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Demand Generation & Digital Lead Management

Introduction

The digitalization has changed the way we buy. That’s means that we need to change the way we sell. Before Internet, the buyer needed the sales rep to answer all questions in the sales funnel. That time has passed.

There is an ongoing paradigm shift in B2B sales. Manual practices are rapidly being complemented with digital and data driven processes. Many organizations are searching for increased reach and scalability cross markets. There is a need to create demand and to find the most relevant audiences to generate high quality leads. The B2B buyer journey is becoming more digital like B2C.

This creates the need for a new approach that effect every step of the process where growth, speed, automation and efficiency are core drivers.

Demand generation

Demand generation has in recent years become a key objective in B2B marketing. Companies that apply demand generation marketing goes from product focused communication to focus on different segments and their needs. Demand generation covers all marketing & sales initiatives at all phases of the sales funnel. It is key is to provide relevant information in right time to create awareness and demand for the product or service relevant for each audience.

B2B sales will be data driven

We see a revolution of how data is used in B2B sales. This includes how target groups or ideal customer accounts are defined by analytics and targeted in paid media based on algorithms. Data is used for personalization of the site e.g. based on the segment, preferences and phase in the sales funnel. Prospects data & profiling are fed to the sales teams in order for them to optimize their interactions.

Omnichannel

Omnichannel is emerging in B2B sales and drives the requirements for all touchpoints knowing the customer and their needs before they do – personalizing interactions and making it easy to navigate & convert online.

This includes personalization in paid media, web and email. Examples of tactics to apply are content marketing & SEO and planned user journey/UX for websites.

Interactive tools, such as chatbots and self-assessment tools, on sites have proven to be highly effective to drive leads and conversion.

Cross functional collaboration Sales and Marketing

Challenges in the collaboration between Marketing & Sales are common, but at the same time a key success factor to be successful in digital lead management. Marketing & sales needs to be in one aligned process which requires common planning, goals & KPIs, measure & reporting and optimization. The technology stack that the teams employ, must also be integrated and accessible for both teams.

Measure, reporting & optimization

Optimize and improve marketing and sales by tracking what really matters. Tracking and reporting should be addressed throughout the funnel in an end-to-end approach, starting with Paid media all the way down to lead generation and sales.

Optimizing lead management also means to A/B test and optimize digital customer journeys.

B2B lead management tech stack

To support digital lead management there are new easy to use platforms to consider, e.g. Personalization engines to support personalization to drive leads, AI chatbots to increase interactions with prospects, lead generation tools to support lead generation and sales and also marketing data hubs to collect and analyze data from all channels, touchpoints and systems. In order to target the right customers with the right message.

Combining these tools, we can create a new approach that effect every step of the process where growth, speed, automation, and efficiency are core drivers.

Working with Remotion

OUR OFFER

Remotion helps organizations throughout the process of establish digital data driven customer acquisition. This include strategy & pre studies, procurement of IT platforms, Martech & IT architecture, project management, UX, content production, campaign management and establish new ways of working.

Our pre-study comes in one size, with several add-ons and the possibility to customize “made to measure”. The pre-study helps marketing & sales department to transform communication & customer experience in the customer acquisition process.

OUR METHOD

We use a standardized method helping our customers throughout the process. This method is built on the experience & based on a five-step maturity model.

Key elements in our method

  • Setting key objectives and strategies for transformation
  • Defining current & future state in the maturity model
  • Audit of UX, content & paid media
  • Defining required business capabilities
  • Defining future state IT-architecture and identify gaps
  • Business case & budget
  • Roadmap

We offer are a number of add-ons that can be added e.g. communication & content strategy, value proposition definition, paid media strategy, audit of offer bundle, analysis of web & app traffic and an audit of way of working for Marketing and Sales.

CONTACT US

Want more information or inspiration?

Leave your contact info and we will reach back to you. Planing either a start-up meeting or to get a free inspirational session.

