Peeling Back the Layers of the Onion

Before you decide to transition all your lead gen marketing from offline to digital channels, this article from CNET today points out the importance of understanding your targets and how/where they would like to communicate and interact with you.

The article states that younger doctors who have been raised on technology are more apt to embrace it in how they build their practices, treat their patients and communicate and engage with both patients and colleagues. Conversely, older doctors, not having been raised in a digital world, are reticent to embrace IT as robustly. Thus digital marketing platforms and vehicles may not be as effective with more senior targets.

This points to the importance of segmentation and micro-segmentation, with the need to delve further into what would seem like a homogeneous group (ie doctors) to decipher their specific needs, traits and habits.

Surveys and focus group research (not as formal as it sounds -- calling a dozen or so of your customers and asking some basic questions about how they like to engage w/your company, what they like/dislike, where they go for their info, etc) -- are absolutely critical for you to understand how to best communicate and market to your intended targets. It's a wise place to start when developing new messaging and outreach vehicles and as an ongoing exercise helps to supplement the valuable data and results you'll get from your campaigns once they've been deployed.

The First Offer You Should Build

Today MarketingSherpa talks about demos as offers in their article Product Demo With Voluntary Registration Results in 23% Conversion Rate. It underscores the need to have campaign offers that are relevant and targeted, and deliver information in a compelling and efficient way. In my experience in B2B lead gen, there are few offers as well-received, and which produce as high a conversion, as effective demos. Especially on a digital platform, when done correctly demos can succinctly and visually serve information on the target's terms, when, where and how s/he wants.

Online demos provide an opportunity for your target to see and hear how your solutions meet their needs. For software products especially, this gives your prospect a chance to see exactly how your products work in their native environment.

[NOTE: It's important to state that usually product demos are more down-funnel offers, and are used as the prospect has been previously assured that you understand their needs and are now at the stage where they want specific details and proof points as to how your solution satisfies their needs.]

There are a slew of static and rich media platforms available to you that enable you to build and serve up your demo. They can range from simple PowerPoint and Adobe Flash to more sophisticated rich media platforms (co's like EyeView, Articulate and Accela have especially strong solutions that are adept at serving content and increasing conversions). It's safe to say that price rises with the sophistication and robustness of the solution you choose, as well as adoption, dissemination and conversions. Check them out.