OVERVIEWThe vast array of digital marketing models can sometimes complicate a process that can be broken down into 5 clear steps. While this is not a definitive guide to demand generation, it follows Stephen Covey’s principle:

“The Main Thing is to keep The Main Thing the Main Thing.”

Each step can allow for the use of a variety of marketing tools (both digital and non-digital), depending on vertical, audience, budgets, etc.

Lastly, while this is in essence a 5 step system, it is of course a continuum and also a deeply human and individual process.

#1 ATTRACT

ATTRACTIONDefinition: The Action Of Drawing Forth A Response

Key Requirements: Uniqueness Perceived Value

Key Marketing Objectives: Raise Awareness Create Curiosity Use Collected Data To Optimize Future Messaging

ATTRACTION IN ACTION

VIDEO

TRADESHOWS

DISPLAY RICH MEDIA

INTERACTIVECONTENT

#2 ENGAGE

ENGAGEMENT

Definition: To Occupy An Individual’s Attention

Key Requirements: A Strong Answer To The Unspoken Questions

(why engage , why now, what’s in it for me)

Use Emotions: Humor, Curiosity, Concerns

Key Marketing Objectives: Discover Prospects Motivations (wants and

needs) Educate And Differentiate

ENGAGEMENT IN ACTION

Clicking On An Ad Subscribing To Content Opting In To Drip

Marketing Doing Collateral Searches Making Comparisons Completing A Simple

Form

#3 Connect

Connection

Definition: A Contextual Relationship Between Two People

Key Requirements: A “Shared Reality” Increased Level Of Trust And Rapport

Key Marketing Objectives: To Have Potential Clients “Identify” With You and

Your Company’s Solutions Begin The Process Of Brand Affinity Prepare Them For The Acquisition Process (sales)

Connection In Action

Requesting Personalized Demo RFQ/RFP Asking For

Testimonials/References Downloading Trial Software

#4 THE OFFER

COMPELLING OFFER

Definition: An Offer That Is Irresistible And Pushes Toward A Specific Action

Key Requirements: Has A Clear Outcome Alleviates Pain And Creates Desire Contains At Least One Of Cialdini’s Influence Principles Carries A Strong Guarantee Removes Barriers To Action

Key Marketing Objectives: Eliminate Negative Internal Dialogue Create Sense Of Urgency Communicate Value Proposition

#5 The Close

Closing The DealDefinition: The End Of The Prospect/Sales Relationship And The Beginning Of The Client/Brand Experience Relationship.

Key Requirements: Prospect Is Now At Peak Of Motivation And Is

“Future Pacing”, Anticipating Relief Of Problem Has Externalized All Objections Good Marketing Has Already Made This

Effortless

Key Marketing Objectives: Eliminate Any Residual Negative Internal

Dialogue Plant The Seed For Referrals And Future

Purchases Simplify The Process For Client And Sales Team

THANK YOU!

Glenn Gulauglenngulau@gmail.com www.linkedin.com/in/glenngulau