{"id":454,"date":"2020-10-01T18:58:10","date_gmt":"2020-10-01T18:58:10","guid":{"rendered":"https:\/\/blog.kylas.io\/?p=454"},"modified":"2023-08-03T17:06:59","modified_gmt":"2023-08-03T11:36:59","slug":"demand-generation-101-for-sales-professionals","status":"publish","type":"post","link":"https:\/\/kylas.io\/en\/sales-effectiveness\/sales-strategy\/demand-generation-101-for-sales-professionals","title":{"rendered":"Demand Generation 101 for Sales Professionals"},"content":{"rendered":"\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As you see the words \u2018demand generation\u2019 you\u2019re probably thinking, <em>\u201cWait a minute. Won\u2019t the Marketing Team be helping me in this?\u201d<\/em> <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When it comes to demand generation, collaboration between marketing and sales is key \u2013 as a salesperson, you need to be well acquainted with the concept so you can do justice to your part in it.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is Demand Generation?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Just as it sounds, demand generation focuses on the generation of demand for your business\u2019 products or services. While that sounds awfully close to lead generation, it\u2019s not quite the same. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Here\u2019s why-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Demand Generation vs Lead Generation<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It is easy to get mixed up between lead generation and demand generation. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The process of lead generation involves the marketing team using paid &amp; organic methods to generate as many leads as possible for the business, which they then pass on to the sales team to qualify. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You could even face a situation where most of the leads simply don\u2019t qualify for sales.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">With demand generation, the marketing and sales teams work together \u2013 first identifying ideal prospective clients, who may or may not even know they have a need for your product\/service. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The process then involves targeting and nurturing those prospective clients until they become leads, sales qualified prospects and then customers. Hence, for demand generation, sales and marketing teams have to work together.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Why Resort to Demand Generation?<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As you might have guessed from the discussion above, demand generation is a lengthier process than lead generation and requires more collaboration and collective effort as well. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, you do end up with prospects that are sales qualified, saving all the time and effort of sorting through lead lists for quality prospects.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">With those basics in place, let\u2019s move into the how of the concept.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">What Sort of Activities Does the Strategy Include?<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Since demand generation involves working closely with marketing, the first step of the process will be taken by the marketing team before you come in on behalf of sales. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Here\u2019s a list of some demand generation activities and how they are split between the two teams-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<style>\n.row-1 {\n    min-height: 206px !important;\n}\n\n.row-4 {\n    min-height: 330px !important;\n}\n.infographic-row {\n    padding: 25px;\n    text-align: center;\n    background-color: #4d4d4d;\n    color: #fff;\n    text-transform: uppercase;\n}\n\n.infographic-title {\n    text-align: center;\n    padding: 25px;\n}\n\n.infographic-row-blue {\n    padding: 25px;\n    color: #fff;\n    background-color: #184f9a;\n    min-height: 305px;\n}\n\n.infographic-row-blue .infographic-row-title {\n    border-bottom: solid 1px #fff;\n    text-align: left;\n    padding: 10px;\n    text-transform: uppercase;\n    font-weight: 500;\n}\n\n.infographic-row-white {\n    padding: 25px;\n    color: black;\n    background-color: #fff;\n    min-height: 305px;\n}\n\n.infographic-row-white.infographic-row-title {\n    border-bottom: solid 1px black;\n    text-align: left;\n    padding: 10px;\n    text-transform: uppercase;\n    font-weight: 500;\n}\n\n.infographic-row-white .infographic-row-title {\n    border-bottom: solid 1px #000;\n    text-align: left;\n    padding: 10px;\n     text-transform: uppercase;\n    font-weight: 500;\n}\n\n.infographic-section.row {\n    background-color: #f1f1f1;\n    padding: 14px;\n}\n.infographic-row-blue p {\n    padding-top: 10px;\n}\n\n.infographic-row-white p {\n    