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The “Everything You Need to Know” Guide to Demand Generation in 2021 – ReadWrite
Ask any startup what their biggest challenges are and “demand generation” will probably make the list. It’s not a new company problem, though. Established organizations also need to answer the question, “how do we get people to care about us?”
In this article we’ll cover everything you need to know about demand generation, from its definition to the tactics companies use to create and measure it.
What is Demand Generation Marketing?
Let’s start with a definition, just to make sure we’re on the same page:
Demand generation is a holistic marketing and sales approach that aims to build interest in a product or service, educate potential customers on its benefits, nurture them until they’re ready to buy, and, ultimately, convince them to make a purchase.
The field of demand generation spans many different disciplines including content creation, paid advertising, conversion techniques, and customer success strategies.
Demand Generation vs. Lead Generation
Demand generation vs. lead generation — What’s the difference? While these two terms are often used interchangeably, the truth is they’re *not* the same. Understanding the differences between them is key to building a successful demand generation strategy.
As discussed above, demand generation is a full marketing and sales framework that guides prospects from complete strangers to paying customers. In other words, it creates demand for a product, then works to turn said demand into company revenue.
Lead generation, on the other hand, is the practice of identifying potential customers and acquiring their contact information so that they can be marketed and sold to in the future.
So the main difference between demand generation and lead generation is that lead gen is just one component of demand gen. Is it important? Absolutely! But without a complete demand generation strategy in place, it’s more difficult to convert leads into paying customers.
Make sense? Cool. Now if we just knew how to generate demand for a product or service.
How Do You Create Demand Generation?
Or, put another way, “What are demand generation activities?” Great questions! In this section we’ll outline how you can create demand for your products and/or services usings specific, proven activities. Let’s take a look…
1. Clarify Your Goals
As with most things in the world of business, a successful demand generation strategy should start with clear goals and objectives. What do you hope to achieve? Make sure every goal you set is SMART: specific, measurable, attainable, relevant, and time-based.
- Specific: Be as specific as possible about what you’re trying to do. You don’t want to “Improve sales,” you want to “Boost sales of Product X by 17% in Q1 of this year.”
- Measurable: Make sure you’ve chosen specific metrics to measure while working towards your goals. That way you can track progress and make needed adjustments.
- Attainable: We’d all love to “boost sales by 1,000%”. But for most companies, that’s not realistic. Only set goals you and your team are actually equipped to achieve.
- Relevant: When choosing your goals, stick to ones that align with overall company objectives. You don’t want to be at cross purposes with other departments.
- Time-Based: Lastly, ensure every objective you put in place has a practical deadline. This will make your chances of accomplishing much higher.
We also suggest setting milestones for each goal, AKA short-term objectives you can focus on to help keep you inspired while working towards bigger aims.
The last thing we’ll say in regard to demand generation goals is that they should be set and worked on by both marketing and sales teams. This will ensure alignment between departments and help your company avoid erroneous and unproductive aims.
2. Define Your Audience
Who are you trying to reach with your demand generation strategy? If you don’t know the answer to that question, it’s highly unlikely that you’ll find success.
You need to know exactly who your ideal customers are, their goals,the challenges they face on a regular basis, and where they hang out online. That way you can create content and messaging that resonates with them.
If you’re completely lost when it comes to defining your audience — either because you’re a brand new start up or you’ve just never taken the time to assess your target market — don’t worry. All you have to do is study the data and use it to build buyer personas.
A buyer persona is a fictional character that’s created to represent a subset of real-world consumers. Ideally, the buyer personas you create will have a gender, age (a range is fine), occupation, income level, motivations, goals, challenges, and interests.
Here’s a really good example:
To find the kind of information shown above, dig into your current customer data, which can be found in website and social media analytics dashboards and by talking to experienced sales reps and customer success professionals.
For companies without a well of data to mine, we suggest researching your industry as a whole by reading websites, engaging in forums, and viewing social media content. While this kind of information won’t be as helpful as your own data, it’s still valuable.
3. Map the Customer Journey
At this point you should have clear goals and a well-defined audience. Now it’s time to map your customer journey. Ask yourself, “what’s the logical path my prospects will take from complete stranger to paying customer?” This journey is vitally important to demand gen!
