Demand Generation and Marketing Automation: A #CMWorld Chat with Carlos Hidalgo

Carlos headshotDemand generation is just one thing that content marketing fuels, but it’s critical for many organizations. Carlos Hidalgo joined our recent #CMWorld Twitter chat to talk about many things related to marketing automation and demand generation (Hint: you need to have a strategy before you get started or buy any tools). 

Join Carlos at Content Marketing World as he conducts a workshop on demand generation.

Let’s get started. Q1: What is demand generation? How is it different from lead generation? #CMWorld

 

@CMIContent – #demandgeneration is a perpetual process that Engages, Nurtures & Converts your buyer thru their buying process #CMWorld

@cahidalgo

 

@CMIContent – #leadgeneration is more focused on “top of funnel” contact acquisition and does not focus on a holistic approach #CMWorld

@cahidalgo

 

Some people think #marketingautomation is spam. To me cold-calling is the ultimate spam. #CMWorld

@Brewbom

 

@Brewbom – Andy – #marketingautomation with no strategy can be spam, but it does not have to be – stay tuned! #CMWorld

@cahidalgo

 

@cmcphillips @Brewbom – I do agree with the cold calling = spam #CMWorld

@cahidalgo

 

A1 #demandgeneration seems to have a more diverse goal set – brand awareness, positioning, etc. #Leadgen is all about the contacts #CMWorld

@eccushing

 

@cahidalgo I am WHOLEHEARTEDLY in favor of marketing automation WITH a good strategy #CMWorld

@Brewbom

 

@Brewbom Depends on how it’s structured, right? I’ve been #spammed by firms who are using MAPs (and they’re not doing it well). #cmworld

@mikemyers614

 

@eccushing – #demandgeneration is perpetual – about connecting with buyer – u r right far beyond just contact acquisition #CMWorld

@cahidalgo

 

@mikemyers614 It’s ALL about strategy. #CMWorld

@Brewbom

 

Marketing automation tools simply automate your process. They don’t automate creating the process #CMWorld

@Brewbom

 

@KyleAkerman @lindadessau @cmcphillips I’ll rely on you guys to fill me in! 😉 #cmworld

@SFerika

 

@Brewbom – 100% agree – technology enables, it does not create, sustain or optimize #CMWorld

@cahidalgo

 

@cahidalgo @CMIContent So it’s the next step (or steps) after lead generation? #CMWorld

@atxcopywriter

 

@CMIContent A1: Demand Generation is used for targeted marketing programs to drive awareness and interest in a company’s products. #cmworld

@MUmar_Khan

 

@words2wow – then you are at the right place as we will be discussing quite a bit #CMWorld

@cahidalgo

 

Q2: Is demand generation something all companies should be concerned with? #CMWorld

 

@cahidalgo tech leverages and scales. #CMWorld

@Brewbom

 

@atxcopywriter @CMIContent – #demandgeneration always has a “what’s next” for the buyer element – #CMWorld

@cahidalgo

 

@cahidalgo @cmcphillips @Brewbom Thirded! I hate receiving them and would detest any job that required making them. #CMWorld

@atxcopywriter

 

A1: all companies ARE concerned with demand generation. Most companies simply have no strategy around it. #CMWorld

@Brewbom

 

@atxcopywriter @cahidalgo @cmcphillips they CAN work well, they are still spam! #CMWorld

@Brewbom

 

@CMIContent – yes! All orbs should look at #demandgeneration – it applies to both new customer acquisition & current customers #CMWorld

@cahidalgo

 

A2: Only the #companies that want to survive. #cmworld

@mikemyers614

 

Remember marketing peeps: Just because it’s valuable doesn’t mean it’s not Spam! http://www.andynewbom.com/just-valuable-mean-its-not-content-marketing-spam/ #cmworld

@Brewbom

 

@avik_munshi Hi Avik! Great to see you. We just posted Q2 on the chat. Jump on in! #CMWorld

@CMIContent

 

@CMIContent – if companies wants to retain & grow their customer base – then a strategic approach to #demandgeneration is a must #CMWorld

@cahidalgo

 

A2 Do you want your company to be in demand? Then you should care about demand generation #obviousanswer #CMWorld

@eccushing

 

A2: Demand Gen creates inbound marketing, so it’s key for brands to understand. #cmworld

@SueBrady

 

@CMIContent IT require lots of efforts and it’s directly depends on the brand power. Companies should build their brand 1st #cmworld

@MUmar_Khan

 

@eccushing A2: If you care about connecting with your buyers then you should focus on #demandgeneration strategy #CMWorld

@cahidalgo

 

@eccushing My take as well (the branding theme). Not seeing anyone clearly defining “demand gen” as a practice. #cmworld

@tsledzik

 

@SueBrady – A2: #demandgeneration is multi-channel. It’s a mix of inbound + outbound, not one or the other #CMWorld

@cahidalgo

 

Isn’t “demand generation” another way of saying “marketing?” Or are you folks referring to it as one piece of the marketing puzzle? #cmworld

@JimCanto

 

#CMworld A2 Depends on the product! For wide range of competitors it’s not generating demand like automobile or Fast Food, its brand appeal

@avik_munshi

 

I’m a 1st timer to this chat. (I think) #cmworld

@JimCanto

 

Q3: Should B2C approach marketing automation differently than B2B? Nonprofit? #CMWorld

 

@MUmar_Khan @CMIContent – there is an intersection between brand & demand content – not one or the other #CMWorld

@cahidalgo

 