Demand Generation & Digital Lead Management

Introduction

The digitalization has changed the way we buy. That’s means that we need to change the way we sell. Before Internet, the buyer needed the sales rep to answer all questions in the sales funnel. That time has passed.

There is an ongoing paradigm shift in B2B sales. Manual practices are rapidly being complemented with digital and data driven processes. Many organizations are searching for increased reach and scalability cross markets. There is a need to create demand and to find the most relevant audiences to generate high quality leads. The B2B buyer journey is becoming more digital like B2C.

This creates the need for a new approach that effect every step of the process where growth, speed, automation and efficiency are core drivers.

Demand generation

Demand generation has in recent years become a key objective in B2B marketing. Companies that apply demand generation marketing goes from product focused communication to focus on different segments and their needs. Demand generation covers all marketing & sales initiatives at all phases of the sales funnel. It is key is to provide relevant information in right time to create awareness and demand for the product or service relevant for each audience.

B2B sales will be data driven

We see a revolution of how data is used in B2B sales. This includes how target groups or ideal customer accounts are defined by analytics and targeted in paid media based on algorithms. Data is used for personalization of the site e.g. based on the segment, preferences and phase in the sales funnel. Prospects data & profiling are fed to the sales teams in order for them to optimize their interactions.

Omnichannel

Omnichannel is emerging in B2B sales and drives the requirements for all touchpoints knowing the customer and their needs before they do – personalizing interactions and making it easy to navigate & convert online.

This includes personalization in paid media, web and email. Examples of tactics to apply are content marketing & SEO and planned user journey/UX for websites.

Interactive tools, such as chatbots and self-assessment tools, on sites have proven to be highly effective to drive leads and conversion.

Cross functional collaboration Sales and Marketing

Challenges in the collaboration between Marketing & Sales are common, but at the same time a key success factor to be successful in digital lead management. Marketing & sales needs to be in one aligned process which requires common planning, goals & KPIs, measure & reporting and optimization. The technology stack that the teams employ, must also be integrated and accessible for both teams.

Measure, reporting & optimization

Optimize and improve marketing and sales by tracking what really matters. Tracking and reporting should be addressed throughout the funnel in an end-to-end approach, starting with Paid media all the way down to lead generation and sales.

Optimizing lead management also means to A/B test and optimize digital customer journeys.

B2B lead management tech stack

To support digital lead management there are new easy to use platforms to consider, e.g. Personalization engines to support personalization to drive leads, AI chatbots to increase interactions with prospects, lead generation tools to support lead generation and sales and also marketing data hubs to collect and analyze data from all channels, touchpoints and systems. In order to target the right customers with the right message.

Combining these tools, we can create a new approach that effect every step of the process where growth, speed, automation, and efficiency are core drivers.

Working with Remotion

OUR OFFER

Remotion helps organizations throughout the process of establish digital data driven customer acquisition. This include strategy & pre studies, procurement of IT platforms, Martech & IT architecture, project management, UX, content production, campaign management and establish new ways of working.

Our pre-study comes in one size, with several add-ons and the possibility to customize “made to measure”. The pre-study helps marketing & sales department to transform communication & customer experience in the customer acquisition process.

OUR METHOD

We use a standardized method helping our customers throughout the process. This method is built on the experience & based on a five-step maturity model.

Key elements in our method

  • Setting key objectives and strategies for transformation
  • Defining current & future state in the maturity model
  • Audit of UX, content & paid media
  • Defining required business capabilities
  • Defining future state IT-architecture and identify gaps
  • Business case & budget
  • Roadmap

We offer are a number of add-ons that can be added e.g. communication & content strategy, value proposition definition, paid media strategy, audit of offer bundle, analysis of web & app traffic and an audit of way of working for Marketing and Sales.

CONTACT US

Want more information or inspiration?

Leave your contact info and we will reach back to you. Planing either a start-up meeting or to get a free inspirational session.