Lead Generation to Demand Generation

How will demand generation evolve? We asked Maria Pergolino “What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?”. Maria Pergolino works as Director of Marketing at Marketo, leading their efforts in adoption of social media channels for brand awareness and demand generation html.

Maria Pergolino

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Marketers will focus on creating sales-ready leads with marketing automation and inbound marketing as part of their demand generation process.

Maria Pergolino’s Marketing Prediction for 2010

Traditionally marketing departments focused on creating leads for their sales teams by gathering names at trade shows or capturing emails from “contact me” web forms.  In 2010, we will see hundreds of medium and large sized B2B companies stop focusing on the number of lead created, instead improving the quality of leads passed to sales.

This switch to demand generation will happen because of the growing adoption of marketing automation and focus on content marketing.   This will be enhanced by the use of inbound marketing as part of the demand generation process.

The result of this change will be greater brand recognition, shorter sales cycles, and improved customer retention.

Maria Pergolino’s Marketing Action for 2010

  • Marketers should implement a lead nurturing and lead scoring process, involving sales in the creation to enhance sales and marketing alignment.
  • Demand generation objectives will create the need for marketers to develop high quality content / thought leadership.
  • Marketers should use inbound marketing including SEO, social media, and blogging to generate leads and to help nurture them until purchase.
  • CMOs should incentivize their marketing team with bonus structures based on the number of sales opportunities created. 

Over to you…

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