MT @cahidalgo: A2: #demandgeneration is multi-channel. It’s a mix of inbound + outbound, not one or the other #cmworld

@lindadessau

 

@JimCanto One piece of the puzzle, for sure, Jim. @cahidalgo is here to help us understand its role in our marketing strategy. #CMWorld

@CMIContent

 

@JimCanto yes. but demand generation is MUCH more B2B focused or anything with a long sales cycle and multi steps #cmworld

@Brewbom

 

@tsledzik @eccushing – We defined #demandgeneration as a practice – we can talk offline if you wish #CMWorld

@cahidalgo

 

@CMIContent @Brewbom Or maybe don’t know it by that term. It’s not a phrase I’ve been using/thinking about #CMWorld

@atxcopywriter

 

@cahidalgo Agreed. My point was that demand gen is important to create that inbound ‘easy’ channel – your customers reach out to you. #cmworld

@SueBrady

 

@CMIContent Great. Thanks. @cahidalgo #cmworld

@JimCanto

 

@avik_munshi – disagree with this, but not enough characters to elaborate #CMWorld

@cahidalgo

 

#CMworld A2 demand in cliché segment isn’t important but definitely important in niche! Like FB with 1.28 billion daily users vs twitter 255 million

@avik_munshi

 

@atxcopywriter @Brewbom That’s very likely, Kristen! #CMWorld

@CMIContent

 

A3: at its heart ALL marketing is the same. tactics change in #B2B #B2C and nonprofit. heart is the same #cmworld

@Brewbom

 

@Brewbom The differences seem very subtle. #cmworld

@JimCanto

 

@Brewbom Do you mean by the official CAN SPAM definitions? #cmworld

@atxcopywriter

 

@cahidalgo @MUmar_Khan @CMIContent Let’s hear more on this. RE: “intersection between brand & demand content” #cmworld

@tsledzik

 

@CMIContent A3: The only approach #B2B, B2C or non-profit should take to #marketingautomation is define the strategy 1st #CMWorld

@cahidalgo

 

@atxcopywriter @CMIContent yeah, to ME changing the wording is all about changing your mindset and approach. #cmworld

@Brewbom

 

@cahidalgo @CMIContent Agreed! #cmworld

@MUmar_Khan

 

@Brewbom Having been in all three, I agree with that. #CMWorld

@cmcphillips

 

@JimCanto they are indeed. marketing is a BIG pile of stuff #cmworld

@Brewbom

 

@Brewbom Spam is subjective. People who promote their work don’t bother me, but people who ONLY promote & never interact do. #CMWorld

@Erin_E_Palmer

 

@atxcopywriter Spam is in the eye of the receiver NOT the giver. #cmworld

@Brewbom

 

@tsledzik @MUmar_Khan @CMIContent – there will be a blog that is coming in the coming days – #CMWorld

@cahidalgo

 

@cmcphillips having talked with Cathy I agree with Cathy. she rocks! #cmworld

@Brewbom

 

A3: B2B, B2C and NP: it’s still a person doing the buying, so automation has to be personal. #cmworld

@SueBrady

 

@cahidalgo @tsledzik @MUmar_Khan Looking forward to reading that! #CMWorld

@CMIContent

 

@Brewbom @atxcopywriter @CMIContent – #changemanagement is rooted in all of what needs to happen in #B2B – #CMWorld

@cahidalgo

 

@JimCanto Welcome! #cmworld

@KyleAkerman

 

Just jumping in. I’m so glad to be part of #spamchat today. #cmworld

@ScottLum

 

#CMworld A3 any marketing strategy it good as long as you interact along with promotion, without interactions it’s just a bot to human!

@avik_munshi

 

@ScottLum – welcome Scott – some good discussion so far #CMWorld

@cahidalgo

 

@KyleAkerman Thank you, Kyle. #cmworld

@JimCanto

 

A3: YES! Consumers have a different mindset than businesses, and nonprofits do too. Automation needs to be very target-specific #CMWorld

@Erin_E_Palmer

 

@cahidalgo @tsledzik @CMIContent Very much looking forward to it! #cmworld

@MUmar_Khan

 

@carmenhill @Brewbom @atxcopywriter – it is also in the eye of the governing authorities 😉 #CMWorld

@cahidalgo

 

A3: Sales cycles can also be very different in B2B (length, number of players) but the core strategies should be the same. #cmworld

@mikemyers614

 

I missed how we got on the SPAM definition conversation. That’s a hot point for me… but for different reasons. Love to hear more. #cmworld

@JimCanto

 

@cahidalgo @atxcopywriter @CMIContent agree that B2B is much more difficult process but easier to grasp #cmworld

@Brewbom

 

Q4: How do you know if you need a robust email system or a marketing automation solution? #CMWorld

 

My POV: Demand generation is an ongoing process; it spans brand awareness, acquisition, lead nurturing, etc. #cmworld

@carmenhill

 

@ScottLum Not spam chat 🙂 @cahidalgo is discussing demand gen & marketing automation! Great to see you. #CMWorld

@CMIContent

 

@CMIContent @Brewbom This chat is good for introducing me to new language for things I already had some familiarity with #cmworld

@atxcopywriter

 

@mikemyers614 A3: the strategy needs to be buyer-centric and designed to create a dialogue with the buyer(s) #CMWorld

@cahidalgo

 

A2 demand gen covers all aspects -inbound + outbound marketing- of creating demand/gen aware so cos must care if they want to survive/thrive. #cmworld

@SusynEliseDuris

 

@ScottLum Ha, a few sidebars going including marketing automation and spam/email. #cmworld

