DEMAND

GENERATION

BEST PRACTICES GUIDE

 DEMAND GENERATION Best Practices Guide

Table of Contents
Executive Summary 3

What Is Demand Generation? 6

Benefits of Demand Generation 9

Demand Generation vs. Lead Generation 10

Demand Generation and the MMO 11

World Class Marketing Organization Maturity Model 14

Demand Generation Landscape 16

Demand Generation Roles Matrix 23

Demand Generation Maturity Model 28

Analyst Bottom Line 31

Action Plan 32

About Demand Metric 43

EXECUTIVE SUMMARY DEMAND GENERATION BEST PRACTICES GUIDE 3

Executive Summary
“When I want something, I must have it!” What better way to sum up the
goal of Demand Generation – to create a desire, a need, a craving so In this Best Practices Report, we will focus
strong that whatever it is your customer simply must have it. on these key components of Demand
It’s easy to see that play out in the B2C consumer driven marketplace. Generation:
But make no mistake about it, the same strong desire works equally well Email Marketing
in the B2B business environment. The approach, the drivers, and the
Online Advertising
challenges are different. Yet in the end, the decision maker has to see
Search Engine Optimization (SEO)
the overwhelming topline need for the product or service to issue that all
important PO (purchase order). Event Marketing
Marketing Apps
As important as Demand Generation is, creating it and sustaining it has
Predictive Marketing Analytics
become one of the biggest challenges facing the Modern Marketing Orga-
nization (MMO). Demand Generation activities must be coordinated and Marketing Automation
delivered in a multi-channel, multi-device environment. Strategies must be Customer Relationship Management (CRM)
so well defined and integrated that the customer or prospect receives
the same messages and experiences across the omni-channel, and that The goal of this report is to enable
experience must be as personalized and relevant as possible. the MMO to create an Enterprise-level
approach to Demand Gen that supports
Demand Metric’s research, benchmark studies, methodologies, and tools holistic, end-to-end activities, programs,
have consistently shown that effective Demand Generation requires and initiatives.
following best practices and processes in a coordinated, holistic approach.
EXECUTIVE SUMMARY DEMAND GENERATION BEST PRACTICES GUIDE 4

Foundation Models
In this report, we present four models to enable modern marketers to take a holistic approach to Demand Generation. These four models are:

Demand Metric’s Marketing Organization Maturity Model,
which shows the progression and pathway a marketing
department should take to mature from a Cost Center to a
Modern Marketing Center of Excellence (MMCoE) respon-
sible for, and measured on, driving sales and revenue targets.
Demand Metric’s Demand Generation Roles Matrix,
which highlights the roles, responsibilities, processes,
technology, content, and metrics for effective Demand
Generation strategies.

VIEW RESOURCE
VIEW RESOURCE

Demand Metric’s Demand Generation Maturity Model,

Demand Metric’s Demand Generation Framework defines
which highlights the pathway an organization should take
the activities required to successfully create, plan, and
step-by-step to mature in its use of Demand Generation
execute a Demand Generation program.  
from Ad Hoc to World-Class.

VIEW RESOURCE VIEW RESOURCE

EXECUTIVE SUMMARY DEMAND GENERATION BEST PRACTICES GUIDE 5

Vendor Analysis
Our solutions section covers the Demand Generation systems, vendors,
and applications from the Demand Generation functions noted previ-
ously. For each of these, we examine the leading vendors and solutions
according to their offerings, feature sets, and unique strengths. Each of
these categories and vendor solutions is covered in more detail in our
technology overview reports.

Demand Metric offers this report to enable your organization

to make Demand Generation functions the best they can be.
WHAT IS DEMAND GENERATION? DEMAND GENERATION BEST PRACTICES GUIDE 6

What Is Demand Generation?

Demand Generation, at its most fundamental, includes the strategies, RELATIONSHIP: REVENUE GROWTH & DEMAND
processes, tools, technologies, and activities used to create the need, GENERATION PROCESS EFFECTIVENESS
desire, or want in a customer or marketplace to purchase available goods
Almost three-fourths of study participants with effective
or services.
demand generation processes grew revenue year-to-year.
This comprises areas such as brand awareness, product/service interest &
education, purchase intent, target population reach, audience discovery, Effective Neutral Innefective

and top of funnel sales activities.

More broadly, today’s Demand Generation programs now support and 12% 14% 74%
optimize the entire buyer’s journey throughout the attraction, conver-
sion, fulfillment, and loyalty stages of the journey.

Given that, it is important to be aware of the primary activities that 19% 24% 57%
comprise an effective Demand Generation initiative and the role Demand
Generation plays in an overall Digital Marketing effort.
28% 19% 53%

Declined Flat Grew

Use Demand Metric’s Demand Generation Maturity Assessment

VIEW RESOURCE
to find out where your company stands with Demand Generation.
WHAT IS DEMAND GENERATION? DEMAND GENERATION BEST PRACTICES GUIDE 7

Primary Demand Generation Activities

Certain marketing activities are more closely associated with Demand Inbound Marketing
Generation for both Inbound and Outbound Marketing. Inbound activities include the following:
Inbound Marketing activities are designed to attract a prospect to your Website (Landing Pages, Microsites)
destination, offer, or experience. It has, traditionally, relied most heavily Webinars
on the company website or landing pages. Today, that initial inbound SEO
connection could just as easily be social or mobile. Content (Whitepapers, eBooks, Infographics, Podcasts)
Social Media
Outbound activities rely on the company reaching into the market to Online Communities
engage with prospects who may not know about the company yet. Media/PR
Traditionally, this has been the job of an outbound sales force. In today’s Analytics
Digital Marketing arena, outbound Demand Generation also relies heavily
on Email Marketing, Content Marketing, and events.