Take a look at the graphic from Resourceful Selling below. It does a great job of illustrating typical journey stages, as well as desired customer actions and content ideas for each.
The first funnel shows the general stages that each lead goes through on their journey from stranger to customer. The second shows the actions each lead needs to take to move from one stage to the next. And the third funnel shows various marketing and sales materials you can use at each stage to keep prospects flowing through and revenue coming in.
We’ll talk more about content types in the next section. But before we get there, take a look at your own funnel and answer these four questions:
- What action does a lead need to take to move to another stage in the funnel?
- What qualities do I want my leads to possess to move to subsequent funnel stages?
- What actions does a lead need to take to be removed from my funnel altogether?
- What conversion rate do I hope to achieve for each funnel stage?
By answering these four questions, you’ll be able to map a customer journey that works for your company’s unique demand generation strategy.
4. Create Your Content
Now that your customer journey is mapped out, you need to create (or assign) content to each stage of your funnel. The tactics below have been separated into suggested stages. But that’s all they are: suggestions. Feel free to add content as you see fit.
Top of the Funnel Content
Content at this stage of the funnel should be designed to attract your ideal audience and make them interested to learn more about your offerings. It also needs to be highly engaging, which is why we always recommend including visual elements.
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- Paid Advertising: From Facebook ads to Google Adword campaigns, paid advertising can expose your brand to a lot of potential customers. Just make sure you have a solid strategy in place and keep an eye on ROI so you don’t lose money.
- Blogging: Long-form blog articles (like this post!) are a great way to improve your company’s SEO efforts, build a relationship with your target audience, and educate them on the latest happenings and inner-workings of your industry.
- Social Media: In all likelihood, your ideal customers spend a lot of time on sites like Facebook, Instagram, and Twitter. Meet them there! Just remember, social media should be a conversation, not a one-way announcement platform for your company.
- Video Content: Video is one of the most engaging marketing platforms. Fortunately, there are plenty of easy to use and affordable tools to help you capture quality footage. For example, CloudApp will allow you to quickly record your screen, free of charge.
Remember, your audience might not even know they have a problem at this stage of the funnel. If they do, they certainly don’t know how to solve it yet. Make sure your top of the funnel content is highly educational and *not* overly sales focused.
Middle of the Funnel Content
Once your prospects reach the middle of your funnel, they understand they have a problem and know there are solutions available to help them. Your content at this stage should work to build relationships and begin to explain why your company’s solution is the best option.
- Email Marketing: It’s been around for over four decades, but email marketing is still one of the best ways to nurture leads. Use this channel to keep your company top of mind, promote specific pieces of content, and deliver targeted offers.
- Downloadables: A downloadable is any piece of content that requires an email address and/or some other contact details to access. eBooks, white papers, guides, and even some high-end webinars fall into this category.
Middle of the funnel content should be highly educational, persuasive, and targeted directly at potential customers in this specific stage of the buyer’s journey.
Bottom of the Funnel Content
Customers at the bottom of the funnel are ready to buy. They just need one last push to get them over the edge. This is usually done via current customer review and testimonials, and content that expounds upon the features of a particular product or service.
- In-Depth Research: Take time to dig into customer data to see how your offerings help them. Or do an honest comparison of your’s and a competitor’s tool. Then publish the results so that almost-buyers have the details they need to complete a purchase.
- Case Studies: Case studies, AKA customer success stories, show potential buyers what others have achieved with a specific product. They should be very inspirational. If possible, include screenshots of customers using your tool so that its value is clear.
Do your best to ensure your bottom of the funnel content is concise, promotional (but not at the expense of bashing your competitors), and data driven. Your customers want the facts and they want them quickly when they reach this stage.
How Do You Measure Demand Generation?
You’ve created a demand generation strategy, complete with buyer personas, a customer journey map, and relevant content for each stage of your funnel. Congratulations, you’ve come a long way. But we’re not done yet.
How do you know your strategy is effective and helping you achieve the goals we talked about earlier? You learn to measure your demand generation efforts. Here’s how:
1. Define Your Metrics
First things first, decide which demand generation metrics you’ll track. The ones you choose should correlate with the goals you’re trying to achieve.