@tsledzik

 

@atxcopywriter @Brewbom That’s great – makes it easier to research and read up on when terms span the industry. #CMWorld

@CMIContent

 

A4: When your current tools/method/approach can’t handle the workload efficiently. That’s when you know you need to upgrade tools. #cmworld

@JimCanto

 

@JimCanto – let’s move on from the SPAM discussion as that is a whole other thread we could spend a long time on #CMWorld

@cahidalgo

 

A4: MOST brands use email marketing horrifically. well defined, strategy marketing automation w/ buyer personas would change that #cmworld

@Brewbom

 

Q4: Marketing Automation – Do you want your marketing to be transactional or do you want to build relationships? #cmworld

@ScottLum

 

My (over)simplified answer: demand gen helps lead gen. Ex: #PPC campaign drives traffic to LP w/form on it. Demand to lead #CMWorld

@eccushing

 

@JimCanto Our chats are filled through Sept, but maybe after we could have a chat about marketing vs spam! Making a note… #CMWorld

@CMIContent

 

@cahidalgo Works for me. Hit me up later if interested. #cmworld

@JimCanto

 

#CMworld A3 B2B style won’t be relevant to most customer segments, B2C b/c the person at the other end needs to be treated like a customer

@avik_munshi

 

Build a Lean Influencer Marketing Strategy: 3 Types of Tools http://contentmarketinginstitute.com/2014/05/build-influencer-marketing-strategy-tools/ via @CMIContent #cmworld

@JoePulizzi

 

@CMIContent A4: If your buyers are doing any kind of digital engagement, you will need to look at an email or MA system #CMWorld

@cahidalgo

 

A4 @CMIContent You can answer this question with a Yes: Do you have a strategy? #cmworld

@words2wow

 

@CMIContent A4: However, buying a system is not the place to start – strategy first – knowing the buyer #CMWorld

@cahidalgo

 

A4: Marketing automation isn’t just about efficiently sending out email. It incorporates business rules, behavior, intelligence… #CMWorld

@carmenhill

 

A4 with all the advancements, the lines are blurring between robust email system and marketing auto system, yes? #cmworld

@SusynEliseDuris

 

@cahidalgo Agree, but strategies need to account for motivating sales partners, too, often aren’t motivated by the same things. #cmworld

@mikemyers614

 

A4: Marketing automation allows marketers to identify and engage customers who have multiple touch points with you #cmworld

@ScottLum

 

@atxcopywriter – more than happy to also discuss offline to help you. Let me know. #CMWorld

@cahidalgo

 

A4: Relationships lead to transactions. I’ll take “Relationships” for $1,000 please. 😉 #cmworld

@JimCanto

 

@Washbourne @_ANNUITAS yes, it’s STILL a blisteringly hard thing to do well and so easy to suck at. #cmworld

@Brewbom

 

@SusynEliseDuris Yes & no; there is definitely overlap, but so much that MA can do that email just simply can’t w/o a MA partner. #CMWorld

@cmcphillips

 

@SusynEliseDuris Indeed they are. #cmworld

@JimCanto

 

Follow #CMWorld this morning for content marketing conversation and tips

@adrianeholter

 

@ScottLum – A4: #marketingautomation will not build relationships – the strategy does that & MA enables the strategy #CMWorld

@cahidalgo

 

#CMworld A4 personally I think #SocialMediaMarketing automation with unique relevant # tag is more effective as emails piss me off at times

@avik_munshi

 

@adrianeholter Thanks, Adriane! #CMWorld

@CMIContent

 

Marketing automation is NOT simply transactional (i.e. reactional) it is also pro-actional based on relationships and journeys #cmworld

@Brewbom

 

@SusynEliseDuris – not really – there are a lot of differences in plain #email v. #marketingautomation systems #CMWorld

@cahidalgo

 

@cahidalgo @CMIContent Start w/strategy (vision), not software (tactics & tools) -know where you want to go before buying the car! #cmworld

@inSegment

 

BTW I just copyrighted my phrase: “pro-actional” stealing it from self #cmworld

@Brewbom

 

@CMIContent @ScottLum @cahidalgo Only temporarily spamchat anyways, since it is a concern with automating if you’re not careful #CMWorld

@atxcopywriter

 

@mikemyers614 – strategies done right include sales in the development – #demandgeneration is ALSO a sales activity #CMWorld

@cahidalgo

 

@cmcphillips my point is look at co like Silverpop, they started out in email, they added so now they are more MA… #cmworld

@SusynEliseDuris

 

Q5: What are some questions to ask when looking for a marketing automation vendor? #CMWorld

 

@inSegment @cahidalgo @CMIContent here, here! (forgot which account I was signed into for a second) #CMWorld

@eccushing

 

@cmphillips …very few email only providers these days…that is due to where market has moved… #cmworld

@SusynEliseDuris

 

@SusynEliseDuris Oh absolutely. We’ve been working on this ourselves – “Do we need company A or B? Or A with B? Or just B?” #CMWorld

@cmcphillips

 

@cahidalgo @CMIContent Forgive me if I’m jumping ahead, but I’d love to hear more best practices for automation. Any case studies? #CMWorld

@Erin_E_Palmer

 

A5: Will you fly me to Paris next month if I demo your software? #cmworld #bribery

@Brewbom

 

A5: “Do you believe all aspects of marketing (digital) can be automated?” #cmworld

@JimCanto

 

@cahidalgo as I noted, very few doing email only because market is wanting more… #cmworld

@SusynEliseDuris

 

