaign, and step six: review your campaign. And that's it Cognism's six step process
to becoming data-driven in your demand generation. I hope you found a ton of value from this tutorial
if you have any questions or feedback leave them in the comments below and we promise we'll do our
best to get back to you guys. I hope you enjoyed this video if you did don't forget to like,
share and subscribe and tune in next time for more great sales and marketing content from Cognism.