Demand Generation Program


Thanks for being part of this Demand Creation Program!

Here is where you will find the presentations from each workshop, as well as any other relevant content that you’ll need for the program.

As always, if there are any questions, please contact myself (; 519-886-1600 x 622) or Elizabeth (; 519-886-1600 x 250).

– Rick


Workshop #1 — January 21, 2016

In this presentation, we review our goals and objectives, the process, structure and schedule, the curriculum and the deliverables. To guide the conversation, we introduce you to the Buying Process Framework including the Demand Waterfall from SiriusDecisions. That leads into the Customer Buying Cycle, which will really help you understand your market requirements. We then drill down into understanding what Demand Type will work for your requirements and conclude with an overview of the next steps in the program.

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Workshop #2 — February 18, 2016

In this presentation, we review our last presentation, and then look at Campaigns and Content. We discuss what content marketing is, how you plan your content based on the buying cycle, and how get the most of your content through recycling. We then cover Sales Engagement and how to target your prospects, tailor your message and make the sales call. We walk through the process of the sales call from the objective to qualifying to handling objections

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Workshop #3 – March 10, 2016

In this session, we will discuss lead nurturing, the benefits and how proper lead nurturing can lead to increased qualified leads. We will review the benefits of using marketing automation to help with nurturing and other funnel activities as well as how to measure your activities and compare against others in your industry.

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Relative Targeting Workshop

Most marketers — and the organizations they work for — operate under the principle of who could buy rather than who will buy. Those who target too broadly expose both marketing and sales to significant waste within the demand creation process. Relative Targeting uses both external and internal factors to judge the current viability of potential targets against one another.

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Lead Taxonomy Worksheet

This lead taxonomy worksheet will assist you in developing your own custom lead scorecard. The scorecard approach lays the groundwork for effective lead scoring. It also does an amazing job of generating discussion between sales and marketing teams, eventually leading to alignment and often a service level agreement (SLA).

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Determining Demand Type Toolkit

The demand type of a product or service drives a number of fundamental marketing decisions — messaging, targeting, the offers you create, the tactics you use and more. Despite this, colleagues often disagree on which demand type matches their products or services. This toolkit helps steer the conversation and focus on what is relevant to you.

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