@CMIContent A5: Ask a vendor for top 5 customers that have #demandgen success. Ask about ability to do behavioral qualification #CMWorld

@cahidalgo

 

My pet peeve is when marketers send cold leads to sales based on just one touch. Better to send leads that are warm. #cmworld

@ScottLum

 

@cahidalgo Yep! I just heard buyer-centric first. Thanks. #cmworld

@mikemyers614

 

@ScottLum @cahidalgo Facilitate and gain insight, segment, manage. #cmworld

@tsledzik

 

@CMIContent A5: Ask how many customers they support; uptime; partner eco-system; ability to score content in the buying cycle #CMWorld

@cahidalgo

 

@Brewbom Oooh… you can form that as a statement as well. “I will demo your software if… :-)” #cmworld

@JimCanto

 

@CMIContent A5: The current customers and the flexibility of the system, #cmworld

@MUmar_Khan

 

@Erin_E_Palmer @CMIContent – we can provide for certain – DM me for more information – lots to discuss here #CMWorld

@cahidalgo

 

Report: Data-Driven Marketing Optimization. Get yours https://www.constellationr.com/research/data-driven-marketing-campaign-optimization via @ConstellationRG #CMO #SmarterCommerce #cmworld

@ConstellationRG

 

@cahidalgo Awesome. Thanks, Carlos! #CMWorld

@Erin_E_Palmer

 

@JimCanto – not all aspects of #demandgeneration should be automated – we are still marketing/selling to people #CMWorld

@cahidalgo

 

@ScottLum – so true – one touch is not even an inquiry in many respects – focus on #leadqualification not name acquisition #CMWorld

@cahidalgo

 

@cahidalgo What vendors are doing behavioral qualification well? #cmworld

@KyleAkerman

 

@cahidalgo 🙂 Oh indeed. That was the question I would ask a vendor. Their answer would give me their mindset. #cmworld

@JimCanto

 

#CMWorld chat friends – a list of our community. Please let me know if we left you off (unintentionally). Great group! https://twitter.com/CMIContent/lists/cmworld-twitter-chat

@CMIContent

 

A5: Does it include a CRM? With social tracking & lead neuturing/scoring? Or are all these ala cart/roll your own? #cmworld

@kmullett

 

@98rosjon well this is terrifying. I read such a variety of weird things, I would definitely throw a marketer off #CMWorld

@eccushing

 

Strategy is important to know direction to go to w MA, questions to ask, how to benefit from rpts like magic quadrant ones, et. #cmworld

@SusynEliseDuris

 

@cahidalgo @JimCanto Agree, automate for efficiency where realistic but don’t be beholden to technology to build relationships. #CMWorld

@CarlaJohnson

 

@Brewbom #CMworld a round trip to Paris if you buy it! =))

@avik_munshi

 

@KyleAkerman – @marketo and @silverpop are doing some really good things in this arena #CMWorld

@cahidalgo

 

@SusynEliseDuris @cahidalgo And as effective as email can be, a lot of people are hesitant to commit to email subs (self-included) #CMWorld

@atxcopywriter

 

A5: Starting by looking at your database and CRM isn’t a bad idea. Make the sure software plays nice. #cmworld

@tsledzik

 

Q6: What are the first steps to take when using marketing automation? #CMWorld

 

@kmullett A5: #marketingautomation and CRM are different but need to be integrated to support perpetual #demandgeneration #CMWorld

@cahidalgo

 

@atxcopywriter All hail RSS feeds! #cmworld

@SusynEliseDuris

 

A5b: Many buy into marketing automation solutions then realize they need additional paid components or 3rd parties. #cmworld

@kmullett

 

@CarlaJohnson Machines are not intuitive. Relationships are. (so.. I agree) @cahidalgo #cmworld

@JimCanto

 

@CarlaJohnson – good to see you here! Was wondering when you were going to join ;-)#CMWorld

@cahidalgo

 

@tsledzik These days “playing nice” (or not) can be a deal breaker. Integration is so important. #CMWorld

@cmcphillips

 

@Brewbom #CMworld haha! I’ll ask this when I go shopping for my company!

@avik_munshi

 

A6: the FIRST step in using marketing automation is to create 1. strategy 2. process 3. content #cmworld

@Brewbom

 

@cahidalgo @JimCanto Is there a point in the funnel where it’s best to switch to more personal contact, or multiple points? #cmworld

@atxcopywriter

 

@atxcopywriter @SusynEliseDuris – very true which is why initiating with an email with a new prospect is terrible #inbound #CMWorld

@cahidalgo

 

@cahidalgo 🙂 I couldn’t stay away! #CMWorld

@CarlaJohnson

 

@tsledzik – most of the MA systems that are worth looking at addressed the CRM integration issue years ago #CMWorld

@cahidalgo

 

A6: Strategy FIRST. Having a plan will make it easier to determine where to (and NOT to) use automation. #CMWorld

@Erin_E_Palmer

 

@cahidalgo they CAN be separate, but to my point, it can be costly when they are and not factored into total cost. #cmworld

@kmullett

 

@CMIContent A6: the first steps when looking at #marketingautomation is defining the #demandgeneration strategy #CMWorld

@cahidalgo

 

@Brewbom And don’t forget to lay our measurement in strategy & process! #CMWorld

@eccushing

 

#CMworld A5 is it a complete package or the biggest a bit with additional components sold separately like a car dealer!

