When I joined Leadspace a year ago I was, like most of us, used to the current way of approaching demand gen. I had run quasi-“targeted” campaigns in various channels projecting that the right amount of quality leads would come in that fit various filters: geography, job title, company size. These would then convert at certain rates and I would, hopefully, hit my goals. Email, content syndication and other channels all aligned under this hope that I’d be able to pull in the right amount of MQLs out of the ether.
Well, all that has changed dramatically since I’ve had the good fortune to use Leadspace for our own demand gen efforts. Rather than this dynamic of just hoping we get the right amount of leads out of the faceless masses that are out there, we know our target audience, our “lead space.” Each and every one of them. And we know how we can reach them. Now it’s just a matter of coordinating marketing efforts to engage them and move them through the funnel. I’m focused on the efforts that make demand gen, well, fun… and effective.
Tactically, what’s changed for our operation?
- We lean on channels that allow 1 to 1 targeting: Email, phone outreach, programmatic display (email to cookie matching). Other channels like events, paid search and content syndication still play a role to add scale but they may be less efficient. As with inbound leads, we’re able to prioritize leads from the those channels once we’ve enriched and scored them appropriately.
- We focus on ungated content for outbound efforts vs. putting content behind a form. With Leadspace’s enrichment, we already have all the information we could possibly hope for on a lead so we’re really just looking for ways to engage these prospects with the least amount of friction possible.
- Measurement: In addition to the standard metrics by channel and conversion through the funnel, we’re starting to measure penetration of top target accounts as well as penetration of our overall lead space. We know where we stand and the opportunity that’s out there.
All of this is really a shift in how we think about demand gen, particularly on the outbound side of things. It’s closer to shooting fish in an admittedly large barrel versus casting a line into the Pacific and hoping you get a bite. It’s not that demand is suddenly easy. It’s not. It just makes demand gen much more tangible versus the current approach that leaves so much unknown… and inefficient.