Strategic Demand Generation Campaigns (SDMP) have been designed for clients who deliver complex service led propositions into major accounts, and where the development of the sales relationship with the prospect company is vital to their sales engagement process.
The campaigns are typically targeted at a tightly focused set of key accounts, where there are multiple possible entry points for the clients’ range of services. To this end, the campaigns are research led seeking to combine both desk and phone research that enables the development of personalised messaging for key prospect targets. The SDMP campaigns therefore combine traditional lead generation and key account profiling, direct and e-marketing, desk research and the effective use of CRM systems to enable access into key accounts.
The SDMP model is delivered over a minimum of 3 months (and more typically on a rolling basis) as key to its success is the nurture and development of each target organisation and contact within that organisation. Successful demand generation is often not the result of a single touch point with that prospect, relationships need to be developed and the value of a proposition articulated to the buying team within that organisation. This often takes multiple contact points with individuals and multiple individuals spoken to within each organisation.
The end result is highly qualified opportunities where there is a clear understanding of the requirements of the prospect and that the prospect company has a clear understanding of the value of engaging with the client.
The campaigns deliver an ongoing pipeline of short, medium and long term opportunity. The nurture based approach however allows the client team to focus on the immediate opportunity secure in the knowledge that the mid to long term pipeline is being continuously developed.