There are many variables impacting the effectiveness of both lead and demand generation. But a key factor, as always, is the data. Requirements will differ as you move your prospects towards a sale, but here are some important strategies and tactics that can help significantly inform decisions about data deployment and the creation of campaign specific Target Account Lists

What challenges do your prospects really face?

• We do not recommend engagement simply based on white paper downloads at the MQL stage. This may not mean much more than idle curiosity, and in any case is likely to be too general to be of much use.
• Instead try this: Even at the BANT level in-depth challenges are hard to obtain and process. At an earlier stage we recommend a series of market research surveys with multiple questions directed at discrete segments of your Total Addressable Market. The results can inform campaign creation, content alignment and data at every stage.

What has worked in the past – and what hasn’t?

• We do not recommend a superficial look at past successes followed by automated repetition. Times change, markets change, solutions change, budgets change
• Instead try this Do a serious won/loss analysis that is both qualitative and qualitative. Measure past successes and failures by type and timing of engagement, sales process, content consumed (what and when) and length of sales cycle. But dig deeper by going through a sample of engagements in your CRM tool. What were the challenges? When and how did they review competitors? Did you have to customize the solution or negotiate on price? In short, what were really the differences between success and failure? And how can you apply these going forward.

Intent keyword calibration

• We do not recommend deploying very generic keywords. “Cloud computing”, “ERP”, “cybersecurity” will not get you very far.
• Try this instead Be as specific as possible, introduce competitor names and your own brand names as appropriate, track changes over time. Ensure you receive detailed reports that are produced weekly, and pay attention to intent location especially with large corporations. You should be able to distinguish between an intern working remotely and the decision making hub at a corporate office