Outbound Marketing
Outbound activities include the following:
Email Marketing
Event Marketing (Webinars, Virtual Events, Tradeshows,
Conferences, Roadshows)
Direct Mail
Content Syndication
Paid Advertising (PPC, Ads, Web)
Paid (Social)
Metrics
WHAT IS DEMAND GENERATION?
Role in Digital Marketing
Demand Generation plays a critical role in both the MMO and Digital
Marketing. In Demand Metric’s Best Practices Report entitled Practical
Growth: Building a Modern Marketing Center of Excellence (MMCoE)™,
it is noted that Demand Generation is one of the key functions within the
MMO, and recommends a well-defined senior or executive role to drive
Demand Generation.
Within Demand Metric’s Digital Marketing Maturity Model, a World-
Class Demand Generation team uses email, content, mobile, social, and
video to ensure that personalized and localized content is delivered to
personal devices in real-time through custom content and apps.
Demand Generation is also a key driver of Event Marketing and a
necessary component for the alignment of marketing and sales for Sales
Enablement.
Download Demand Metric’s Digital Marketing Best Practices
Report for the complete picture of Demand Generation’s role
in Digital Marketing.
DEMAND GENERATION BEST PRACTICES GUIDE 8
According to Demand Metric’s maturity models, as Demand Genera-
tion matures within the Enterprise, these initiatives move from a focus
on web traffic, landing pages, and PPC SEO to a sophisticated omni-
channel approach, experimenting with interactive marketing apps and
predictive marketing analytics.
It’s clear that Demand Generation is a broad and multi-faceted marketing
discipline and category. The purpose of this report is to put a solid frame-
work around Demand Generation so that MMOs can measure their prog-
ress and success in achieving their Demand Generation goals.
Bottom-line
Demand Generation drives revenue by creating an awareness and
a compelling purchase need in the customer or prospect for the
product or service under consideration.
VIEW RESOURCE
BENEFITS OF DEMAND GENERATION DEMAND GENERATION BEST PRACTICES GUIDE 9

Benefits of Demand Generation

The benefits of effective Demand Generation span across the MMO, Some of the primary benefits to be gained from Demand Generation
touching the following roles and departments: initiatives are:

Acquiring new customers & markets through web presence.

SENIOR MANAGEMENT Creating an on-going, real-time relationship with customers and

prospects.
Providing targeted, personalized, localized content for the right
STRATEGIC COMMUNICATIONS audience at the right time.
Increasing website & blog traffic and SEO.
DEMAND GENERATION Collecting more relevant and accurate customer data across
multiple touch points.

CONTENT MARKETING
Reducing advertising expenditures.
Maximizing brand social presence on the web.
Building optimal audiences with targeting and retargeting by finely
SEARCH ENGINE MANAGEMENT
tuning customer segmentation.
Optimizing ad timing for when customers are ready to buy.
PRODUCT MARKETING Using events to create awareness & excitement and drive lead
generation.

CAMPAIGN MANAGEMENT Using interactive marketing apps to develop a new level of user
engagement.
Using predictive analytics to determine in advance which Demand
Generation campaigns will produce the highest ROI.
DEMAND GENERATION VS LEAD GENERATION DEMAND GENERATION BEST PRACTICES GUIDE 10

Demand Generation vs. Lead Generation

Some confusion exists between the functions of Demand and Lead
Generation, with some marketers believing that all Demand Genera-
tion is about getting leads. In fact, Demand Generation is a multi-step
process of which Lead Generation is one of the primary outcomes.

Demand Generation opens the market for a product/service, creates

awareness, discovers new audiences, develops brand recognition,
begins the engagement process, and nurtures target populations
before they become real leads or prospects for sales.

By contrast, Lead Generation is the process of identifying specific pros-

pects and customer types that are most likely to become customers, and
creating strategies, tactics, and campaigns that will provide engagement
and connection between the prospect and the company or brand.

In short, Demand Generation casts a wide net over a large potential

population, while Lead Generation “fly fishes” for the best possible catch.

Use Demand Metric’s Demand Generation Strategy Workbook to

VIEW RESOURCE
develop, plan, and monitor your Demand Generation initiatives.
DEMAND GENERATION AND THE MMO
Demand Generation and the MMO
In most companies, Demand Generation has grown organically with many
independent initiatives cropping up to address one marketing need after
another. Unlike the days of yore, when all computers and systems were
under the control of IT departments, today’s marketing budgets, tools,
and technologies are spread across the organization and “in the cloud.”
Email Marketing Solution Study
Demand Metric’s Email Marketing Solution Study exam-
ines the changing role of Email Marketing in a Digital
Marketing universe, in which Demand Generation is
quickly moving to incorporate more social, mobile, and
video experiences.
EMAIL
MARKETING VIEW RESOURCE
Solution Study
Insights, Landscape, & Vendor Analysis
DEMAND GENERATION BEST PRACTICES GUIDE 11
That means the success rate of Demand Generation initiatives can
be limited when they do not include Enterprise data integration with
existing CRM, SFA, and Marketing Automation systems. To address
that challenge, this Best Practices Report, along with Demand Metric’s
companion Solution Study and Technology Overviews, examine the
primary platforms for the following Demand Generation functions:
SEO Technology Overview
Demand Metric’s SEO Technology Overview examines the
maturing of the Search Engine Optimization (SEO) market.
As the SEO market matures, quality measures, such as repu-
tation, trust, content relevance, and author authority, are
replacing the old quantity metrics like keyword rankings and
link volume. Advanced SEO solutions now weigh campaign
performance metrics based on brand building, site traffic,
and conversion more heavily than keyword rankings.
SEARCH ENGINE
OPTIMIZATION (SEO)V I E W R E S O U R C E
TECHNOLOGY OVERVIEW
DEMAND GENERATION AND THE MMO
Online Advertising Tecnology Overview
Demand Metric’s Online Advertising Technology Overview
focuses on the market and solutions for Online Advertising.
This report takes a close look at the benefits of Online Adver-
tising platforms, the state of the market, and the complex
ecosystem of Online Advertising. This report offers an over-
view of the top solutions for Online Advertising and Mobile
Advertising.
ONLINE
ADVERTISING
VIEW RESOURCE
TECHNOLOGY OVERVIEW
Interactive Marketing Apps Vendors Matrix
Demand Metric’s Interactive Marketing Apps Vendors
Matrix reviews the key solutions in the emerging market
space for interactive applications as a marketing tool.
VIEW RESOURCE
DEMAND GENERATION BEST PRACTICES GUIDE 12
DEMAND GENERATION BEST PRACTICES GUIDE
Online Event Marketing Technology
Overview
Demand Metric’s Online Event Marketing Technology
Overview covers the features of Online Event Marketing
solutions, as well as a summary of how the Online Event
Marketing landscape will evolve over the next year.
ONLINE EVENT
MARKETING VIEW RESOURCE
TECHNOLOGY OVERVIEW
Predictive Marketing Analytics Vendors Matrix
Demand Metric’s Predictive Marketing Analytics Vendors
Matrix examines vendors that are stretching the land-
scape for marketing analytics by creating tools that don’t
just analyze past marketing campaigns, but predict which
campaigns will produce the highest ROI potential before
they are even run.
VIEW RESOURCE
DEMAND GENERATION AND THE MMO DEMAND GENERATION BEST PRACTICES GUIDE 13