@avik_munshi

 

@CMIContent A6: Buying #marketingautomation is not a strategy – it will only automate bad practices #CMWorld

@cahidalgo

 

@cahidalgo @atxcopywriter @SusynEliseDuris “So happy to meet you,” said no new prospect to an email ever. #CMWorld

@CarlaJohnson

 

@SusynEliseDuris Or @feedly and @readability. They keep me in constant content 🙂 #cmworld

@atxcopywriter

 

@atxcopywriter Defining a point is counter-intuitive. That requires the “sixth sense” of a human. #notwoalike @cahidalgo #cmworld

@JimCanto

 

@CMIContent @Erin_E_Palmer Joining a bit late but totally agree — having a plan/strategy and sticking to it is essential. #cmworld

@moveo

 

@atxcopywriter @JimCanto – not about the funnel – understand the buyers purchase process – yes personal contact plays a part #CMWorld

@cahidalgo

 

@atxcopywriter @JimCanto – the personal aspect is usually at late stage nurture #CMWorld

@cahidalgo

 

#CMworld A6 Plan > Design & Tailor Content > Circulate > Evaluate > Redesign > Repeat and don’t forget to give a human touch “interactive”

@avik_munshi

 

@kmullett – services has to be considered – true! #CMWorld

@cahidalgo

 

@eccushing @Brewbom – agreed – Strategy, Implementation, Optimization #CMWorld

@cahidalgo

 

@eccushing Ha ha, what’s so terrifying about it?! #cmworld

@98rosjon

 

@cahidalgo Right, not just a tech question though. Making sure you like the seg. features (persona and funnel) is important too. #cmworld

@tsledzik

 

@JimCanto @cahidalgo That was kind of what I figured, but wondered if there’s a system to figure out when automation vs personal #CMWorld

@atxcopywriter

 

@cahidalgo The funnel is a “container” for the strategy…no? @atxcopywriter #cmworld

@JimCanto

 

@JimCanto @atxcopywriter – not sure I agree – when you know the buyers purchase path you can define a point in the process #CMWorld

@cahidalgo

 

@JimCanto @cahidalgo @atxcopywriter to ME the funnel is a container for the customer journey. #cmworld

@Brewbom

 

Q7: Who in your company should own demand generation? What other people need to be involved? #CMWorld

 

@atxcopywriter @JimCanto – technology won’t due this – have to create and understand buyer insights #CMWorld

@cahidalgo

 

@JimCanto @atxcopywriter – funnel is a good internal measurement, but not = to the buyers purchase path #CMWorld

@cahidalgo

 

A7: in many companies demand generation involves reducing friction as well so engineering needs to be there #cmworld

@Brewbom

 

@cahidalgo Appreciate your point. Not sure I agree. Seems we could “approximate” a point…not truly define. @atxcopywriter #cmworld

@JimCanto

 

I think cos do a lot of missteping when get MA – prior to creating, they need to do a lot of listening, reading to learn first… #cmworld

@SusynEliseDuris

 

A7: Content creators need to be involved. #cmworld

@KyleAkerman

 

At my last company I consulted with I WANTED to install a MA software immediately. Realized they were not ready better to wait #cmworld

@Brewbom

 

@CMIContent A7: #Demandgeneration should be owned by an organization – not siloed. Org should implement DG programs #CMWorld

@cahidalgo

 

@Brewbom Ok.. but our strategy should anticipate and leverage an understanding of that journey. @cahidalgo @atxcopywriter #cmworld

@JimCanto

 

@SusynEliseDuris Agree. There seems to be a lot of rushing in. #cmworld

@mikemyers614

 

A6: Develop a strategy for clients at every stage of engagement – Listen to your audience! @CMIContent #CMWorld http://t.co/am2cCsBDPH

@adrianp123

 

A7 – if sales and marketing are aligned effectively, it should be a joint effort. #cmworld

@SusynEliseDuris

 

@CMIContent – A7: A Demand Generation Center of Excellence model is the way orbs should approach DemandGen #CMWorld

@cahidalgo

 

@cahidalgo @CMIContent DG? #cmworld

@KyleAkerman

 

Not easy to do.. @CMIContent A7: #Demandgeneration should be owned by organization – not siloed. Org should implement DG programs #CMWorld

@pamelamuldoon

 

Business is marketing. #cmworld

@Brewbom

 

@CarlaJohnson @cahidalgo @atxcopywriter I don’t know how to respond to this, and thus I won’t. #cmworld

@SusynEliseDuris

 

A7: Oooh.. big point for me. Still working this out..but I think first.. anyone in a rev-gen role should be involved. Own? Unsure. #cmworld

@JimCanto

 

@JimCanto @atxcopywriter – I could sign up for that – think it’s semantics – measurement & analytics will help define the point #CMWorld

@cahidalgo

 

@KyleAkerman – A7: content creators are part of what would be a DGCoE model #CMWorld

@cahidalgo

 

@cahidalgo @CMIContent Demand Generation! (Slap forehead!) #cmworld

@KyleAkerman

 

@Brewbom What did they need to work through first? Strategy? Needs? #CMWorld

@CMIContent

 

@JimCanto @Brewbom @atxcopywriter – YES! YES! YES!! This is not overnight stuff but has to be done to connect with buyers #CMWorld

@cahidalgo

 

@adrianp123 @CMIContent – this does not portray a buyer journey or content consumption of the buyers – #CMWorld #demandprocess

@cahidalgo

 

@SusynEliseDuris – sales & marketing will align when the buyer becomes the focal point #CMWorld

@cahidalgo

 

Q8: What kind of data can / should you be gathering with your marketing automation efforts? #CMWorld

 

@cahidalgo @JimCanto It so often is semantics 🙂 #cmworld

@atxcopywriter

 

