DEMAND GENERATION PROGRAM

Playbook & Toolkit

Follow this step-by-step guide to develop and implement a demand generation strategy
that provides a steady flow of qualified, engaged leads for your sales team.
Table of Contents DEMAND GENERATION PROGRAM

Framework 03

Maturity Model 04

Introduction 06

stage 1 Initiative Preparation 09

stage 2 Lead Definition 13

stage 3 Strategy Planning 17

stage
4 Technology Selection 21

stage 5 Programs & Activities 25

stage
6 Measurement 28

Conclusion 30

About 31
 DEMAND GENERATION
Framework
Click the buttons below to access all related
Leverage the framework below to quickly training, tools, templates, and other resources.
empower your organization’s demand generation strategy.

1 PREPARE 2 DEFINE 3 STRATEGY 4 TECHNOLOGY 5 PROGRAMS 6 MEASURE

Marketing Automation Content Mapping Marketing Automation

Best Practices Guide Buyer Personas Roles Matrix
Solution Study Template ROI Calculator

Driving Value With Buying Process Modern Marketing Online Communities Online Advertising
Case Study Template
Marketing Automation Stage Template Department Structure Technology Overview ROI Calculator

Qualified Lead Marketing Channel Online Advertising White Paper Email Marketing
Maturity Model
Definition Tool Ranking Tool Technology Overview Template Calculator

Demand Generation Lead Scoring Lead Generation Online Event Marketing Press Release Webinar ROI
Maturity Assessment Best Practices Guide Prioritization Tool Technology Overview Template Calculator

Business Case Lead Scoring Lead Acquisition SEO Technology Marketing Calendar Tradeshow Program
Template Template Model Overview Template ROI Calculator

Marketing Funnel Email Marketing Advertising Calendar Online Community

Calculator Solution Study & Budget Template ROI Calculator

Content Marketing Content Marketing

Strategy Workbook Metrics Dashboard
Solution Study Editorial Calendar

Marketing Budget Social Media Marketing Webinar Promotions

Template Solution Study Calendar

Demand Generation
Events Database
Solutions Matrix
 DEMAND GENERATION
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Demand STAGE 1 - Undefined
Generation

Defined, integrated strategy for

Defined strategy and processes
No defined strategy or process for Defined strategy and processes exist for Demand Generation exists across the
for Demand Generation exist in the
Demand Generation; Prioritizes Sales Demand Generation within the Enterprise Enterprise; Campaigns are tracked and
Orientation marketing organization as part of overall
over Marketing activities as a key sales and revenue driver measured by level of engagement and
marketing strategy
revenue impact

Views Demand Generation as a

No focused Demand Generation
Demand Generation initiative in place; VP or Director of Demand Generation with strategic, core capability for building
initiative; Focuses on Lead Generation
Leadership rather than Demand Generation; Priori-
A dedicated program and Campaign budget, staff and resources; Long-term a Modern Marketing Center of Excel-
Managers for Demand Generation exist executive commitment lence (MMCoE); Strategies, processes
tizes Sales over Marketing
and KPIs for Demand Gen are in place

Development stage with point tools

Key platforms (content, email, online All Demand Generation platforms are
for Email, Content and Social Media Uses platforms that perform specific
event, SEO and advertising) have been integrated into a comprehensive Digital
Tools & Marketing; Organization uses paid functions with coordinated tools,
implemented and are connected to each Marketing platform with tight integra-
Platforms search or PPC advertising; Utilizes applications and workflows for email,
other as well as to CRM, Marketing Auto- tion to CRM, Marketing Automation and
basic SEO for website & landing page content & SEO
mation systems other Enterprise-level systems
optimization
 DEMAND GENERATION
Maturity Model

Demand
Generation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Relies on website landing pages with An integrated, Enterprise-wide Demand

Demand Generation campaigns feed Convergence of content, social, mobile
limited content targeting; No formal Generation platform with personalized
Lead Generation through a coor- and video experiences to create full digital
content, email or social campaign & localized content has been imple-
Demand dinated lead qualification process experiences for conversion and sales
strategy exists; Organization uses paid mented and is delivered via email,
Generation search or PPC advertising and utilizes
through email, traditional & online opportunities; Mature SEO processes
SEO, Online Advertising and Marketing
events, content, SEO and Online are in place; A solid investment in Online
basic SEO; Focuses on traditional Apps; Manages the success of Demand
Advertising Advertising and virtual events exists
tradeshow marketing Gen by measuring and improving ROI