padding-top: 10px;\n}\n@media only screen and (device-width: 768px) {\n  .infographic-row-blue{\n    min-height: 355px !important;\n  }\n  .infographic-row-white{\n    min-height: 355px !important;\n  }\n}\n<\/style>\n<div class=\"infographic-section row\">\n\t<div class=\"col-12 infographic-row\">\n\t  <strong>The demand-generation approach to marketing &amp; sales<\/strong>\n\t<\/div>\n\t<div class=\"col-12  infographic-title\">\n\t\t<strong>Email Marketing<\/strong>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-blue row-1\">\n\t\t<div class=\"infographic-row-title\">The marketing team<\/div>\n\t\t<p>Creates lead generation touchpoints (such as newsletter sign ups on the website) <\/p>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-white row-1\">\n\t\t<div class=\"infographic-row-title\">You (the sales team)<\/div>\n\t\t<p>Step in to help create the right nurturing flow  and consequent  emails that will encourage the lead to move further down the sales funnel<\/p>\n\t<\/div>\n\t<div class=\"col-12  infographic-title\">\n\t\t<strong>Referral Marketing<\/strong>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-white row-2\">\n\t\t<div class=\"infographic-row-title\">You (the sales team)<\/div>\n\t\t<p>Identify satisfied customers that would be willing to refer your products\/services to their friends &amp; family, and reach out to them  via call or email \u2013 offering an incentive always  acts as motivation, even when you don\u2019t  expect it to!<\/p>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-blue row-2\">\n\t\t<div class=\"infographic-row-title\">The marketing team<\/div>\n\t\t<p>Steps aside for this one \ud83d\ude0a Once you get the details of people referred by your customers, you can simply reach out to them  via call or email directly&#8230;no marketing required, just good old convincing on your part!<\/p>\n\t<\/div>\n\t<div class=\"col-12  infographic-title\">\n\t\t<strong>Content Marketing<\/strong>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-blue row-3\">\n\t\t<div class=\"infographic-row-title\">The marketing team<\/div>\n\t\t<p>Creates a lot of content \u2013 blog posts, videos, reports, guides, and more \u2013 and puts it out in front of audiences likely to be prospects.  This content acts as a hook to draw in leads that may or may not be qualified for sales. <\/p>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-white row-3\">\n\t\t<div class=\"infographic-row-title\">You (the sales team)<\/div>\n\t\t<p>Your role should start right from the web form &#8211; hold a discussion with the marketing team and the put in your requests for any form fields that may help more easily qualify leads at the outset. Then, create a nurturing flow for leads.<\/p>\n\t<\/div>\n\t<div class=\"col-12  infographic-title\">\n\t\t<strong>Paid Digital Advertising \/ Pay Per Click (PPC)<\/strong>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-white row-4\">\n\t\t<div class=\"infographic-row-title\">You (the sales team)<\/div>\n\t\t<p>1. Give the marketing team insight into satisfied  customers\u2019 demographics &amp; traits that will  help them target exactly the right audiences  online (perhaps with lookalike targeting)<br>2. Create a lead scoring system, lead nurturing flow, drip for emails, SMSes\/Whatsapps, etc.to be sent leads as the marketing team generates them.<\/p>\n\t<\/div>\n\t<div class=\"col-6 col-xs-12 infographic-row-blue row-4\">\n\t\t<div class=\"infographic-row-title\">The marketing team<\/div>\n\t\t<p>Uses your insights from existing customer to run a highly targeted campaign and bring you targeted leads. Where there aren\u2019t any existing customer details, the team will use industry  insights and hypotheses to target highly likely audiences and bring you qualified leads.<\/p>\n\t<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">What Skill-sets Does One Need for It?<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-medium-font-size\" style=\"line-height:1.6\">1. An Understanding of How Marketing Works<\/h4>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You don\u2019t need to be a marketing expert, but you need to understand the scope and basics of marketing activities so you can be more involved in the process and get better results.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-medium-font-size\" style=\"line-height:1.6\">2. An Understanding of Data and Analytics<\/h4>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Understanding engagement data and customer data is a must successful demand generation. You will be closing the loop with feedback and analysis of the leads you nurture, which puts your analytic thinking front and center.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-medium-font-size\" style=\"line-height:1.6\">3. Collaboration &amp; Teamwork<\/h4>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Forget the old stereotypical competitiveness, when it comes to demand generation, marketing and sales need to work hand in hand. In this case, for you to make a commission or hit your goals you need to work with a team.