@cahidalgo Part of the point I’m getting at is also that once/if point “defined” .. automation becomes a possibility @atxcopywriter #cmworld

@JimCanto

 

@JimCanto – marketing should be tied to revenue #CMWorld

@cahidalgo

 

@SusynEliseDuris @CarlaJohnson @cahidalgo @atxcopywriter Classic Lucille #cmworld http://t.co/HzCKzz0Vef

@eccushing

 

@mattcdowning @Brewbom Whoa. #cmworld

@mikemyers614

 

A8 Determine what frequency, timing, content drives the most engagement #cmworld

@moveo

 

@atxcopywriter It’s not what we say…. it’s ____ ____ ____ ___ 🙂 @cahidalgo #cmworld

@JimCanto

 

@CMIContent A8: All of the data possible? Haha, isn’t it always best to have more information on user behavior than less? #cmworld

@atxcopywriter

 

@CMIContent A8: Collect data that gives you greater insights into your buyers, their purchase patterns, behavior, etc. #CMWorld

@cahidalgo

 

@CMIContent A8: Collection of data and development of buyer insights as a result is a continual process #CMWorld

@cahidalgo

 

I have to cut out a bit early. Thanks, @CMIContent and @cahidalgo for another insightful #CMWorld!

@Erin_E_Palmer

 

@pamelamuldoon do you mean, like #content + #SoMe – that it is across org, in a cross-functional team setting? #cmworld

@SusynEliseDuris

 

@atxcopywriter @JimCanto – which only highlights the need for clear and documented definitions #CMWorld

@cahidalgo

 

@cahidalgo Then we agree…right? #cmworld

@JimCanto

 

@atxcopywriter Absolutely – but what’s most important to your company? What are they willing to share and still stick around? #CMWorld

@CMIContent

 

@JimCanto @atxcopywriter – true, not the other way around #CMWorld

@cahidalgo

 

In this era of #ContentMarketing – the term “demand generation” sounds kind of out dated. Anyone else? #cmworld

@ScottLum

 

@eccushing – you just became a favorite – greatest show ever! #CMWorld

@cahidalgo

 

@eccushing @CarlaJohnson @cahidalgo @atxcopywriter Ha Ha! Love #ArrestedDevelopment and I love Jessica Walter!! #cmworld

@SusynEliseDuris

 

@eccushing @SusynEliseDuris @CarlaJohnson @cahidalgo I like that line 🙂 #cmworld

@atxcopywriter

 

@SusynEliseDuris Yes, marketing should be the hub, but successfully implementing across depts. is a challenge; patience needed! #CMWorld

@pamelamuldoon

 

@atxcopywriter @SusynEliseDuris @CarlaJohnson @cahidalgo That line is my favorite go-to response. Drives my mom crazy #sorrymom #CMWorld

@eccushing

 

Had to take a call. Hard to catch up with this crowd! #cmworld

@SueBrady

 

@atxcopywriter @CMIContent – however, remember that #data with no context can be rather useless #CMWorld

@cahidalgo

 

@cahidalgo Is that possible…to that level? This is a question I wrestle with. Each person is different. @atxcopywriter #cmworld

@JimCanto

 

#CMworld A8 Time, Frequency, Most Interactive Topics, Location, Device to tailor content

@avik_munshi

 

a brilliant man asked this of a bunch of marketers: “What’s the ONE piece of data on your customers that would move the needle?” #cmworld

@Brewbom

 

@CMIContent Yes. When collecting, the more the better. The analysis stage is when prioritizing and organizing becomes important #CMWorld

@atxcopywriter

 

@ScottLum still relevant but think it terms of #demandprocess – alignment of people, process, content, technology to the buyer #CMWorld

@cahidalgo

 

@cahidalgo Agreed. If the experience is not forefront in the conversation, it doesn’t work. #cmworld

@SusynEliseDuris

 

GALA Blog by @JoePulizzi of @CMIContent Why Your Business Needs a #Content #Marketing Strategy http://bit.ly/1j1qlcJ #CMWorld

@GALA_Global

 

@ScottLum I totally see your point – maybe you can say #content marketing is the fuel that drives the demandgen engine #CMWorld

@eccushing

 

@pamelamuldoon @SusynEliseDuris – don’t apply general marketing to demand generation – marketing has many different disciplines #CMWorld

@cahidalgo

 

@CMIContent @cahidalgo Yes – tell the customer’s story through numbers & tweak your strategy accordingly. #cmworld

@moveo

 

the ultimate challenge in #B2B marketing and sales is balancing the facts that each individual is unique & all groups are the same #cmworld

@Brewbom

 

@Brewbom …the data which tells me “why” they need/want what I/we have to offer. #cmworld

@JimCanto

 

@JimCanto @atxcopywriter – it is, we do this for our clients – takes a lot of work and research, but it can be done #CMWorld

@cahidalgo

 

@JimCanto @cahidalgo Are we getting into issues of linguistic philosophy here? I miss college #CMWorld

@atxcopywriter

 

@ScottLum if we’re going to start complaining about new made up marketing terms for old concepts, we’re going to be here all day. #cmworld

@kmullett

 

Q9: You’ve collected data on your customers; at what point are you ready to customize programs? #CMWorld

 

@CMIContent Newbie to #CMWorld .. will just listen in today #GreatInsight

@dzhergz

 

@pamelamuldoon I believe demand generation should be kept in the sales/marketing shops, different than #SoMe and #content. #cmworld

@SusynEliseDuris

 