The Modern Marketing Organization

Demand Metric defines the Modern Marketing Organization (MMO) as At Level 1, the marketing organization is viewed as a Cost Center,
driving the revenue of the company through the acquisition, engagement, primarily responsible for sales support with few resources and no way to
development, and maintenance of long-term, cost effective relationships effectively show its contribution to revenue.
with customers.
As the organization progresses in maturity through Level 2 (Neutral)
In brief, the MMO has responsibility for sustained revenue generation, and Level 3 (Contributor), it is able to provide evidence for its increasing
Sales Enablement, and authority over all of the processes, technologies, revenue contribution through metrics that justify marketing spend and
tools, and talent that support the “customer universe.” That new staff resources.
responsibility for revenue generation is a key driver for Demand
At Level 4 (World Class) the organization has strong executive manage-
Generation to create better digital experiences, which will result in
ment support. It is led by executive support to fully staff and resource
better leads, more sales opportunities, and sustainable customer
the organization for success. Metrics such as Customer Lifetime Value
relationships.
(CLV), Brand Equity measurements, and Customer Cost to Acquire
As Demand Metric’s World Class Marketing Organization Maturity provide quantitative support for marketing’s role.
Model shows (next page), the more mature the organization, the more
it contributes to the overall revenue picture. Demand Metric’s World
Class Marketing Organization Maturity Model examines seven marketing
components across four stages, illustrating common or best practices at
each stage.

For a more detailed look at the MMO, please download our

How-To Guide: The Modern Marketing Organization. VIEW RESOURCE
 WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
LEVEL 4 - Profit Center
LEVEL 3 - Revenue Contributor
LEVEL 2 - Revenue Neutral
World Class
Marketing LEVEL 1 - Cost Center
Organization
Marketing plan aligned with and
Working from a strategic marketing drives business planning
plan and campaign plans
Still reactive, some campaign plan-
Orientation Very reactive, operational, not ning, no strategic plan
strategic, no plan

CMO, VPs, Directors, Managers

Leadership
No senior leadership in
Marketing, possibly a Manager
VP, Director of Marketing, and Program Managers
Director of Marketing, with Program Managers
Project or Program Managers

CMO compensation tied

Job descriptions & performance to revenue & marketing
Basic job descriptions in place reviews done regularly performance
Staffing Informal roles & responsibilities, but rarely updated
no job description

Budgeting is connected to
A budget exists and business revenue growth targets
A small budget exists for items cases are created to justify
Budget such as trade shows, etc.
No budget exists, spending is spend
Ad Hoc
 WORLD CLASS
MARKETING ORGANIZATION
Maturity Model
World Class
Marketing
Organization LEVEL 1 - Cost Center LEVEL 2 - Revenue Neutral LEVEL 3 - Revenue Contributor LEVEL 4 - Profit Center

All processes are defined,

Activities are repeatable and All processes are defined and measured, managed, and
Processes No processes, activities done some measurement in place
some processes are defined optimized
ad hoc, reactive in nature

All systems fully integrated,

CRM, marketing automation, with analytics & business intelligence
Systems Legacy customer database or some integration.
Minimal marketing technology CRM system, email marketing
in place

Cost per lead (CPL), renewal Customer lifetime value (CLV),

No metrics or a focus on adver-
Metrics
tising: # of impressions, # of ads
Operational metrics such brand equity, cost to acquire, ROI
rate %, # of sales qualified leads
as open rates, click-thrus,
created
registrations

Source of revenue, strategic

Executive Cost-center, sales support Cost-center, flashes of brilliance functiom
Perspective Cost-center, not a strategic
function function
of Marketing

Want to rate your organization’s World Class Marketing maturity with an

interactive tool? Download our World Class Marketing Assessment VIEW RESOURCE
and get started today!
DEMAND GENERATION LANDSCAPE DEMAND GENERATION BEST PRACTICES GUIDE 16

Demand Generation Landscape

Playing Field
As noted previously, this Best Practices Report focuses on the key functional areas for Demand Generation: Email Marketing, Search Engine Optimization
(SEO), Online Advertising, Event Marketing, Interactive Marketing Apps, and Predictive Marketing Analytics. In this section, we summarize our best practice
recommendations and vendor matrices for each category.

Email Marketing
Today, Email Marketing platforms offer a range of features and
functions that extend well beyond the basic design, creation, and
delivery of emails to the subscribers on a list. Most notable are
extensions for social, mobile, and video applications; ecommerce
and online sales; online communities; advanced analytics; and
enterprise platform integration.
Email Marketing is a foundation pillar of Demand Generation.
As noted in the beginning of this report, for many marketing
organizations Email Marketing was their first Demand Gener-
ation activity. Today, World-Class Email Marketing must involve
an integrated email, social, and content strategy, in which email
is personalized and targeted, aligned with centralized asset
management, and aggregated performance metrics.
As Email Marketing evolves, users and customers will become
less tolerant of email that is not directly relevant to their needs
and the stage of their buying journey. The right Email Marketing
strategy combined with the right platform and tools will ensure
that the MMO uses email for optimum marketing success.
Vendors in the Email Marketing market fall into one of five levels
(from Basic to Cutting-Edge as well as Niche) based on the depth
and breadth of their platform and applications, as well as their
ability to manage email across multiple distribution points.

Demand Metric’s Email Marketing Solution Study focuses on EMAIL

MARKETING
vendors offering platforms with a technology infrastructure that Solution Study VIEW RESOURCE
supports multiple applications rather than one-off applications.

