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What are the questions to ask when diagnosing problems with a failing demand gen program?
This is one of the questions being posed in the Focus Roundtable: Demand Generation Freestyle on February 4th, 2011 at 11am PT/ 2pm ET with Cody Young , Craig Rosenberg, Matt Heinz, Mike Damphousse and Tom Scearce http://www.focus.com/events/other-topic/focus-lead-generation-roundtable-demand-generation-freestyle/
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3 Answers
For a demand gen program to be successful, you must find your prospects and then connect and engage with them effectively. I would start by asking where in that process your program is failing:
1) Have I created an ideal prospect profile? Do my sales team and I agree on what
makes a qualified lead?
2) Does my content address their pain points and offer a solution?
3) Have I chosen an effective median to reach them? (Social Media outlets are
probably less effective in reaching IT buyers than other marketers)
4) Once I have initially connected with them, how am I keeping them engaged?
- Am I offering enticing content that makes them want to hear more?
- Do I make it easy for them to take action?
First and foremost:
1. What was the expected outcome for the campaign/initiative/activity?
2. What was the actual outcome?
The following questions can be used to uncover the reason(s) for the gap:
(thanks to Michael Porter:)
What target group of customers, varieties, and needs should we address?
Which of our product/service varieties are the most distinctive?
Which of our products/services are the most profitable?
Which of our customers are the most satisfied?
Which customers/channels/purchase occasions are the most profitable?
Which of the activities in our value chain are the most different or effective?
(thanks to Axel Schultze)
Do you know where your customers hang out?
Do you know who the opinion leaders are?
Do you understand what their overall challenges are?
Do you know what their challenges with your products and services are?
Do you know who in your organization can help the customers be more successful?
Do you know who in your social network can help your customers to be more successful?
Do you know your competitors customers?
Do you have a way to help your competitors customers?
Do you know who of your existing customers can help your competitors customers?
Finally, (thanks to Peter Drucker):
What does the customer want to buy?
Good one.
The first questions I'd ask are:
-- where is the program failing: traffic or conversion?
-- if traffic: is the offer good enough and relevant enough?
-- are you targeting effetively? segmenting?
-- is the offer coming through clearly? is the benefit clear?
-- if conversion is the issue, are you asking people to do too much in one leap?
-- are you rewarding people for taking one step closer?
-- are you erecting any obstacles?
-- are you nurturing leads or just trying to close everyone who stumbles into your web?
Finally:
-- Does your product suck?
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