Key Client Issue: Demand Generation
Before the sale there is the qualified lead, and before there is the lead, there is the demand. To generate demand, companies must first increase awareness – whether of new products, price promotions, service promises, or any number of other key differentiators. How to design messages that resonate with customers is therefore a question of paramount importance.
- Tailoring content to meet the needs of customers with diverse technical backgrounds, at different points in the buying cycle, and through multiple platforms
- Understanding how the digital ecosystem affects word-of-mouth marketing (potential clients are increasingly making decisions based on online customer conversations)
We believe that demand generation is most effective when it (1) prioritizes establishing service or technological expertise over closing deals, thus cultivating trust in client relationships, and (2) integrates multiple client touch points so that face-to-face client interactions build on Web-based communications, and vice versa.
Frost & Sullivan’s Integrated Marketing Solutions services help clients plan and implement a comprehensive demand generation program, which includes more than a dozen unique marketing tactics for building customer awareness. We begin with our live events, which bring companies and customers together, creating new and nurturing existing relationships. We then help our clients strengthen these relationships through customized eBulletins, industry or function-related white papers, and webinars.