For example, if one of your goals is to increase your conversion rate from stage one to stage two, you might want to track lead magnet downloads. If you want to increase brand awareness, website traffic could be a KPI worth monitoring.
2. Track Metrics Over Time
Have you chosen a few important metrics? Great, start tracking them. Doing so will help you better understand your audience and how to adjust your strategy to better meet their needs.
Just remember to give yourself time. You need to acquire a bit of data before you make any drastic changes. That way you know you’re reacting to solid trends and not just momentary blips on an analytics dashboard.
3. Adjust as Needed
Finally, take what your data tells you and act on it. There’s no point in tracking downloads, website traffic, conversion rates, or anything else if you don’t use the information to improve your business. Look for patterns, make adjustments, repeat.
Pro Tip: Use a tool like CloudApp to make GIFs of your analytics. That way you can easily share them with colleagues and enhance understanding across your organization.
In Conclusion
Demand generation is an important marketing and sales approach. By educating your target audience on the problems they have, how to solve them, and why your company’s products and/or services are essential to their success, you’ll boost sales. You’ll also improve brand authority, develop deeper blonds with your customers, and score more referrals.
Follow the steps we outlined above and you’ll be able to create and distribute the right content at the right time and guide your prospects through the sales funnel.
Image Credit: ekaterina bolovtsova; pexels
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Best Hoka Shoes of 2023
Selecting the right pair of shoes is crucial for achieving optimal performance and comfort during any physical activity. HOKA is a popular brand known for producing shoes with maximal cushioning, making them ideal for runners and other athletes seeking to reduce the impact on their joints. In this article, we will compare and contrast several HOKA ONE ONE shoe models for both men and women, highlighting their key features and benefits.
Expert Review Process
Expert reviews of HOKA ONE ONE shoes typically involve a detailed assessment of the shoes’ design, materials, and performance, as well as an evaluation of their fit and comfort. This may involve running or walking in the shoes, testing them on various surfaces, and comparing them to other shoe models in the same category.
Experts may also take into account feedback from consumers and other athletes, as well as industry trends and advancements in footwear technology. They may evaluate the shoes based on factors such as cushioning, stability, breathability, and support, as well as their overall value for the price.
In addition to evaluating individual shoe models, experts may also provide broader insights into the HOKA ONE ONE brand as a whole, highlighting its history, values, and commitment to innovation in footwear design.
Ultimately, the expert review process of HOKA ONE ONE shoes aims to provide consumers with a comprehensive and unbiased assessment of the shoes’ strengths and weaknesses, helping them make informed decisions when choosing the right pair of shoes for their needs.
HOKA ONE ONE Clifton 8 Womens Shoes
The HOKA ONE ONE Clifton 8 Women’s Shoes offer an incredibly comfortable and lightweight running experience, earning a solid 4.5 out of 5 rating.
Key Stats
- Weight: 7.2 oz (Women’s size 7)
- Stack height: 29mm (heel), 24mm (forefoot)
- Drop: 5mm
Should You Buy?
Reasons to buy the HOKA ONE ONE Clifton 8 Women’s Shoes include their exceptional cushioning, which provides a smooth and responsive ride for all types of runners. The redesigned mesh upper offers enhanced breathability, ensuring your feet stay cool during long runs. The shoe also features a more durable outsole, resulting in a longer-lasting shoe that continues delivering first-class performance mile after mile.
However, there are also reasons to consider not purchasing the Clifton 8. Some users may find the price point to be on the higher side, or the thick cushioning may not suit runners who prefer a more minimalist or closer-to-ground feel. Additionally, the wider fit may not adequately support those with very narrow feet or require a more secure lock-down.
Pros and Cons
In summary, the HOKA ONE ONE Clifton 8 Women’s Shoes provide an excellent combination of cushioning, lightweight, and durability. Pros include the shoe’s outstanding comfort, responsive performance, and breathability, while potential cons for some users are the price, thicker cushioning, and wider fit.
The HOKA ONE ONE Bondi 8 Mens Shoes deliver unparalleled cushioning, support, and comfort, earning a well-deserved rating of 4.5 out of 5.
Key Stats
– Midsole: Full-length compression-molded EVA foam
– Outsole: Durable rubber with strategically placed carbon rubber for added durability
– Weight: 10.9 oz (US size 9)
Should You Buy?