Insights, Landscape, & Vendor Analysis

DEMAND GENERATION LANDSCAPE
Search Engine Optimization (SEO)
This vendor landscape focuses on the broader SEO market,
which, as detailed in the SEO Technology Overview, is rapidly
transitioning from basic paid and organic search to an integrated,
multi-channel optimization approach.
Demand Metric has evaluated the solutions in this landscape
by first examining the functions of the standard SEO solution
(as listed below), and then looking at the extended SEO solu-
tion features, which include content management, social signal
tracking, and Enterprise and third-party integrations.
A standard SEO solution incorporates the following features:
Site Monitoring
Keyword Research
Link & Backlink Analysis (acquisition/removal)
Page Optimization & Management
Globalization and Localization (languages, local geos)
Demand Metric’s SEO Vendors Matrix covers the offerings,
features, and strengths of 15 solutions, ranging from solid, basic
platforms for SMBs and mid-market companies to sophisticated
platforms for large, mid-market companies and Enterprises.
DEMAND GENERATION BEST PRACTICES GUIDE 17
The more sophisticated solutions also include content manage-
ment, social signal tracking, and Enterprise integrations.
Content management focuses on content optimization for organic
search. Social signal tracking involves ranking content by evalu-
ating social activity such as likes, tweets, and shares.
Enterprise integrations include connections to CRM, MA, and ERP
systems as well as workflow management functions. There are
some niche vendors in this space offering unique functionality.
SERP (Search Engine Results Page) Rank Tracking
Search Engine Advertising Monitoring
Web Analytics Integration
Reporting
VIEW RESOURCE
DEMAND GENERATION LANDSCAPE DEMAND GENERATION BEST PRACTICES GUIDE 18

Online Advertising
Online Advertising platforms manage the exchange of media Advanced Online Advertising solutions offer features, such as
between the demand side (advertisers) and the supply side (apps, dynamic creative optimization, to create new ad creatives in
websites) for video, display, social, and mobile advertising. Given real-time and deeply personal retargeting that goes beyond
the speed and fluidity of the Online Advertising market, many retargeting just the company or brand to serve actual products
advertisers have turned to Demand Side Platforms (DSPs) that previously viewed.
automate the purchase of Online Advertising.
Other advanced features include performance management, B2B
Demand Metric’s Technology Overview examines Online Adver- funnel management, web analytics, Enterprise integrations, and
tising platforms and Mobile Advertising platforms, emphasizing advanced attribution and decision systems.
DSPs. Standard features include:
Demand Metric’s Online Advertising Vendors Matrix covers the
Audience Targeting and Retargeting (web, social, mobile) offerings, key features, and unique strengths of 23 vendor solu-
Ad Serving (for display ads, video, mobile, rich media) tions for Website and Mobile Advertising, ranging from solid, basic
solutions for SMBs and mid-market companies to sophisticated,
Ad Versioning (modifying the ad for a market/customer)
broad platforms for large, mid-market companies and Enterprises.
Creative Services (Static and Dynamic)
Campaign Management
Audience Building and Discovery
Cross-device, Cross-platform Ad Integrity
Analytics, Reporting

Review Demand Metric’s Online Advertising Technology ONLINE

Overview to get a full view of the current Online and Mobile ADVERTISING
VIEW RESOURCE
Advertising market, and to gain an understanding of where the
technology is heading in the next 12-18 months. TECHNOLOGY OVERVIEW
DEMAND GENERATION LANDSCAPE DEMAND GENERATION BEST PRACTICES GUIDE 19

Event Marketing
Events are a highly valuable resource for obtaining qualified The purpose of business events is to generate interest in the
leads and encouraging customer engagement. Traditional company’s products, services, and/or brand, and develop rela-
events, such as business meetings, conferences, and trade- tionships between customers, prospects, and vendors.
shows, thrive on the face- to-face interaction that can help to
Functionality ranges from HD audio & video conferencing
develop long-lasting partnerships.
to full-scale virtual events hosted via customizable 2D & 3D
Likewise, the real-time interaction supported by webinars and online environments.
virtual events creates personalized experiences for customers
This report contains a compilation of standard, advanced, and
and prospects that enable relationship building.
cutting-edge features available within the space.
Events, for organizations, are considered to be any gathering
that is planned and executed in order to attract attention from
the organization’s target audience.

Our Online Event Marketing Technology Overview focuses ONLINE EVENT

on vendors that offer solutions for web conferencing, MARKETING VIEW RESOURCE
webcasting, webinars, and virtual events and environments.
TECHNOLOGY OVERVIEW
DEMAND GENERATION LANDSCAPE DEMAND GENERATION BEST PRACTICES GUIDE 20

Marketing Apps
Marketing Apps are a new breed of Demand Generation tool Marketing Apps platforms should include the following primary
based around engagement. A traditional approach to Demand features and functions:
Generation is focused on creating interest, need, or desire through
Interactive Content Development & Delivery
compelling content, advertising, events, or offers. Marketing Apps
Extensive Design Template Library (for building apps)
focus on creating demand through interactive engagement.
Design Tools (to create customized apps)
Marketing Apps offer an interactive, web experience with marketing
Customer Segmentation & Targeting (to focus marketing efforts)
content. This may include gamification (contests, quizzes, games),
Personalization features (tags, grades, or flags)
learning or education tools (configurator, calculator, wizard, assess-
ment tool), or personalization (profile analyzer, virtual dressing Alerting Functions (for lead generation)
room). Whatever the approach, the goal is the same: exchange CRM, MA, & Enterprise-level Integrations
static, passive content consumption with engaged interaction. eCommerce Support

To be effective Marketing Apps should: Analytics (for tracking and measuring responses and results)

Be informative and entertaining.

Be challenging, as with contests, games, votes, quizzes.
Provide a personalized, brand experience.
Be useful.
Encourage sharing and social behavior.

