Following is a post called Demand Creation 101 that I wrote for the blog at my company, Bulldog Solutions:
The following was authored by Aruni S. Gunasegaram, Account Director. Aruni joined Bulldog in June 2012 with a background in technology entrepreneurship, B2B sales, consulting, and operations.
I had the opportunity to take an online course created by SiriusDecisions called “Foundations for Best Practices in Demand Creation.” I have overseen the marketing function in the past but needed and wanted a refresher in the terminology used by the thought leaders, SiriusDecisions, in the demand creation area. I was glad that Bulldog Solutions invested in my skill refresh.
The online course was a very useful primer on the elements of Demand Generation (Wikipedia – the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Commonly used in business to business, business to government, or longer business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.). The course was simple to navigate, interspersed with videos, quizzes and even included worksheets that you can use internally to assess your own companies strengths and weaknesses in the area of demand generation. If you pass the final exam (which I did) you can claim certification on that topic which will hopefully benefit me and Bulldog Solutions going forward.
The 6 basic elements that the course revolves around are: Demand Type, Relative Targeting, Lead Taxonomy, Buying Cycle, Portfolio Marketing, and the Demand Waterfall. It was a very informative primer with the only thing I would have liked to see more of was real life case studies of companies who used the methodology and what specific successes they achieved.
I’ve been able to use and share the concepts internally so that I can help my team and my clients better understand the Demand Creation lifecycle. I’m looking forward to taking my next online training course on a different B2B Pipeline topic with them soon. Thanks SiriusDecisions!Author: Aruni | Filed under: marketing | Tags: bulldog solutions, buying cycle, demand creation, demand generation, demand type, demand waterfall, lead taxonomy, portfolio marketing, relative targeting, siriusdecisions | 2 Comments »