The Number One Problem With Traditional Demand Generation

By November 4, 2015
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Businesswoman worry

As a demand gen marketer, what keeps you up at night? I know for me it often comes down to quantity and quality of marketing lead-flow. How many leads do I need to generate in order to hit our numbers? And, of those incoming leads, what percentage of them are actually qualified? You can generate as many leads as you want, but if they aren’t qualified and from the right accounts, all of your efforts won’t move the needle. Plus, you get the additional fall-out of having to explain why your program failed to generate quality leads, resulting in a lack of trust between sales, marketing, and your executive team!

One of the big problems with traditional demand generation tactics, is that you are often targeting the wrong accounts! Predictive demand generation helps hone in your strategy and offset the cost of poor program targeting.

And if you want to learn even more about how predictive marketing streamlines your marketing efforts be sure to download our new ebook, The 6 Costs of Delaying Predictive Marketing.

You are Targeting the Wrong Accounts

It’s noisy out there. Traditional demand generation techniques dictate that you have to generate leads with a wide top-of-funnel—meaning you are spending your time and money targeting anyone who will listen to your marketing messages. Sure, you can do some demographic targeting with your ads and you can dictate what rules to use when you send a sponsored email, but do you truly know how many legitimate, high quality leads are responding to your programs? And what are you basing your demographic selections off of? Most likely, you are guessing.

Certainly, there was a time when a batch-and-blast strategy worked. Marketers were told to target anyone and everything—but many incoming inbound leads turned out to be totally irrelevant to your company and would most likely never buy your product. Sound familiar?

Not only are you spending time, money, and resources to get these irrelevant leads in the first place, but you are also exerting energy trying to keep them engaged with additional database campaigns and nurturing. When you target the wrong accounts you lose time, money, and resources.

Target the Right Accounts with Predictive Marketing

In contrast to traditional lead generation methods, predictive marketing helps you target the right accounts through predictive demand generation. By analyzing the data currently in your marketing automation platform and CRM, and combining that data with 20,000+ signals from external sources, predictive marketing creates a customer model. Using this model, predictive marketing fills your funnel with the accounts you should be targeting based on their similarities to your best customers.

Instead of blindly guessing who to attempt to attract with program spend, you can make your decisions much more thoughtfully. Instead spending on PPC ads that may or may not bring in the right customers, you can target your ad campaigns with an account-based approach—spending your program dollars on targeting companies based on data-backed intelligence.

By focusing your efforts on customers that are more likely to buy, you can hone in your marketing efforts—increasing campaign ROI, improving productivity, and helping you focus on creating relationships with the right prospects.

Targeting the wrong accounts can be a huge detriment to your demand generation strategy. Predictive marketing helps you become much more precise based intelligence.

Interested in learning more about how predictive marketing can help improve your program ROI? Download our new ebook The 6 Costs of Delaying Predictive Marketing.

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