In Demand Metric’s Interactive Marketing Apps Vendors Matrix,

we examine the top performing Marketing Apps platforms, which VIEW RESOURCE
are Ceros, ion interactive, Offerpop, SnapApp, and Wishpond.
DEMAND GENERATION LANDSCAPE DEMAND GENERATION BEST PRACTICES GUIDE 21

Predictive Marketing Analytics

Marketers have a multitude of options when it comes to analytics.
Options include legacy, Enterprise data mining solutions (IBM,
SAP, SPSS and TIBCO); Deep dive, business intelligence systems
(Alteryx, Information Builders, Pyramid Analytics and Salford
Systems); and newer, Big Data analytics and data visualization
players (Revolution Analytics, Tableau and Angoss).
As good as all these systems are, they have two challenges for
marketers:
Enter a new breed of analytics companies and solutions
focused on Predictive Marketing. What sets these vendors apart
is their ability to collect and analyze volumes of data to provide
insights into how a marketing campaign will perform before it is
launched. With that knowledge, marketers can allocate budget
and resources for the highest value ROI with more confidence
and a better view into optimal marketing performance.
Predictive Marketing Analytics platforms should include:

They are focused on Enterprise business intelligence, of Customized lead capture

1
which the marketing organization is just one part. Sophisticated scoring models

They often require legends of business analysts and Customizable scoring capability
2
programmers to provide the information marketers need. Model transparency – to see raw data insights, not just end score
Suggest or prescribe new actions
Marketing Automation solutions from Marketo, Oracle, Sales-
Integration of private, public, and third-party data
force, and others include historical marketing analytics that offer
CRM, MA, enterprise integration
insights and help marketers fine tune the next campaign. There
are also solution-specific analytics vendors (WebTrends for web Visualization Dashboard
analytics and Lattice Engines, InsideView, and Squirro for sales
intelligence). However, the speed of marketing decision-making
today depends on better, faster, more actionable information.
Even “real-time” data insights are not enough.

In Demand Metric’s Predictive Marketing Analytics Vendors

Matrix, six vendors have been reviewed that are leading the
charge in Predictive Marketing Analytics. Use this matrix to iden-
VIEW RESOURCE
tify the best solution for your organization.
DEMAND GENERATION LANDSCAPE
CRM
Demand Metric defines Customer Relationship Management
as the strategies, processes, tools, and technologies to
develop, manage, and support customer interactions,
relationships, and experiences across the organization.
At their most basic, CRM systems support sales, marketing,
and customer service functions. Advanced Enterprise CRM
systems now support the entire customer relationship,
including activities and interactions from the back office to
social communities.
The primary benefits of CRM are associated with the
three functional areas these systems support – sales,
marketing, and customer service.
As CRM systems have evolved over the last decade, many
CRM solutions have expanded beyond sales, marketing, and
customer service to include: channel/partner management,
field service, ecommerce integration, sales/business
intelligence, and customer data management.
DEMAND GENERATION BEST PRACTICES GUIDE 22
Marketing Automation
Demand Metric defines Marketing Automation (MA) as
the strategies, processes, and software technology that
enable marketing departments to automate, measure, and
improve the performance of marketing strategies, activi-
ties, and workflows.
These strategies and activities include: Email Marketing, Multi-
channel Campaign Management, Inbound/Search Marketing,
Landing Pages, Lead Generation, Lead Management, Lead
Scoring, Lead Nurturing, Social Marketing, Marketing Resource
Management, Event Management, Engagement Marketing,
and Marketing Analytics.
While the most advanced and sophisticated marketing
automation systems have extending capabilities far
beyond this base, these functions are core to a Marketing
Automation system.
As with the CRM space, the MA Landscape has matured
rapidly in the last five years. Solutions that began to auto-
mate basic marketing tasks have evolved into lead lifecycle
management systems and total customer engagement
systems. They have grown from offering marketing support
to driving revenue performance management supported by
analytics that measure ROI throughout the customer lifecycle.
DEMAND GENERATION ROLES MATRIX DEMAND GENERATION BEST PRACTICES GUIDE 23

Demand Generation Roles Matrix

Our Demand Generation Roles Matrix (page 25) provides a complete 5
view of the roles, responsibilities, processes, technology, content, and
metrics related to Demand Generation. 4

Use this roles matrix:

1 As an ASSESSMENT tool to evaluate how your organization has 3

allocated its roles and responsibilities.

2 To BENCHMARK processes to determine if you have the best 2

processes in place for each role; to identify gaps and create new
processes as needed. 1

3 To EVALUATE vendors, solutions, and technology to ensure each

role is adequately equipped to perform their tasks.

4 As a GUIDE to know what kind of content to develop and deliver

for each phase of Demand Generation.

5 To MEASURE the performance of each role based on achieve-

ment to optimize responsibilities for peak performance.
DEMAND GENERATION ROLES MATRIX
Each role in the roles matrix has responsibilities that are supported by processes and enabled by the technology that drives the content. Roles, then,
use the metrics to measure results and improve processes for the next level. Below is a deep dive into four roles discussed within the roles matrix:
Demand Generation
Demand Generation is responsible for Demand/Lead
Gen Strategy, Inbound/Outbound Marketing, and Sales
Opportunity Management. Demand Gen relies on MA,
Email Marketing, Event Marketing, and Marketing Apps
platforms to produce content for advertising, SEO, email,
webinars, and live and virtual events.
Content Marketing
Content Marketing is responsible for content creation,
curation, and distribution across the web, social, and
mobile channels. Content marketers rely on Web Content
Management (WCM), MA, content publishing, blogging,
and curation tools to produce websites, blogs, whitepa-
pers, eBooks, infographics, podcasts, and videos. Many
are now also turning to Marketing Apps platforms for a
higher level of engagement through content.
DEMAND GENERATION BEST PRACTICES GUIDE 24
Event Marketing
Event Marketing is responsible for producing virtual
events, webinars & webcasts, conferences, and trade-
shows. Event marketers rely on Event Marketing and
Management, survey and chat, and Marketing Apps
platforms to create event presentations, webinars,
virtual environments, promos, and marketing collateral
for events.
Search Engine Management
Search Engine Management: (SEM) is responsible for SEO,
PPC, and paid and organic search. SEO Managers rely on
WCM, SEO, and Web Development platforms to produce
content for PPC, paid and organic search campaigns,
and landing pages.
DEMAND GENERATION ROLES MATRIX DEMAND GENERATION BEST PRACTICES GUIDE 25

