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Top 10 Demand Generation Resolutions for 2014
Howard J. Sewell / Business2Community / January 8, 2014
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward:
1. Improve campaign measurement.
Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. This year, take your reporting up a notch and make a commitment to show the true impact that your programs have on the company’s bottom line. If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for.
2. Test more.
The only way to improve the effectiveness of your marketing strategies long-term is to test, and test consistently. Sure, when you’re pumping out campaigns every week, sometimes even a subject line test seems like a bridge too far, but it’s worth the effort. How else do you know what worked and what didn’t? This year, test something in every campaign. Just changing a word or the color of a registration button can make a big difference.
3. Make your blog count.
Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. If you don’t want to fight the political battle, let the PR team have their way and create a second, separate blog that’s less brand-centric and designed specifically to generate leads, subscribers, engagements, and ROI.