Power tools for demand generation
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The document outlines a framework for effective demand generation, emphasizing the importance of understanding customer challenges and creating urgency for change. It discusses techniques such as visual storytelling and aligning marketing and sales efforts to improve lead conversion. Additionally, it provides resources for further learning, including downloadable content and information about an upcoming conference.
Power tools for demand generation
- 1. Power Tools for Demand Generation
- 2. Today’s Agenda Your Desired Outcome: Challenges putting your outcome at risk:
- 3. Today’s Agenda Your Desired Outcome: Challenges putting your outcome at risk:
- 4. Pick the Right Starting Point
- 7. Wake the Old Brain Your messaging needs to: • Make the status quo unsafe • Challenge current assumptions • Create urgency for change • Show desired outcomes at risk
- 8. Warning! Warning! There’s a Risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.
- 9. Power Positioning® Process Define your target “status quo” why it’s safe and where there are gaps Customer Status Quo Outcome Outcome Outcome Identify executive outcomes and at risk at risk at risk strategic objectives that may be at risk Threats Threats Threats Reveal threats, problems and missed opportunities for each outcome that need to Problems Problems Problems be solved to reach desired outcome Misses Misses Misses New Needs New Needs New Needs Re-define the needs and point to your relevant and advantaged strengths that solve for each challenge above Solution Solution Solution Describe the positive business impact, including customer stories with contrast New End New End New End before and after the solution State State State
- 10. Develop prospect-centric, challenge-focused content that loosens the status quo and convinces the prospect they need to change.
- 11. Today’s Agenda Your Desired Outcome: Challenges putting your outcome at risk:
- 12. Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper
- 13. White paper Your Prospect’s Brain
- 15. Reach the Old Brain Visual Storytelling
- 16. Use proven visual storytelling “message objects” for appealing to the old brain and breaking free from the written-word trap.
- 17. Demand Gen Content Process Conversation Roadmap Identifies Desired Customer Outcomes and the Challenges that put them at risk! Visual Storyboard Develops a well-choreographed visual storyboard based on each identified Challenge Quick Video Modules Delivers a fast-paced, 2-3 minute vignette with visuals and voiceover
- 18. Warning! Warning! There’s a risk: If you aren’t using videos as a core part of your demand generation campaign.
- 19. Today’s Agenda Your Desired Outcome: Challenges putting your outcome at risk:
- 20. Marketing and Sales Alignment
- 22. Apply proven selling conversation techniques in providing better lead hand-offs to salespeople with first-call coaching prompters.
- 23. Marketing and Sales Alignment
- 25. Customer Sample Email Video Prompter Paper
- 26. Nine Powerful Campaigns Your Conversation Roadmap
- 27. Download the Solution Brief The solution brief contains links to a customer sample toolset. Download the PDF and then click on the icons on page 2. Click to Download http://win.corporatevisions.com/PowerToolsforDemandGeneration_SolutionBrief-Download.html
- 28. MARKETING AND SALES MESSAGING CONFERENCE 2012 CHICAGO, SEPT. 18-20 3 Professional Development Break Out Tracks: 1. Marketing Messaging & Content Creation 2. Sales Customer Conversation Delivery Billy Ben 3. Power Coaching Workshop for Beane Zander Sales Managers Learn More and Register at http://conference.corporatevisions.com