Demand Metric’s Demand Generation Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Revenue Accountability Budgeting & Planning Web Content Management (WCM) Thought Leadership Blog Revenue by Channel
Senior Management Staffing & Channel Management Reviews & Coaching CRM Systems Webinar Presentations Customer Lifetime Value, NPS
Reporting to CEO/Board Recruitment & Retention Marketing Automation Platforms Conference Keynotes Return on Customer (ROC)

Brand Strategy Marketing Budget WCM Platforms Data Sheets, Whitepapers Market Share, Profitability
Strategic
Digital Marketing Strategy Agency Management Content Marketing Platforms Competitive Analysis Brand Equity
Communications
Social/Mobile Marketing Strategy Communications Management Social Media Platform Case Studies/Testimonials Content Usage

Demand/Lead Gen Strategy Advertising/Sponsorship Marketing Automation/Email Advertising/SEO Campaign ROI, Email Metrics
Demand Generation Inbound/Outbound Marketing Lead Generation Event Management Platforms Email Campaigns Marketing Qualified Leads
Sales Opportunity Management Tradeshows & Webinars Marketing Apps Platforms Webinars Contribution to Pipeline

Web Content Management Content Creation WCM, MA, & Marketing Apps Website & Blogs Content Views, Links Earned
Content Marketing Content Marketing Campaign Analysis Blogging & Video Marketing Whitepapers, eBooks Content Conversion
Content Distribution Content Scoring Content Marketing & Distribution Infographics, Podcasts, Videos Content Published

Virtual Events Online Event & Booth Design Event Marketing & Management Event Presentations & Webinars Webinar & Content Views
Event Marketing Webinars & Webcasting Audio/Video Web Conferencing Survey & Chat Platforms Virtual Environments Host & Sponsor Booth Visits
Conferences & Tradeshows Meeting Recording & Publishing Marketing Apps Platforms Promos & Marketing Collateral Avg. Time Spent in Environment

Search Engine Optimization Site Monitoring, Keyword Search WCM Platforms Keywords, Meta Content, & Tags Keyword Performance
SEO Management PPC & Paid Search Link Management SEO Platforms PPC Conversion Copy Links & Backlinks
Organic Search Page Optimization, Analytics Web Development Platforms Landing Pages Traffic & Conversion Metrics

Campaign Management Campaign Development CRM, MA, & Email Platforms Campaign & Advertising Content Campaign ROI, Email Metrics
Campaign Manager Online Advertising Monitoring & Measurement Online Advertising, Marketing Apps Email & Social Content Marketing Qualified Leads
Account-based Marketing, Sales Advertising Management Predictive Analytics Campaign Budgets Contribution to Pipeline

Database Marketing Product & Program Launch CRM & Marketing Automation Sales Sheets Avg. Revenue per User
Product Manager Marketing Apps Product Positioning Marketing Apps Platform Sales Presentations Avg. Order Value
Analytics & Metrics Product & Program Assessment Dashboard, Predictive Analytics Competitive Analysis Conversion & Renewal Rates
DEMAND GENERATION ROLES MATRIX
Technology Focus
Each of the technology/vendor solutions categories is represented in the Demand Generation Roles Matrix, as follows:
Email Marketing
Driven by the Demand Generation Manager, Email
Marketing platforms are used to develop and nurture
leads for sales opportunities, inbound & outbound
marketing, and event lead follow-up. Other roles contrib-
uting content for Email Marketing include Strategic
Communications, Content Marketing, Event Marketing,
and the Campaign Manager. Email Marketing metrics
include campaign ROI, email metrics, Marketing Quali-
fied Leads (MQLs), and contribution to pipeline.
Online Advertising
Driven by the Campaign Manager, Online Advertising plat-
forms are used by the Demand Gen team for campaign
development and advertising management to increase
brand awareness, provide top of funnel leads, and to drive
MQLs. Other roles that use Online Advertising platforms are
Event Marketing and SEM. Metrics for Online Advertising
include PPC, campaign ROI, and contribution to pipeline.
DEMAND GENERATION BEST PRACTICES GUIDE 26
Search Engine Optimization
Driven by the Search Engine Manager, SEO platforms
are used to optimize SEO for site monitoring, keyword
search, link management, and web/landing page optimi-
zation. Other roles contributing to SEO are Demand Gen
and Campaign Managers. SEO metrics include keyword
performance links, backlinks traffic, conversion metrics,
and competitive rankings.
Event Marketing
Driven by the Event Marketing Manager, Event Marketing
platforms are used to manage live and online events for
logistics, booth design, registration, sponsorship, exhibits,
content, presentations, attendee follow-up, and success
metrics. Other roles contributing to Event Marketing are
Demand Gen, Content Marketing, and SEO. Metrics for
Event Marketing include webinar and content views, host
& sponsor booth visits, and average time spent in an
environment.
DEMAND GENERATION ROLES MATRIX
Interactive Marketing Apps
Driven by the Demand Generation team and supported
by the Product Manager, Marketing Apps are used
for lead generation, demand campaigns, and Event
Marketing to create interactive web, social, and mobile
content. Other roles using Marketing Apps platforms
include Content and Event Marketing and the Campaign
Manager. Metrics for Marketing Apps include campaign
ROI, content views, and content conversion.
Predictive Marketing Analytics
Driven by the Product Manager, Predictive Marketing
Analytics provide the opportunity for better lead scoring,
conversion, and product positioning. Other roles utilizing
Predictive Marketing Analytics are Demand Generation,
Content Marketing, and the Campaign Manager. Metrics
include campaign ROI, MQLs and contribution to pipeline.
DEMAND GENERATION BEST PRACTICES GUIDE 27
CRM
Driven by the Senior Management, Customer Relation-
ship Management (CRM) platforms are used to manage
and store up-to-date records and data for every prospect,
lead, and customer an organization has encountered with
the goal of using this data to inform sales and marketing
teams on appropriate next actions to take. Other roles
contributing to CRM are the Campaign Manager and
Product Manager. CRM metrics include avg. revenue per
user and customer lifetime value.
Marketing Automation
Driven by the Demand Generation Manager, Marketing
Automation platforms are used to track the engagement
of every prospect, lead, or customer and maximize the
effectiveness of their experience based on their behavior.
Other roles contributing to Marketing Automation are
Senior Management, as well as the Campaign, Product,
and Content Marketing managers. Marketing Automation
metrics include return on customer (ROC), marketing qual-
ified leads, and content views.
DEMAND GENERATION MATURITY MODEL
Demand Generation Maturity Model
As our Demand Generation Maturity Model (Page 29) illustrates, organiza-
tions moving from a lack of experience with Demand Generation to those
which fully embrace it must consider six key components. These are:
Orientation: The posture the organization takes toward the discipline
of Demand Generation and its importance to the organization for
marketing, sales, and revenue generation.
Leadership: The view of executive/senior management toward the
role Demand Generation plays in driving sales, revenue, and profits;
its inherent value to the company.
Tools and Platforms: The tools and platforms used to create, deploy,
manage, and measure Demand Generation initiatives.
Demand Generation: How well the organization performs in this core
attribute of Demand Generation.
Budget & Staff: How well Demand Generation is resourced with time,
talent, tools, money, and authority.
Metrics: How Demand Generation initiatives and campaigns are
tracked, measured, managed, and reported.
DEMAND GENERATION BEST PRACTICES GUIDE 28
The move from Stage 1 (Ad Hoc) to Stage 4 (World-Class) is characterized
by the following best practices:
Level of Commitment
The strength of the commitment and the focus on excellence in
Demand Gen initiatives and campaigns drives other best practices.
Planning
The ability to create strategies, goals, objectives, and KPIs
for every aspect of their Demand Generation effort.
Processes
Capabilities to develop implementable and measurable
processes for each planning phase of Demand Gen.
Resources
The ability to ensure that sufficient resources (time, tools,
money) exist for each initiative and campaign.
Management
The ability to effectively manage the change, progress, and
results of their Demand Generation efforts.
 DEMAND GENERATION
Maturity Model
Demand STAGE 1 - Undefined
Generation
No defined strategy or process for
Orientation Demand Generation; Prioritizes Sales
over Marketing activities
No focused Demand Generation
Leadership
initiative; Focuses on Lead Generation
rather than Demand Generation; Priori-
tizes Sales over Marketing
Development stage with point tools
Tools & for Email, Content, and Social Media
Marketing; Organization uses paid
Platforms
search or PPC advertising; Utilizes
basic SEO for website & landing page
optimization
STAGE 2 - Progressive
Defined strategy and processes
for Demand Generation exist in the
marketing organization as part of overall
marketing strategy
Demand Generation initiative in place;
A dedicated program and Campaign
Managers for Demand Generation exist
Utilizes platforms that perform specific
functions with coordinated tools,
applications, and workflows for email,
content, & SEO
STAGE 3 - Mature
Defined strategy and processes exist for
Demand Generation within the Enterprise
as a key sales and revenue driver
VP or Director of Demand Generation with
budget, staff, and resources exists; Long-
term executive commitment
Key platforms (content, email, online
event, SEO, and advertising) have been
implemented and are connected to each
other as well as to CRM, Marketing Auto-
mation systems
STAGE 4 - World-Class
Defined, integrated strategy for
Demand Generation exists across the
Enterprise; Campaigns are tracked and
measured by level of engagement and
revenue impact
Views Demand Generation as a
strategic, core capability for building
a Modern Marketing Center of Excel-
lence (MMCoE); Strategies, processes
and KPIs for Demand Gen are in place
All Demand Generation platforms are
integrated into a comprehensive Digital
Marketing platform with tight integra-
tion to CRM, Marketing Automation,
and other Enterprise-level systems
 DEMAND GENERATION
Maturity Model
Demand
Generation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Convergence of content, social, mobile, An integrated, Enterprise-wide Demand

