As the economy continues to heat up, companies are relying more and more on demand-driven engines to add prospects to the pipeline.  In today’s information age, consumers gather much of their information on-line.  Marketers must understand what consumers need and want instead of pushing marketing messages at them.

Demand generation means understanding the buyer’s interest level, time frame, and buying process.  Information about specific target audiences can be gathered from a variety of sources, such as social media, white paper downloads, seminar attendance, website traffic, and more.  Marketers can then analyze on-line behavior to determine at what stage a prospect is in, and how to best engage in “lead nurturing” - moving a potential buyer along the sales funnel. 

Marketing campaigns can be specifically targeted to buyers based on these analytics, however a deeper level of personalization and targeting will ensure that the right message is delivered at the right time.  Demographics such as lifestyle information, income level, and a variety of other selects can be applied to gain deeper insights.  Behavior modeling can also be applied to determine what actions a prospect is most likely to take in the future.   A strong focus on data quality is also necessary when interacting with prospects over any length of time.  Information must be accurate and up-to-date to ensure that relationships with PROSPECTS become relationships with CUSTOMERS.

To succeed in this new era of accountability, marketers must consistently reach the right people through the right channels with the right message. Data quality, behavior modeling, and demographical insights can ensure the pipeline stays full and produces results.

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