A budget supported by a business

No budget allocated for Demand Budget has been allocated for Demand case has been developed to justify Demand Generation budget is
Budget & Generation; Staff is contracted or at the Generation; Defined roles and respon- project & program spending; Dedi- connected to marketing goals; Organi-
Staff Coordinator level and is focused on sibilities have also been established for cated Demand Gen roles have zation is aligned for maximum impact of
Lead Generation Demand Gen been established and are key to the Demand Gen
marketing team and overall strategy

Operational metrics to monitor and Organization uses dashboard metrics Enterprise-wide dashboard with visual
track performance of SEO, Online by each Demand Gen platform, representation of user acquisition,
No formal measurements are in place or Advertising, Email and Content including online events; Limited CRM scoring and engagement by behavior,
Metrics metrics are focused only on paid search Marketing campaigns; Metrics may & MA integration exists; Analytics may experience, brand reach, etc.; Metrics
and PPC leads include email click-thrus, content views include lead scoring and qualification may include campaign conversion &
& downloads, keyword performance, # metrics, webinar views, average time ROI, contribution to pipeline, prospect/
links & backlinks, etc. spent in virtual environments, etc. customer level of engagement, etc.

Want to rate your organization’s Demand Generation maturity with

an interactive tool? Download our Demand Generation Maturity VIEW RESOURCE
Assessment and get started today!
 1 2 3 4 5 6
Initiative Defining What Plan Your Technology Organize Measurement
Preparation a “Lead” Is Strategy Selection Distribution

Introduction

What Is Demand Generation? How to Use This Playbook

Demand Generation, at its most fundamental, includes the strate- This playbook consists of six stages, each with a description of steps,
gies, processes, tools, technologies, and activities used to create and action items. Action items include using our premium tools and
the need, desire or need in a customer or marketplace to purchase templates. Our goal for your use of this playbook is to help you:
available goods or services. This comprises areas such as brand
awareness, product/service interest & education, purchase intent,
Understand Demand Generation to drive sales and
target population reach, audience discovery, and top of funnel
revenue impact within your company
sales activities.

More broadly, today’s Demand Generation programs now support

and optimize the buyer’s entire journey throughout the attraction,
conversion, fulfillment and loyalty stages of the journey.
Evaluate and select the technology that will be the
Given that, it is important to be aware of the primary activities that backbone of your Demand Gen strategy
comprise an effective Demand Generation initiative and the role
Demand Generation plays in an overall Digital Marketing effort.

Plan and craft a strategy to develop a steady flow of

qualified leads for your sales team

DEMAND GENERATION PROGRAM 6

 1 2 3 4 5 6
Initiative Defining What Plan Your Technology Organize Measurement
Preparation a “Lead” Is Strategy Selection Distribution

Introduction

Demand Generation vs. Lead Generation Examples of Demand Gen Activities

Some confusion exists between the functions of Demand and Lead Demand Generation can consist of various marketing related activi-
Generation with some marketers believing that all Demand Gener- ties and channels including the following:
ation is about getting leads. In fact, Demand Generation is a multi-
step process of which Lead Generation is one of the primary
Online
outcomes. Blogging
Advertising
Demand Generation opens the market for a product/service,
creates awareness, discovers new audiences, develops brand
recognition, begins the engagement process, and nurtures target SEO Social Media
populations before they become real leads or prospects for sales.

In contrast, Lead Generation is the process of identifying specific pros-

Content Online
pects and customer types that are most likely to become customers by Communities
Marketing
creating strategies, tactics, and campaigns that will provide engage-
ment between the prospect and the company or brand.
Event Public
In short, Demand Generation casts a wide net over a large poten- Marketing Relations
tial population; while Lead Generation “fly fishes” for the best
possible catch.
Webinar CRM

DEMAND GENERATION PROGRAM 7

 1 2 3 4 5 6
Initiative Defining What Plan Your Technology Organize Measurement
Preparation a “Lead” Is Strategy Selection Distribution

Introduction

Outputs from This Playbook

Stage 1 - Initiative Preparation
Best Practices Report, Benchmark Report, Related
Training Courses

Stage 2 - Defining What A “Lead” Is

Roles Matrix, Maturity Model, Demand Generation
Maturity Assessment, Related Assessments

