There is a relatively new push in the marketing community to inbound/content marketing. The argument is that demand generation is Sales centric and Inbound in Marketing centric. Once again this reinforces the GAP and misalignment of Sales and Marketing. All marketing IS – Marketing for demand generation. We may use Inbound or Outbound marketing to “educate” or “nurture” a prospect but we cannot forget the end goal – a deal. If you haven’t been using your content to drive demand you should be.
Demand Generation has two components driving revenue through outbound as well as inbound marketing. The recent change is to the mix of the components. It has been demonstrated that inbound marketing has the potential to quicker revenue. Permission Marketing, blogging, opt-in email, social media, PPC and SEO have grown in popularity as warm calls, email blasts, list buying, and sponsored webinars has dropped. The important KEY to both inbound as well as outbound marketing is that you create good relevant focused content and view yourself, company, etc. as a publisher of content; some refer to it as thought leadership. Combining this approach with automated engines and an agile playbook is the best practice.
Creating demand requires focus of targeted marketing programs to drive awareness and interest (the raising of hands) for a company’s products and/or services. Demand generation involves multiple areas of marketing and combines relevant programs coupled with a structured sales process. There are multiple components of a demand generation process that vary although demand generation also requires flexibility to alter execution of programs once an adjustment is determined. Support for an “Agile” process is also required which has recently gained some traction within the Marketing community.
Agile marketing is relatively new and refers to a group of methodologies based on iterative campaigns and programs. Requirements, Programs, and Solutions evolve through collaboration between self-organizing cross-functional teams. The term was based upon Agile Software Development. Agile methods generally promote a disciplined project management process (Playbook) that encourages frequent inspection and adaptation, a leadership philosophy that encourages teamwork, self-organization and accountability, a set of best practices intended to allow for rapid delivery of high-quality programs, and a business approach that aligns marketing with customer needs and sales goals.