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-medium-font-size\" style=\"line-height:1.6\">4. An Eagerness for Experimentation<\/h4>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">There\u2019s no straight cut formula to demand generation, just as there\u2019s no straight cut formula to sales. While the marketing team will be doing most of the heavy lifting, to begin with, you need to go in with ideas and experiments that will bring you more SQLs.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-vivid-cyan-blue-color has-text-color has-medium-font-size\" style=\"line-height:1.6\">5. A Customer-Centric Mindset<\/h4>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This is something that\u2019s needed in any sales or marketing role, but all the more for demand generation, when you\u2019re constantly trying to predict and shape the <a href=\"https:\/\/kylas.io\/business-growth\/buyers-journey\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">buying journey<\/mark><\/span><\/a> and <span style=\"text-decoration: underline;\"><a href=\"https:\/\/kylas.io\/sales-effectiveness\/lead-generation-small-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">nurture leads<\/a><\/span> into sales.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">How Do You Get Started With Such an Initiative?<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Demand generation includes lead generation, brand building, campaign strategy, inbound marketing, and sales. So, keep in mind that implementing such initiatives is a business decision \u2013 it requires top-down approval, resource planning, budgeting and accountability.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>Here\u2019s the team you need for a successful demand generation strategy-<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li><strong>A manager<\/strong> \u2013 that handles the collaboration and pulls together sales &amp; marketing.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li><strong>A strategist<\/strong> \u2013 to strategize the campaigns and activities, keep a tab on analytics.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li><strong>A creative team<\/strong> \u2013 a copywriter and a designer at the least.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li><strong>A campaign specialist <\/strong>\u2013 to run paid campaigns.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li><strong>A marketing technologist <\/strong>\u2013 or marketing technology such as a CRM.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li><strong>A sales team <\/strong>\u2013 a sales lead and sales executives to handle the segue of responsibility from marketing to sales, provide sales analytics, nurture leads and help constantly improve the quality of leads with insights.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If you\u2019re in a leadership position in sales, you\u2019re in a great position to talk to the management about adopting a collaborative demand generation approach. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Remember, while a lot of the ownership will still lie with the marketing, it\u2019s your &amp; your team\u2019s involvement that truly determines success and sets it apart from the usual lead generation activities.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Kylas Growth Engine is an <a href=\"https:\/\/www.kylas.io\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">easy to use CRM<\/span><\/a> software here to help Growing Businesses, like yours, scale new heights.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As you see the words \u2018demand generation\u2019 you\u2019re probably thinking, \u201cWait a minute. Won\u2019t the Marketing Team be helping me in this?\u201d When it comes to demand generation, collaboration between marketing and sales is key \u2013 as a salesperson, you need to be well acquainted with the concept so you can do justice to your &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/kylas.io\/en\/sales-effectiveness\/sales-strategy\/demand-generation-101-for-sales-professionals\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Demand Generation 101 for Sales Professionals&#8221;<\/span><\/a><\/p>\n","protected":false},"author":23,"featured_media":8820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[12,34],"tags":[10,30,31,32,33],"acf":[],"featured_image_src":"https:\/\/kylas.io\/en\/wp-content\/uploads\/2020\/10\/PB-Banner-Guide-Images-ONLY-1.png","author_info":{"display_name":"Shagun Sharma","author_link":"https:\/\/kylas.io\/en\/author\/shagun"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Demand Generation 101 for Sales Professionals | Kylas<\/title>\n<meta name=\"description\" content=\"Demand generation focuses on creating business for your products, or services. 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