Stage 3 - Plan Your Strategy

Demand Generation Solutions Matrix, Marketing Automa-
tion Solution Study, Vendor RFPs, Vendor Evaluations
Stage 4 - Technology Selection
Strategy Workbook, Marketing Budget Template, Lead
Acquisition Model, Marketing Funnel Template

Stage 5 - Organize Distribution

Buyer Personas, Buying Process Stage Template, Content
Mapping Template, Webinar Promotions Calendar

Stage 6 - Measurement
Metrics Dashboard, Marketing Automation ROI Calcu-
lator, Online Advertising ROI Calculator

DEMAND GENERATION PROGRAM 8

 DEMAND GENERATION PROGRAM

STAGE 1

Initiative Preparation
In Stage 1, you will focus your efforts around understanding your organization’s strengths and
weaknesses related to Demand Generation, documenting your goals and objectives, and
developing a business case to gain buy-in from senior management for this initiative.
Key steps in this stage include:

STEP 1: Understand Demand Generation

STEP 2: Review Marketing Automation Best Practices
STEP 3: Review the Levels of Demand Generation Maturity
STEP 4: Identify Your Organization’s Level of Maturity
STEP 5: Build a Business Case
 2 3 4 5 6
Introduction
1 Defining What Plan Your Technology Organize Measurement
a “Lead” Is Strategy Selection Distribution
Initiative
Preparation

STEP 1 STEP 2
Understand Demand Generation Review Marketing Automation Best Practices

Action Item Action Item

Read our Demand Generation Best Practices Report Review our Driving Value with Marketing Automation
to learn about the practice area, obtain key insights for How-to Guide to understand how you can drive value with
program development and implementation, and review more advanced uses of your marketing automation system.
the vendor landscape.

VIEW RESOURCE VIEW RESOURCE

This Best Practices Report: In this guide you will learn about:
Details the benefits of Demand Generation How to determine how advanced your program is
Describes the difference between Demand and Lead The different levels of Marketing Automation maturity
Reveals vendor research for six Demand Gen technologies How to evolve your Marketing Automation strategy at each level

DEMAND GENERATION PROGRAM 10

 2 3 4 5 6
Introduction
1 Defining What Plan Your Technology Organize Measurement
a “Lead” Is Strategy Selection Distribution
Initiative
Preparation

STEP 3 STEP 4
Review the Levels of Demand Gen Maturity Identify Your Organization’s Maturity Level

Action Item Action Item

Review our Demand Generation Maturity Model to learn Complete our Demand Generation Maturity Assessment to
how Demand Metric defines four stages of maturity based on understand where your organization falls on the four tiers of
the six key components of Demand Generation. Demand Generation maturity.

VIEW RESOURCE VIEW RESOURCE

The six components of Demand Generation are: The four levels of maturity are defined as follows:
Orientation Undefined
Leadership Progressive
Tools & Platforms Mature
Demand Generation World-Class
Budget & Staff
Metrics

DEMAND GENERATION PROGRAM 11

 2 3 4 5 6
Introduction
1 Defining What Plan Your Technology Organize Measurement
a “Lead” Is Strategy Selection Distribution
Initiative
Preparation

STEP 5
Build a Business Case

Action Item

Use our Business Case Template to ensure senior manage-

ment that Demand Generation initiatives align with current
business goals & objectives.

VIEW RESOURCE

Sections of your business case should include:

Executive Summary
Risk & Contingency Plans
Recommendation
Business Impact Analysis
Assumptions & Decision-Making Criteria
Opportunity Overview & Key Success Factors

DEMAND GENERATION PROGRAM 12

 DEMAND GENERATION PROGRAM

STAGE 2

Defining What a “Lead” Is

In Stage 2, you work with Sales to standardize the definition for a “lead.” It is important to gauge
your target audience and target “lead” in order to strategize for your Demand Metric programs.
Key activities in this stage include:

STEP 1: Understand Your Lead’s Buying Persona

STEP 2: Define Your Lead’s Buying Process
STEP 3: Agree on Definition of a “Lead”
STEP 4: Discover Lead Scoring Best Practices
STEP 5: Define Lead Scoring Parameters
 1 3 4 5 6
Introduction Initiative
2 Plan Your Technology Organize Measurement
Preparation Strategy Selection Distribution
Defining What
a “Lead” Is

STEP 1 STEP 2
Understand Your Lead’s Buying Persona Define Your Lead’s Buying Process

Action Item Action Item

Use the Buyer Persona Template to document relevant Use the Buying Process Stage Template to identify the
information about the prototypical key players involved in messages and assets needed to align your sales process
making a decision to purchase your products and services. and actions with each buyer persona’s progress through
the buying process.