@dzhergz Hi, Ade! Welcome! Great to see you. Please jump in when you’re ready! #CMWorld

@CMIContent

 

@eccushing Yes, it just feels we’re doing so much more than just demandgen nowadays since our efforts are integrated #cmworld

@ScottLum

 

@cahidalgo @SusynEliseDuris True; I have found that aligning sales/marketing in #leadgen & #demandgen is a challenge for some orgs #CMWorld

@pamelamuldoon

 

@atxcopywriter @JimCanto – just blew my mind with “linguistic philosophy” – way above my pay grade 😉 #CMWorld

@cahidalgo

 

@CMIContent Requirements and priorities of your target audience. #CMWorld

@mittalvaibhav1

 

@kmullett @ScottLum – we only have 10 minutes left so no worries – #CMWorld

@cahidalgo

 

@cahidalgo Agree – @atxcopywriter is one smart cookie! #CMWorld

@CMIContent

 

A9: As you gather customer info “customizing” should take place. You will never have the perfect picture – don’t wait. #cmworld

@ardath421

 

@cahidalgo Understood. It’s also a point of “push-back” for me with certain vendors. Depends on how they represent. @atxcopywriter #cmworld

@JimCanto

 

@CMIContent A9: Collecting data on customers is a pre-requisite for programs. Talk to your buyers, prospects, do research #CMWorld

@cahidalgo

 

@CMIContent @cahidalgo Aww shucks 🙂 #CMWorld

@atxcopywriter

 

A9: Pre-filling in web forms for instance should happen as soon as you are able. #cmworld

@SueBrady

 

@ardath421 We’re going through that now – learning, customizing, analyzing, tweaking, etc. #CMWorld

@cmcphillips

 

@ScottLum Not sure, but always leery of jargon. Never talk to clients about half of this—rather, just behaviors & relationships #cmworld

@tsledzik

 

@CMIContent – A9 to many orgs miss this point – you have to have buyer insights in order to design a #demandgeneration program #CMWorld

@cahidalgo

 

BIG issue I find in most companies use of marketing automation is they don’t create a persona for influencers who are not customers #cmworld

@Brewbom

 

@SusynEliseDuris I can see that; each org is different depending on size, resources; Perhaps we get too bogged down in semantics? #CMWorld

@pamelamuldoon

 

@cmcphillips It’s a continuous process that never ends 🙂 Just as change never stops, neither can we #cmworld

@ardath421

 

@SusynEliseDuris @pamelamuldoon – #SoMe is a tactic not a strategy. It’s a way to disseminate content – Content is key to DG #CMWorld

@cahidalgo

 

So even though I tell them 5x I AM NOT A FREAKING CUSTOMER and will never buy, I RECOMMEND. they still send me endless sales emails #cmworld

@Brewbom

 

@cahidalgo @atxcopywriter LOL..I skipped college :- Been in sales/marketing forever. It’s not what we say. It’s… (you get the point 🙂 #cmworld

@JimCanto

 

A9 – regarding collecting data, I would refer to Netprospex’s The State of Marketing Data first… #cmworld

@SusynEliseDuris

 

@tsledzik @ScottLum Or use more user-friendly terms and descriptions when you are talking about it. #CMWorld

@atxcopywriter

 

@ScottLum there isn’t enough blood pressure medication on the planet to keep me alive for the duration of such a chat. #cmworld

@kmullett

 

@pamelamuldoon @SusynEliseDuris – but put the buyer as the focal point and that changes – #demandproces #CMWorld

@cahidalgo

 

@ardath421 Important point there. Even with MA data, we are still working in beta and constantly moving/testing. #CMWorld

@tsledzik

 

@ardath421 – it is an ongoing process to help optimize your programs #CMWorld

@cahidalgo

 

Great chat folks. I do get a bit opinionated…but I mean well. Definitely a relevant topic for me. Glad to be here 🙂 #cmworld

@JimCanto

 

@SueBrady – big fan of progressive profiling #CMWorld

@cahidalgo

 

@kmullett @ScottLum Fortunately for you, our topics are secured through the fall. 🙂 #CMWorld

@CMIContent

 

@cahidalgo @SueBrady Yes! We’re starting to use that now. #CMWorld

@CMIContent

 

Q10: What are some tips you wish you had known when starting in marketing automation? #CMWorld

 

@kmullett – sorry to hear that – you should become a #Mktgnerd cc: @Lattice_Engines #CMWorld

@cahidalgo

 

@ScottLum Completely agree with you-one of the things I like best about content & digital is that silos are falling #inthistogether #cmworld

@eccushing

 

@CMIContent @ScottLum and for that I am grateful! lol #cmworld

@kmullett

 

@Brewbom Not an issue I’d thought about, but makes sense. We know the customer/potential customer relationship isn’t only important 1 #CMWorld

@atxcopywriter

 

@kmullett Just for that, I’m going to start #newmarketingtermschat! #cmworld

@ScottLum

 

@CMIContent A10: Been in it for almost 10 yrs. I think it gets back to buyer insights/strategy first #CMWorld

@cahidalgo

 

Good to see you @KyleAkerman and great meeting you a couple of weeks ago! #cmworld

@SueBrady

 

@cahidalgo @pamelamuldoon I don’t believe I said #SoMe was strategy or a tactic – I was using as an ex to understand her question #cmworld

@SusynEliseDuris

 

@SueBrady @KyleAkerman Lucky! #CMWorld

@CMIContent

 

@ScottLum noooooooooooo, no! That’s not true. That’s impossible. #cmworld

@kmullett

 

