Demand Generation & Growth

Lead Generation is an important part of the Marketing mix but Demand is where I find things start to get interesting, not only by working closely with Product and Engineering teams to unlock deeper content strategies,but also from an experience point of view, ensuring that each touch point is part of a consistent and cohesive journey.

Global report made local - Company: Intersystems

Own-branded reports are expensive, timely and resource intense to produce. This is why they should be used to their fullest potential. What can seem like a simple asset used in Lead Generation campaigns can become a content plan of it's own, helping to engage leads further down the funnel as well as generating Sales Enablement tools.

Demand program elements

Localising the report

The original report was a global version but needed to appeal to several APAC regions. The raw survey data which formed the basis of the report was then separated out for ANZ & Asia and a new report was created.

Content and Channel planning

Content was planned to move from Brand awareness right through to Product interest and desire. This was by developing with the Marketing and Sales teams a campaign that was fully integrated:

Top of the funnel infographics, thought piece articles and short videos
Middle of the funnel product content in longer form
Presentation topics and themes for physical events
Persona-informed webinars - co-hosted with Trusted Advisor brands for non-technical members of the buying unit, own-branded deep dives for the technical buying unit members.
Middle of funnel content distributed via Techtarget network as both organic assets and a lead generation program
Paid & earned media featuring regional Sales lead

To make the content really come to life for the region; ANZ and South East Asia were separated and content created based on tested preferences. For example: images of people included in content increases engagement.

Journey mapping & execution

An intent data platform was leveraged to get a picture beyond single interaction lead captures. This was paired with lead preferences and a communications map was created of 6 content offerings in 4 product streams. These were replicated in a Social media campaign that was deployed through individual LinkedIn profiles.

The Inside Sales team (MDR) were given briefing documents and triggered content offers based on the outcome of each interaction i.e.: via phone, email or Social direct message.