The HOKA ONE ONE Bondi 8 Mens Shoes are perfect for those seeking exceptional cushioning and support for various activities like running, walking, or standing for long hours. Its full-length EVA midsole provides outstanding shock absorption, reducing the stress on your joints and feet. The shoe’s Meta-Rocker technology promotes a natural, efficient gait, while its breathable upper ensures comfortable, well-ventilated wear. Durable construction and materials mean that these shoes are built to last, providing fantastic value for money.
Some customers might find the HOKA ONE ONE Bondi 8 Mens Shoes too bulky or heavy, especially for fast or nimble training. For people with narrower feet, the wider toe box may lead to an uncomfortable fit. The shoe’s premium features and materials also come at a higher price point, which might not suit budget-conscious consumers.
Pros and Cons
Pros:
– Unmatched cushioning and support
– Versatile for various activities
– Durable construction and materials
– Breathable upper
Cons:
– Bulky and heavier compared to other models
– Wide toe box might be too spacious for some
– Higher price point
The HOKA ONE ONE Bondi 7 Women’s Shoes deliver exceptional comfort and support for everyday runners, earning a solid 4.5 out of 5 stars.
Key Stats
– Ultra-cushioned EVA midsole
– Engineered mesh upper for breathability
– Beveled heel design for smooth transitions
These shoes are perfect for those seeking maximum cushioning and support, making them ideal for long runs or daily wear. The Bondi 7 features a comfortable EVA midsole, providing excellent shock absorption and a plush underfoot feel. The engineered mesh upper offers breathability, ensuring your feet stay cool and dry throughout your run. Additionally, the beveled heel aids in smooth and stable transitions, making these shoes an excellent choice for improving your running experience.
On the downside, the HOKA ONE ONE Bondi 7 may not be suitable for those in search of a lightweight or minimalistic running shoe, as the shoe delivers a more substantial feel on-foot. Moreover, these shoes might be too cushioned for some, potentially leading to less ground feel and responsiveness during faster-paced runs or more technical terrain.
Pros and Cons
Pros and Cons: The HOKA ONE ONE Bondi 7 Women’s Shoes offer immense cushioning and support, ideal for long runs and everyday wear. The breathable mesh upper and beveled heel design adds to the shoe’s overall comfort and performance. However, it may not be the best option for those seeking a lightweight, minimalistic shoe or those desiring more ground feel and responsiveness.
The HOKA ONE ONE Women’s Low-top Sneaker is a top-notch sports shoe designed for women seeking comfort, support, and style, earning a solid 4.5 out of 5 rating.
Key Stats
• Weight: 9.95 oz / 282 g
• Stack Height: 27 mm (heel), 22 mm (forefoot)
• Material: Mesh upper, rubber outsole
Should You Buy?
Reasons to buy the HOKA ONE ONE Women’s Low-top Sneaker include its amazing cushioning that provides ample support for long walks or runs. The lightweight design doesn’t compromise on durability, ensuring that you get efficient performance without feeling weighed down. With its stylish appearance and wide range of color options, you will surely find one that matches your personal taste.
On the other hand, some customers may not appreciate the slightly higher price point compared to other brands. Additionally, the shoe’s unique design may not provide the snug fit that some individuals prefer in their athletic footwear.
Pros and Cons
In conclusion, the HOKA ONE ONE Women’s Low-top Sneaker has its pros like excellent cushioning, lightweight design, and stylish appearance, making it an attractive option for those who value comfort and support during physical activities. On the other hand, the cons include a somewhat higher price point and a potentially less-snug fit for certain users.
The HOKA ONE ONE Women’s Bondi 7 Running Shoe is a top-of-the-line running shoe offering excellent cushioning and stability with a stylish, sleek design, deserving a rating of 4.5 out of 5.
Key Stats
Cushion: Plush, full-length EVA midsole
• Weight: 8.9oz (251.72g)
• Drop: 4mm
Should You Buy?
Reasons to buy the HOKA ONE ONE Women’s Bondi 7 Running Shoe are numerous. With a plush full-length EVA midsole, this shoe offers supreme comfort for extended periods of wear, making it perfect for long runs and extended workouts. The Bondi 7 also provides excellent stability and support due to its smoother transitions and balanced Meta-Rocker. The shoe’s stylish design and variety of color options further make it an attractive option for individuals who prioritize both form and function in their athletic footwear.