VIEW RESOURCE VIEW RESOURCE

Characteristics you will want to capture include: Buying Process Sales Actions
Background (Job Title, Income, Age, Education) Need � Provoke
Situation (priorities, pain points, motivation, needs, goals) Discovery � Educate
Habits (likes/dislikes, trusted resources, research methods) Consideration � Explain
Decision-Making (authority, budget, purchase process) Decision � Reassure
Review � Maintain

DEMAND GENERATION PROGRAM 14

 1 3 4 5 6
Introduction Initiative
2 Plan Your Technology Organize Measurement
Preparation Strategy Selection Distribution
Defining What
a “Lead” Is

STEP 3 STEP 4
Agree on the Definition of a “Lead” Discover Lead Scoring Best Practices

Action Item Action Item

Use the Qualified Lead Definition Tool to agree with Use the Getting Started with Lead Scoring Best Prac-
Sales leadership on the key criterion required for a lead tices Guide to help marketers score leads by showing
to be considered qualified for sales. how to set up a simple lead scoring system and then
refine it over time.

VIEW RESOURCE VIEW RESOURCE

Key qualification criterion: Read this guide to learn about:

Company (size, industry, location) The case for lead scoring
Contact (seniority level, decision-maker) Setting up a simple lead scoring system
Buying Stage & Needs Refinements to improve results over time
Spending Authority Companies that follow this process will quickly gain imme-
Recentness of Activity (web visits, downloads, call, etc.) diate benefits from lead scoring and have a solid foundation
for future growth.

DEMAND GENERATION PROGRAM 15

 1 3 4 5 6
Introduction Initiative
2 Plan Your Technology Organize Measurement
Preparation Strategy Selection Distribution
Defining What
a “Lead” Is

STEP 5
Define Lead Scoring Parameters

Action Item

Use the Lead Scoring Template to customize a frame-

work for scoring leads on a manual basis. If you have
a marketing automation system, automate this process
with lead scoring rules.

VIEW RESOURCE

Sample Lead Scoring Criteria:

Company (size, industry, location)
Contact (seniority level, decision-maker)
Buying Cycle Stage
Interest
Actions (page views, pricing page visits, etc.)
Recentness of Activity (web visits, downloads, call, etc.)

DEMAND GENERATION PROGRAM 16

DEMAND GENERATION PROGRAM

STAGE 3

Plan Your Strategy

In Stage 3, you plan out your Demand Generation strategy, programs, and initiatives by learning the
important aspects of the Demand Generation Framework and identifying key roles, responsibilities,
processes, technologies, content, and metrics.
The key activities in this Stage are:

STEP 1: Define Roles & Responsibilities

STEP 2: Discover Which Marketing Channels Matter
STEP 3: Design Your Marketing Funnel for Leads
STEP 4: Create a Demand Generation Strategy
STEP 5: Identify Budget Allocations
 1 2 4 5 6
Introduction Initiative Defining What
3 Technology Organize Measurement
Preparation a “Lead” Is Selection Distribution
Plan Your
Strategy

STEP 1 STEP 2
Define Roles & Responsibilities Discover Which Marketing Channels Matter

Action Item Action Item

Review our Demand Generation Roles Matrix to learn how Review our Marketing Channel Ranking Tool to evaluate
all of the departments and components of an organization your marketing channels based on their brand promotion
come together to develop, coordinate, and operate with quality, lead quality, and cost/event.
Demand Generation best practices.

VIEW RESOURCE VIEW RESOURCE

This framework defines Demand Generation efforts across six This tool helps you find your most profitable channels:
categories: Webcasts
Roles Technology E-Newsletter
Responsibilities Content Press Releases
Processes Metrics Also check out our Lead Generation Prioritization Tool.
Also check out our Modern Marketing Department Structure.