Relies on website landing pages with
limited content targeting; No formal
Demand content, email, or social campaign
strategy exists; Organization uses paid
Generation
search or PPC advertising and utilizes
basic SEO; Focuses on traditional
tradeshow marketing
Demand Generation campaigns feed
and video experiences to create full digital Generation platform with personalized
Lead Generation through a coor-
experiences for conversion and sales & localized content has been imple-
dinated lead qualification process
opportunities; Mature SEO processes mented and is delivered via email,
through email, traditional & online
SEO, Online Advertising, and Marketing
events, content, SEO, and Online are in place; A solid investment in Online
Advertising and virtual events exists Apps; Manages the success of Demand
Advertising
Gen by measuring and improving ROI

A budget supported by a business case Demand Generation budget is

Budget has been allocated for Demand connected to marketing goals; Organi-
No budget allocated for Demand has been developed to justify project &
Generation; Defined roles and respon- zation is aligned for maximum impact of
Budget & Generation; Staff is contracted or at the program spending; Dedicated Demand
sibilities have also been established for Demand Gen
Staff Coordinator level and is focused on Gen roles have been established and are
Demand Gen
Lead Generation key to the marketing team and overall
strategy

Enterprise-wide dashboard with visual

No formal measurements are in place or
metrics are focused only on paid search
Metrics
and PPC leads
Operational metrics to monitor and
track performance of SEO, Online
Advertising, Email, and Content
Marketing campaigns; Metrics may
include email click-thrus, content views
& downloads, keyword performance,
# of links & backlinks, etc.
Organization uses dashboard metrics
representation of user acquisition,
by each Demand Gen platform,
scoring, and engagement by behavior,
including online events; Limited CRM
experience, brand reach, etc.; Metrics
& MA integration exists; Analytics may
may include campaign conversion &
include lead scoring and qualification
ROI, contribution to pipeline, prospect/
metrics, webinar views, average time
customer level of engagement, etc.
spent in virtual environments, etc.