While the Bondi 7 Running Shoe has many positive attributes, there are still a few reasons to consider other options. For one, the weight of the shoe at 8.9 ounces could potentially feel heavy for some runners who prefer a more minimalist shoe. Additionally, the price point of the Bondi 7 is comparatively high, which may deter budget-conscious consumers.
Pros and Cons
In conclusion, the HOKA ONE ONE Women’s Bondi 7 Running Shoe is an excellent choice for individuals seeking a comfortable, stable, and stylish running shoe. Pros of the Bondi 7 include its plush cushioning, excellent stability, and variety of color options. However, potential cons include the shoe’s weight and its higher price point compared to other running shoe options.
The Hoka Women’s Stinson 6 Shoes provide maximal cushioning and a comfortable ride, earning a solid rating of 4.5 out of 5 stars.
Key Stats
• Weight: 10.2 oz (289 grams)
• Stack Height: 37mm (heel), 32mm (forefoot)
• Category: Maximal Cushioning Road Running Shoe
Should You Buy?
The Hoka Women’s Stinson 6 Shoes are an excellent choice for runners seeking plush cushioning and a smooth ride. The thick EVA foam midsole delivers exceptional shock absorption, making it suitable for long runs and recovery days. The engineered mesh upper ensures proper breathability, while the Meta-Rocker technology encourages a natural and efficient running gait. The Stinson 6 also features a durable outsole, allowing for reliable traction on various surfaces.
Some potential drawbacks of the Hoka Women’s Stinson 6 Shoes include its heavier weight, which might not appeal to faster runners or those looking for a more lightweight and agile shoe. The maximal cushioning might also feel excessive for runners who are used to low-profile or minimalist shoes. Finally, the shoe’s price tag could be a deterrent for budget-conscious buyers.
Pros and Cons
Pros:
• Maximum cushioning for excellent comfort and shock absorption
• Meta-Rocker technology to promote an efficient running gait
• Breathable and comfortable upper
Cons:
• Heavier weight compared to other running shoes
• Excessive cushioning may not suit all runners’ preferences
• Higher price point
The Hoka One Men’s Running Shoes are an exceptional blend of cushioning, support, and performance, earning a 4.5 out of 5-star rating.
Key Stats
– Weight: 10.3 oz (292 g) for men’s size 9
– Heel-to-toe drop: 4mm (32mm heel, 28mm forefoot)
– Price range: $130-$200
Should You Buy?
The Hoka One Men’s Running Shoes provide runners with excellent cushioning without being overly bulky, making them suitable for a variety of running activities. Their unique rocker-shaped sole promotes a smooth and efficient running stride, reducing the impact on joints and muscles.
The shoes also offer exceptional stability and support, making them ideal for runners who may struggle with overpronation or other gait-related issues. Lastly, these shoes offer excellent value for their price range as they boast a good balance of comfort, durability, and performance.
Although the Hoka One Men’s Running Shoes excel in cushioning and support, they may feel too maximalist or heavy for some runners who prefer a more minimal or lightweight option. Additionally, the shoe’s unique design can require a period of adjustment, as it might not suit everyone’s running style or gait right away. Lastly, some customers have reported durability issues with the upper material, which may require more frequent replacements than other shoes at a similar price point.
Pros and Cons
Pros:
– Excellent cushioning and support
– Unique rocker-shaped sole for a smooth stride
– Suitable for various running activities
– Good value for the price range
Cons:
– May be too maximalist or heavy for some runners
– Adjustment period for those unfamiliar with Hoka shoes
– Potential durability issues with upper material
The Hoka One Men’s Running Shoes are an exceptional blend of cushioning, support, and performance, earning a 4.5 out of 5-star rating.
Key Stats
– Weight: 10.3 oz (292 g) for men’s size 9
– Heel-to-toe drop: 4mm (32mm heel, 28mm forefoot)
– Price range: $130-$200
Should You Buy?