DEMAND GENERATION PROGRAM 18

 1 2 4 5 6
Introduction Initiative Defining What
3 Technology Organize Measurement
Preparation a “Lead” Is Selection Distribution
Plan Your
Strategy

STEP 3 STEP 4
Design Your Marketing Funnel for Leads Create a Demand Generation Strategy

Action Item Action Item

Review our Lead Acquisition Model process diagram to Use our Demand Generation Strategy Workbook to provide
communicate your lead generation and nurturing process. senior management with a document that clearly outlines
your action plan for this project. This document will also allow
you to track your strategy progress throughout the year.

VIEW RESOURCE VIEW RESOURCE

This diagram provides you with a read-world example of a Key information to include in scorecard:
potential lead generation process. Your lead acquisition model Objectives
should include Direct & Indirect Marketing Campaigns, Lead
Programs & Initiatives
Scoring, Lead Nurturing Campaign, and Lead Assignment.
Metrics & KPIs
Also check out our Marketing Funnel Template for more ideas.
Timeframes and Goals
Goal Achievement Tracking

DEMAND GENERATION PROGRAM 19

 1 2 4 5 6
Introduction Initiative Defining What
3 Technology Organize Measurement
Preparation a “Lead” Is Selection Distribution
Plan Your
Strategy

STEP 5
Identify Budget Allocations

Action Item

Employ our Marketing Budget Template to help you

track the costs for your Demand Generation programs,
initiatives, staffing, and resources in relation to your overall
marketing budget.

VIEW RESOURCE

The key components of this budget are:

Technology, Implementation & Support
Staffing
Training & Education
Promotions & Marketing Campaigns
Content Development

DEMAND GENERATION PROGRAM 20

 DEMAND GENERATION PROGRAM

STAGE 4

Technology Selection
At this point, you have learned about Demand Generation, identified your target lead definition,
and developed strategies to properly interact with your audience. Now, you will evaluate the tech-
nology landscape in order to implement your strategic initiatives.
This stage includes the following steps:

STEP 1: Review Core Tech for Marketing Automation

STEP 2: Understand Additional Tech Required
STEP 3: Evaluate Vendors and Create a Short List
STEP 4: Submit RFPs to Short-Listed Vendors
STEP 5: Conduct Evaluations and Make Decisions
 1 2 3 5 6
Introduction Initiative Defining What Plan Your
4 Organize Measurement
Preparation a “Lead” Is Strategy Distribution
Technology
Selection

STEP 1 STEP 2
Review Core Tech for Marketing Automation Understand Additional Tech Required

Action Item Action Item

Review the Marketing Automation Solution Study and Review the Solution Studies and Technology Overviews
CRM Solution Study to bring you up to date on the best below to get an excellent overview of what is available to
practices technology and solutions available to get your support your Demand Generation initiative.
system ready.
Check out the following Technology Overviews:

Online Communities Technology Overview

MARKETING Online Advertising Technology Overview

AUTOMATION VIEW RESOURCE Online Event Marketing Technology Overview
Solution Study

SEO Technology Overview

Insights, Landscape, & Vendor Analysis

Check out the following Solution Studies:

Email Marketing Solution Study

CUSTOMER Content Marketing Solution Study
RELATIONSHIP
MANAGEMENT Social Media Marketing Solution Study
VIEW RESOURCE
(CRM) Video Marketing Solution Study
Solution Study

Insights, Landscape, & Vendor Analysis

DEMAND GENERATION PROGRAM 22

 1 2 3 5 6
Introduction Initiative Defining What Plan Your
4 Organize Measurement
Preparation a “Lead” Is Strategy Distribution
Technology
Selection

STEP 3 STEP 4
Evaluate Vendors and Create a Short List Submit RFPs to Short-Listed Vendors

Action Item Action Item

Use our Demand Generation Solutions Matrix to eval- Use our series of System RFPs (listed below) designed
uate the over 50 vendors from all six technologies. Make specifically for Demand Generation to document your
a short list of the vendors you will be considering for requirements for each technology and send off to your short-
implementation. listed vendors to receive more information on their solutions.

VIEW RESOURCE VIEW RESOURCE

This matrix covers the following focus areas: The following additional RFPs are also available:
Email Marketing Marketing Automation System RFP
Interactive Marketing Apps Email Marketing System RFP
Online Advertising Online Advertising System RFP
Online Event Marketing Online Event Marketing System RFP
Predictive Marketing Analytics SEO System RFP Template
Search Engine Optimization (SEO)

DEMAND GENERATION PROGRAM 23

 1 2 3 5 6
Introduction Initiative Defining What Plan Your
4 Organize Measurement
Preparation a “Lead” Is Strategy Distribution
Technology
Selection

STEP 5
Conduct Evaluations & Make Decisions

Action Item

Use our series of Vendor Evaluations (listed below) designed

specifically for Demand Gen to compare vendors against
one another based on up-to-date technology requirements.
After this exercise is complete, decide on your solution(s).