Want to rate your organization’s Demand Generation

maturity with an interactive tool? Download our Demand VIEW RESOURCE
Generation Maturity Assessment and get started today!
ANALYST BOTTOM LINE
Analyst Bottom Line
Demand Generation is a critical top of funnel activity for all
digital marketers, and the fundamentals of Demand Generation
are changing rapidly. It’s no longer enough to rely on web traffic,
PPC ads, and Email Marketing to create demand for your products
and services.
As our Demand Generation Maturity Model clearly shows, World-
Class marketing organizations must embrace Demand Generation
as a full-funnel, Enterprise-wide initiative. Executive Management
must view Demand Generation as a core capability for creating
a Modern Marketing Center of Excellence (MMCoE), and ensure
that adequate strategies, processes, and KPIs are developed,
and that appropriate staff and budget resources are allocated.
DEMAND GENERATION BEST PRACTICES GUIDE 31
Demand Generation teams must focus on creating an integrated,
Enterprise-wide platform approach that facilitates the develop-
ment of personalized and localized content. Teams must be able
to create measurable demand through all channels via Email, SEO,
Online Advertising, and Marketing Apps.
Demand Metric’s Demand Generation Roles Matrix
and Demand Generation Maturity Model, along with
the outlined Action Plan, can provide your MMO with
the best practices, strategies, and tools you need to
make your team’s Demand Generation goals a reality.
THE EVOLUTION OF SHOPPER MARKETING DEMAND GENERATION BEST PRACTICES GUIDE 32

D E M A N D G E N E R AT I O N
ACTION PLAN
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 33

1 Follow

2 Review Follow Proven Best Practices to Demand

Generation Success
3 Build
Follow our Demand Generation Program Playbook to develop
and implement a Demand Generation strategy that provides a
4 Organize
steady flow of qualified, engaged leads for your sales team.

5 Plan

6 Identify VIEW RESOURCE

7 Begin

8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 34

1 Follow

Review our Maturity Model and Assessment

2 Review
to Identify Demand Generation Maturity
3 Build
Review our Demand Generation Maturity Model and complete
our Demand Generation Maturity Assessment to identify how
4 Organize
your organization stacks up in this focus area.

As you prepare for adding the technology required you should also
5 Plan leverage these additional assessments: CRM Maturity Assess-
ment Tool and Marketing Automation Maturity Assessment.

6 Identify

7 Begin
VIEW RESOURCE

8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 35

1 Follow

2 Review Build a Business Case for your Demand

Generation Initiatives

3 Build
Build a business case for your Demand Generation initiatives
with our Business Case Template.
4 Organize
To assist the writing within your business case, leverage our
Are You Prepared for CRM? and Implementing a Marketing
5 Plan Automation Solution How-To Guides.

6 Identify

VIEW RESOURCE
7 Begin

8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 36

1 Follow

2 Review Organize your Company’s Structure for

Demand Generation
3 Build
Use our Demand Generation Roles Matrix to standardize roles

4 Organize and duties for Demand Generation.

5 Plan

VIEW RESOURCE
6 Identify

7 Begin

8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 37

1 Follow

2 Review Develop and Track your Program Progress

with a Strong Plan
3 Build
Develop and track your program progress with a solid 12-18 month
plan for your Demand Generation programs with our Demand
4 Organize
Generation Strategy Workbook.

5
In addition to your demand generation planning, leverage these
Plan related workbooks to focus even further on your CRM Program
Strategy and Marketing Automation Strategy.

6 Identify

7 Begin
VIEW RESOURCE

8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 38

1 Follow

2 Review Identify the Key Players in each Demand

Generation Technology Space
3 Build
To identify the key players in each Demand Generation tech-
nology space, we have already begun this process for you by
4 Organize
researching a multitude of quality vendors.

You can review these vendors with:

5 Plan
Email Marketing Vendors Matrix
Interactive Marketing Apps Vendors Matrix

6 Identify Online Advertising Vendors Matrix

Online Event Marketing Vendors Matrix
Predictive Marketing Analytics Vendors Matrix
7 Begin
CRM Vendors Matrix
Marketing Automation Vendors Matrix
8 Utilize SEO Vendors Matrix.

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 39

1 Follow

2 Review Begin the Process of Selecting a Vendor to

Assist you with Demand Generation
3 Build
Use our series of RFP templates created specifically for Demand
Generation, which are:
4 Organize
Email Marketing System RFP
Online Advertising System RFP
5 Plan CRM System RFP
Marketing Automation System RFP

6 Identify Online Event Marketing System RFP

SEO System RFP

7 Begin

VIEW RESOURCE
8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 40

1 Follow

2 Review Leverage our Vendor Evaluations to Select the

Best Vendors for your Organization
3 Build
Utilize our series of vendor evaluations for Demand Generation in
order to select the vendor that best fits your needs.
4 Organize
Our vendor evaluations for this focus area are as follows:
Email Marketing Vendor Evaluation
5 Plan
Marketing Automation Vendor Evaluation
CRM Vendor Evaluation
6 Identify Online Advertising Vendor Evaluation
Online Event Marketing Vendor Evaluation

7 Begin SEO Vendor Evaluation

8 Utilize
VIEW RESOURCE

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 41

1 Follow

2 Review Develop an Education/Training Plan for all

Affected Personnel
3 Build
Develop an education/training plan for all affected personnel: Senior/
Executive Management, Marketing, Sales, Customer Success, etc.
4 Organize
Our Demand Generation Training Course goes from fundamental
concepts, including marketing automation and CRM integration,
5 Plan to advanced implementation of lead nurturing and scoring.

6 Identify

S TA R T L E A R N I N G
7 Begin

8 Utilize

9 Train

10  Measure
ACTION PLAN DEMAND GENERATION BEST PRACTICES GUIDE 42

1 Follow

2 Review Measure the Success of your Initiatives and

Programs
3 Build
Measure the success of your Demand Generation initiatives and
programs with our Demand Generation Metrics Dashboard.
4 Organize

5 Plan

VIEW RESOURCE
6 Identify

7 Begin

8 Utilize

9 Train

10  Measure
ABOUT DEMAND METRIC DEMAND GENERATION BEST PRACTICES GUIDE 43

About Demand Metric

Demand Metric provides Agile Marketing software powered

by 1,000+ practical tools and resources to help our members
complete their work faster and with more confidence.
Our community of 125,000+ global members is composed of
CEOs and business owners, marketing consultants and agen-
cies, marketing executives and managers, and professionals
who specialize in: product management, marketing operations,
sales enablement, customer engagement, demand genera-
tion, content marketing, project management, account-based
marketing, and other disciplines.
To learn more about Demand Metric, sign up for a free member- VIEW WEBSITE
ship at: www.demandmetric.com
THE EVOLUTION OF SHOPPER MARKETING DEMAND GENERATION BEST PRACTICES GUIDE 44

© Demand Metric Research Corporation.

All Rights Reserved.

www.demandmetric.com

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