Oct 22 2007
Demand Generation - “Market Before You Sell”
Which activity will get technology manufacturers to pony up Marketing Development Funds (MDF) for their channel partners (integrators, resellers, etc.)? Today, there is really one critical path… Demand Generation.
Most Demand Gen activities end up being ineffective. Why? Because despite the potential “warmth” of prospect lists and well-trained teams making calls with pithy, intelligent marketing scripts, few Demand Gen service providers offer additional tools to heat up their contact.
What really warms a call? Proactive communication. Sending the prospect something before calls are made. Give the lead generators a report of who opened or clicked through an HTML email sent prior to the calling campaign. The key is a branded message that starts before the call, continues through the call and follows up the call. This type of business intelligence can even double the number of truly qualified prospects reached through a Demand Gen campaign.