The Hoka One Men’s Running Shoes provide runners with excellent cushioning without being overly bulky, making them suitable for various running activities. Their unique rocker-shaped sole promotes a smooth and efficient running stride, reducing the impact on joints and muscles. The shoes also offer exceptional stability and support, making them ideal for runners struggling with overpronation or other gait-related issues. Lastly, these shoes offer excellent value for their price range as they boast a good balance of comfort, durability, and performance.
Although the Hoka One Men’s Running Shoes excel in cushioning and support, they may feel too maximalist or heavy for some runners who prefer a more minimal or lightweight option. Additionally, the shoe’s unique design can require a period of adjustment, as it might not suit everyone’s running style or gait right away. Lastly, some customers have reported durability issues with the upper material, which may require more frequent replacements than other shoes at a similar price point.
Pros and Cons
Pros:
– Excellent cushioning and support
– Unique rocker-shaped sole for a smooth stride
– Suitable for various running activities
– Good value for the price range
Cons:
– May be too maximalist or heavy for some runners
– Adjustment period for those unfamiliar with Hoka shoes
– Potential durability issues with upper material
The HOKA ONE ONE Men’s Speedgoat 4 Textile Synthetic Trainers excel in comfort and durability, earning a solid 4.5 out of 5 stars.
Key Stats
– Cushioning: Exceptional with responsive EVA midsole
– Traction: Multi-directional Vibram Megagrip outsole
– Fit: Secure with breathable, lightweight upper material
Should You Buy?
If you’re a trail runner seeking a comfortable, durable, and grippy shoe for various terrains, the Speedgoat 4 is an excellent choice. This shoe features a responsive EVA midsole, providing ample cushioning for long runs or hikes. The Vibram Megagrip outsole offers outstanding traction on diverse surfaces, while the synthetic textile upper ensures a secure fit without compromising breathability or weight. Overall, this shoe is a reliable option for outdoor enthusiasts seeking a high-performance trainer.
While the Speedgoat 4 has many positives, it might not be the perfect fit for everybody. Its maximal cushioning may dissuade those who prefer a more minimalist, ground-feel shoe. Additionally, the shoe may run narrow for some individuals, proving problematic for those with wider feet. Lastly, the price point might deter budget-conscious shoppers who are not ready to invest in premium footwear just yet.
Pros and Cons
Pros: Excellent cushioning, exceptional traction, secure fit, lightweight, breathable
Cons: May not suit minimalist preferences, potentially narrow fit, higher price point
Frequently Asked Questions (FAQ)
What is the difference between maximal and moderate cushioning in HOKA ONE ONE shoes?
Maximal cushioning provides more cushioning and support, making it ideal for runners who want to reduce the impact on their joints. Moderate cushioning, on the other hand, provides a balance between cushioning and responsiveness, making it suitable for a variety of physical activities.
Are HOKA ONE ONE shoes only for running?
No, HOKA ONE ONE offers a range of shoes suitable for a variety of physical activities, including trail running, hiking, and casual wear.
How do I choose the right size of HOKA ONE ONE shoes?
It is recommended to measure your foot size and consult the HOKA ONE ONE size chart to determine the appropriate size for you. Additionally, it is recommended to try on the shoes and walk or run in them to ensure a proper fit.
Are HOKA ONE ONE shoes durable?
Yes, HOKA ONE ONE shoes are known for their durability, with many models featuring durable materials and reinforced designs.
Can HOKA ONE ONE shoes be used for high-intensity training?
Yes, some HOKA ONE ONE models, such as the Bondi and Clifton, are suitable for high-intensity training due to their responsive and supportive design. However, it is recommended to choose a shoe model that is specifically designed for the type of activity you plan to engage in.
Conclusion
In conclusion, HOKA offers a range of shoe models with different cushioning levels and designs to cater to the needs of various athletes. The Clifton 8, Bondi 8, and Rincon 3 are ideal for road running, while the Stinson 6 and Bondi 7 are suitable for trail running. Additionally, the brand’s low-top sneakers offer a comfortable and casual option for everyday wear.
Whether you’re a seasoned runner or simply seeking a comfortable pair of shoes for daily wear, HOKA ONE ONE has a shoe model to suit your needs. By considering the features and benefits of each shoe model, you can make an informed decision and choose the perfect pair of shoes for your fitness journey.
