Demand Generation Starts With Data

Presented by

Steve Masters, Service Director, Vertical Leap

About this talk

Many people talk about demand generation in the context of inbound marketing. You may think about it as an active effort – where you use technology and smart ideas to attract people’s attention. This session states that demand generation starts with an understanding of your target audience and your marketplace. We have access to so much data that can help us identify who is the ideal customer, where they congregate and what language they use. We can use these insights to audit out own offering to identify gaps in our offering. Does our content answer their questions? Do the products we sell appeal to them more than the products of our competitors? Are we trying to reach them in the wrong places or in the wrong way? We will look at ways to track and analyse trends and some methods for carrying out your own gap analysis.

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