@CMIContent A10: + a holistic alignment of people, process, content – then technology to get the most from #marketingautomation #CMWorld

@cahidalgo

 

@cahidalgo @kmullett @Lattice_Engines Being a #Mktgnerd sounds like fun! #cmworld

@eccushing

 

@SusynEliseDuris @pamelamuldoon – got it, thx for the clarification #CMWorld

@cahidalgo

 

@eccushing Yes, demandgen is a result of the relationships & nurturing we do and not a term or defined set of tactics #cmworld

@ScottLum

 

@CMIContent @SueBrady And @crestodina was there too! Twice the luck 🙂 #cmworld

@KyleAkerman

 

@cahidalgo it isn’t for lack of understanding and awareness of potential benefits. It’s the overuse. @Lattice_Engines #cmworld

@kmullett

 

@ScottLum @eccushing – #demandgeneration is a strategy – a perpetual process that includes nurturing + builds relationships #CMWorld

@cahidalgo

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

@SueBrady Ditto! Hope things are going well at RM Factory 🙂 #cmworld

@KyleAkerman

 

@cahidalgo @pamelamuldoon Yes, #SoMe is a tactic, and is sim to #content in that they cross org, set up s/b like cross-func team. #cmworld

@SusynEliseDuris

 

Sorry I only made it for a bit of today’s chat – Great stuff @cahidalgo @CMIContent #cmworld

@ardath421

 

@KyleAkerman @SueBrady @crestodina Nice! Hopefully you’ll all be there for our #CMWorld Chat meetup during the event!

@CMIContent

 

Take care all. Nice to meet you @cahidalgo – tweet that blog post with the #cmworld tag cc @CMIContent

@tsledzik

 

Thanks to @cahidalgo for joining us on our #CMWorld chat today! We learned so much from you today!

@CMIContent

 

@ardath421 @cahidalgo Thanks, Ardath! We love when you’re here! #CMWorld

@CMIContent

 

Thx to all who joined #CMWorld today – if I missed a question let me know. Thx to @CMIContent for having me. Let’s do it again!

@cahidalgo

 

A10: Automated emails have to align with the buyer’s journey & should be mapped to the sales cycle. #CMWorld #marketingautomation

@rickwhittington

 

@CMIContent Would love to be there…#nobudgets #cmworld

@SueBrady

 

Nice seeing everyone as usual! Have a great content-filled week #CMWorld

@atxcopywriter

 

See our complete #CMWorld twitter chat schedule here. Next week visual storytelling with @marketingbuddy: http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@atxcopywriter You too – thanks, Kristen! #CMWorld

@CMIContent

 

@ardath421 – thx and glad you joined – always enjoy the discussion #CMWorld

@cahidalgo

 

@SusynEliseDuris: @cahidalgo The good news: As we get better at this stuff integration cross-functional will improve in all areas! #CMWorld

@pamelamuldoon

 

@tsledzik – great meeting you and hope our paths cross again soon #CMWorld

@cahidalgo

 

@CMIContent – TY very much – enjoyed it #CMWorld

@cahidalgo

 

@ardath421 @wittlake Ooh, favoriting for me to read later after #CMWorld chat!

@cmcphillips

 

Thank you to @CMIContent @cahidalgo and everyone here for a great chat as usual! #CMWorld

@eccushing

 

Looking for more information on @cahidalgo and @_ANNUITAS visit http://www.annuitas.com #CMWorld

@CMIContent

 

@cahidalgo @CMIcontent thanks for a great conversation today! #CMWorld

@CarlaJohnson

 

@rickwhittington – sales cycle and buyers journey are VERY different in most cases – go with buyers journey and align to that #CMWorld

@cahidalgo

 

@Ardath421 Hi Ardath! #CMWorld

@CarlaJohnson

 

Don’t forget to register for #CMWorld by 5/31 for a chance @ front row seats for @KevinSpacey: http://t.co/g3NJdAbCQ6. Join us!

@CMIContent

 

Thanks again @cmicontent, and nice to meet you all. I’m off to my local food transference establishment. #cmworld

@kmullett

 

@pamelamuldoon @SusynEliseDuris – agreed, but I think the improvements are moving VERY slow – #chanegemanagement #CMWorld

@cahidalgo

 

@SueBrady Oh no! Watch for more promos and our social contest (June) for some chances to win. Fingers crossed… #CMWorld

@CMIContent

 

@kmullett Thanks Kevin! See you next week? #CMWorld

@CMIContent

 

Good discussion. I look forward to the next episode of #spamchat! #cmworld

@ScottLum

 

Now is the best time! Register for #CMWorld by 5/31 for a chance @ front row seats for @KevinSpacey: http://t.co/g3NJdAbCQ6.

@CMIContent

 

@cahidalgo @pamelamuldoon that’s the unfortunate truth. #cmworld

@SusynEliseDuris

 

Want another chance to attend #CMWorld – take our survey http://bit.ly/RoFfOX

@cahidalgo

 

@CMIContent my magic 8 ball says, “Outlook good.” #cmworld

@kmullett

 

@cahidalgo Thanks for the engaging discussion on #demandgeneration! #cmworld

@SusynEliseDuris

 

@pamelamuldoon @cahidalgo @SusynEliseDuris Good news, IMO, is that we as marketers can help companies integrate in ways to benefit us. #CMWorld

@cmcphillips

 

@pamelamuldoon @cahidalgo @SusynEliseDuris I can be very tactical in what I need, which helps them. Makes them more marketable! #CMWorld

@cmcphillips



/* Act-on Beacon Tracking 170227 */