VIEW RESOURCE

Use the following matrices to help your decision making:

Marketing Automation Vendor Evaluation
Email Marketing Vendor Evaluation
Online Advertising Vendor Evaluation
Online Event Marketing Vendor Evaluation
SEO Vendor Evaluation

DEMAND GENERATION PROGRAM 24

DEMAND GENERATION PROGRAM

STAGE 5

Programs & Activities

In Stage 5, you will be organizing your key lead generation programs.
Here are the three steps you will take in this stage:

STEP 1: Leverage Demand Gen Best Practices

STEP 2: Map Content to Your Leads Buying Process
STEP 3: Organize your Demand Gen Programs
 1 2 3 4 6
Introduction Initiative Defining What Plan Your Technology
5 Measurement
Preparation a “Lead” Is Strategy Selection
Programs &
Activities

STEP 1 STEP 2
Leverage Demand Gen Best Practices Map Content to your Leads Buying Process

Action Item Action Item

Leverage our collection of related training courses, play- Use the Content Mapping Template to create a visual
books and frameworks (see below) to help you implement representation of the content for your lead nurturing plan.
best practices in your Demand Generation program.

Online Advertising Blogging

SEO Social Media
Content Marketing Online Communities VIEW RESOURCE
Event Marketing Public Relations
Webinar CRM

Here are a few resources you can use when creating content:
Case Study Template
White Paper Template
Press Release Template
Business Case Template

DEMAND GENERATION PROGRAM 26

 1 2 3 4 6
Introduction Initiative Defining What Plan Your Technology
5 Measurement
Preparation a “Lead” Is Strategy Selection
Programs &
Activities

STEP 3
Organize Your Demand Gen Programs

Action Item

Use our Marketing Calendar Template to plan and orga-

nize all of your Demand Generation activities and then
provide to your sales team, to keep them updated on your
campaigns.

VIEW RESOURCE

You can also make use of our other organizational templates:

Advertising Calendar & Budget
Content Marketing Editorial Calendar
Events Database Template
Webinar Promotions Calendar

DEMAND GENERATION PROGRAM 27

 DEMAND GENERATION PROGRAM

STAGE 6

Measurement
Now that you have executed your strategy, implemented technologies, begun running your programs &
activities, you can start to measure the results of your Demand Generation program.
In this Stage, you will:

STEP 1: Calculate ROI from Marketing Channels

STEP 2: Measure Your Demand Generation Program
 1 2 3 4 5
Introduction Initiative Defining What Plan Your Technology Organize
6
Preparation a “Lead” Is Strategy Selection Distribution
Measurement

STEP 1 STEP 2
Calculate ROI from Marketing Channels Measure Demand Generation Program

Action Item Action Item

Use the Marketing Automation ROI Calculator to calcu- Use the Demand Generation Metrics Dashboard to track
late the overall financial impact that Marketing Automation the Key Performance Indicators (KPIs) for your program.
can have on your business. Update this dashboard on a monthly basis to generate
high-quality graphs that will show your progress.

VIEW RESOURCE VIEW RESOURCE

We also have other ROI calculators for specific channels: Some of the key metrics we suggest analyzing are:
Online Advertising ROI Calculator # MQLs Created Cost Per Lead (CPL)
Email Marketing ROI Calculator SQLs v. MQLs Keyword Performance
Webinar ROI Calculator Webinar Views # Links & Backlinks
Tradeshow Program ROI Calculator
Online Community ROI Calculator

DEMAND GENERATION PROGRAM 29

DEMAND GENERATION PROGRAM

Conclusion
At the end of any project, its always a good idea to review it and identify
areas for improvement.

Demand Metric has the tools and expertise to help you build an effective
Demand Generation program:
Create or audit your existing Demand Generation strategy plan
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals

To learn more, contact Demand Metric: [email protected]

DEMAND GENERATION PROGRAM

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 DEMAND GENERATION PROGRAM

About Demand Metric

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