Gathering and analyzing data provides insights into what’s working, what’s not, and what you can optimize for bigger wins in the future. It’s a crucial step for every marketing campaign—especially in demand generation.

In Analyzing Your Demand Generation Programs and Campaigns, you’ll discover the importance of becoming a data-driven organization. You’ll learn how to choose the best KPIs for your campaigns, so the data you gather provides insight into how you and your team are supporting your business objectives. And you’ll see how to put together a report guidebook so you can quickly determine which reports will give you the metrics you most need.

You’ll also learn how to present your data and analysis simply and visually, making it easy for stakeholders and management to see the impact of your efforts. When you connect data to future decisions, you and your organization can have a high level of confidence that the time and money you allocate to each campaign is a smart investment.

LEARNING OBJECTIVES
1 Determine the campaign KPIs for your organization to measure
2 Determine the most useful reports you’ll use and how to structure your report guidebook
3 Establish a process for validating your reports, including data, systems, and processes
4 Utilize visualizations to easily contextualize the data and to share insights with your team

When executed properly, your demand generation programs help you meet your business objectives. In Communicating Your Demand Generation Programs and Campaigns, you’ll identify and take the important steps to ensure your complex campaigns go off without a hitch… and that they rally people around your ideas.

Each campaign requires multiple touches to your intended audience across multiple channels. You’ll learn best practices to create well-structured campaigns that deliver a customized experience to the people who matter most.

You’ll also see how to select the best channels to connect with your intended audience. You’ll discover how to work effectively with your team, so that everyone who is needed for a successful campaign knows what to do and why their role is important. And you’ll learn how to set up a reliable quality assurance process, so you can be confident your campaigns get out the door error-free. Every time.

LEARNING OBJECTIVES
1 Structure your demand generation campaigns from business objective to channel
2 Review which channels are optimal for your demand generation campaigns
3 Train and manage internal stakeholders
4 Determine a cadence for your campaigns to avoid traffic jams
5 Develop a process for quality assurance and increase email deliverability

Take the time to develop content for each unique persona you’re targeted in your demand generation campaign. Demand-generation content succeeds best when you develop a keen understanding of your buyers and of their individual purchase paths.

ABOUT THIS COURSE

A successful demand-generation program is fueled by content that is carefully crafted for each of the unique personas who have an influence on a buying decision.

In Creating Content for Effective Demand Generation you’ll learn to use research to develop highly specific buyer personas. You’ll see how to identify trends and use common themes to create personas that accurately reflect your intended audience. And you’ll learn how the different roles on a buying committee can give your personas even more depth.

Once you’ve created your multi-dimensional personas, you’ll mark the milestones each buyer takes along the purchase path. Map those, and you’ll be able to create content that aligns with each stage of their journey. You’ll provide relevant and memorable messages that deepen your relationship with the buyer, move them through the sales process faster, and ultimately lead to more and more sales.

Start creating content experiences that are conversational, engaging, and valuable to the people you seek to reach.

LEARNING OBJECTIVES
1 Use insights to create your buyer personas and pinpoint their role in the buying committee
2 Use insights to map your buyer’s journey
3 Document the buying milestones, including the steps, personas, and time it takes for a buyer to move through each stage
4 Align your content with your buyer personas
5 Understand the value of a content architecture, and develop it by persona

ABOUT THIS COURSE
Buyer-Centric demand generation is all about putting your customer first for more wins. Simple enough, if done right.

In Planning for Effective Demand Generation, Founder and CEO of VisumCx, Carlos Hidalgo, takes you through the process of getting ready to execute effective demand generation programs and campaigns. You’ll learn the key steps you need to take before you start creating buyer personas. You’ll discover the questions to ask—and who to ask—so that you have deep insights into the motivations of the different decision makers who have a say in the buying process. You’ll see exactly how to work with Sales to set up a documented lead management process, so you know who your most qualified leads are, and that you’re capturing the data you need to help them through the buyer’s journey. Plus you’ll discover how to measure your impact on revenue generation. And you’ll find out which technology you need to drive your success!

LEARNING OBJECTIVES
1 Uncover insights into your buyers, from internal and external resources
2 Document and define a process for developing a lead qualification model, lead scoring, and service level agreements
3 Determine if your lead management process is moving prospects through the sales funnel or needs to be reevaluated
4 Define which of the marketing and demand generation KPIs you will adopt for your organization
5 Identify the technology necessary for buyer-centric demand generation