- Gather Insight
Data Mining
Market Research
- Target Markets
- Internal and External
- Factor Profilesl
- Relative Targeting
- Understand Buyers
- Persona Profiles
- Buyers Journey Mapping
- Plan Campaigns
- Messaging Strategy
- Offer Strategy
- Tactics and Touch Strategy
- Information Collection Strategy
- Choose Function
- Build Reputation ("Seeding")
- Create Demand
- Enable Sales
- Accelerate Pipeline
- Nurture Leads
- Optimize Tactics
- Interactive
- Direct
- Teleservices
- Develop Creative
- Data Mining
- Market Research
- Create Content
- Thought Leadership
- Interactive Experiences
- Calculators and Sales Tools
- Leverage Data
- Affinity List Sourcing
- Data Quality Improvement
- Data Mining & Analytics
- Launch System
- SmartStart
- SmartXchange
- Manage Process
- Contact Management
- Lead Management
- Campaign Management
- Marketing Measurement
Depending on your needs, LIFT’s expertise and experience is in developing high-performance campaigns across all five best-in-class demand creation marketing functions.
Build reputation (“seeding”)
Long before an offer is extended into a market, best-in-class marketers conduct a process called seeding, or building reputation, to set the stage for demand creation to begin. Seeding is done in two ways, according to SiriusDecisions.
- LIFT can help marketers plant seeds directly – target the watering holes that prospects visit to drive awareness around core issues that will be marketed.
- LIFT can help marketers plant seeds indirectly – targeting sources of influence on your prospects to get them on-board with the issues that you will be marketing
Specific programs and tactics that support seeding include: branding; high-level advertising (online and traditional); search marketing (organic and paid); thought leadership (for example, content syndication); social media (for example, blogs, online communities); analyst relations, public relations and events.
Create Demand
Once seeding has been accomplished, the process of demand creation begins: leads (not merely those who respond to an offer) are defined and identified by collaboration between marketing and sales. Marketing automation platforms score parameters and marketing qualified leads (MQLs) are born.
Leads are defined
and identified by collaboration between marketing and sales.
The focus is on quality, rather than quantity. And the collaboration between internal teams (including product marketing, the demand centre, field marketing and the web) — with the goal of developing programs for lead generation, referral, cross/upsell, resell, win back and loyalty/rewards — cannot be overstated.
Enable Sales
Best-in-class marketers know that long-term marketing success involves enabling the sale force to close quality leads, especially by increasing the productivity of reps. LIFT helps marketers to support sales with channel programs (to partners, through partner and for partner); tools (including customer intelligence to customized sales collateral and calculators); and subject matter experts tailored for prospects at the right time in the buying cycle.
Accelerate Pipeline
This function is the application of specific programs and materials to prospects that have stalled at various stages in the pipeline. Slower sales cycles need not plague your organization. LIFT acts as an outsourced demand centre, leveraging demand creation best practices in data modeling and telemarketing to fill the top of the pipeline with prequalified leads; and to identify where prospects are stalled, why and how to create customized offers that speed leads from the bottom end up of the pipeline through to a close.
Nurture Leads
How organizations deal with straggling leads — force them forward or forget about them — can make the difference between an improved bottom line and a negative one. There are three types of core nurturing (pre-marketing qualified lead; recycled; and reconstituted), according to demand generation best practices of SiriusDecisions. LIFT is equipped to help you establish a true lead nurturing strategy for various categories of leads with collaboration between the demand centre, teleprospecting, field marketing, product marketing, AR/PR, and web teams.