The #1 most downloaded DGU episode last year was on this same exact topic:
What will good demand gen look like this year?
Mark and Jason ran it back and talked about what good demand gen will look like in 2023.
Listen to this episode and find out:
- What budget cuts might mean for demand gen marketers
- The ins-and-outs of conversion rate optimization
- Why you should target the entire buying committee with different messaging
Three top takeaways:
Takeaway 1: Conversion rate optimization will finally have its moment
Demand gen marketers spend so much time (and money) getting clicks and traffic. Then scratch their heads and wonder why people aren’t converting on our website.
There’s huge upside if you haven’t done any CRO work.
Don’t waste time trying to perfect your data and paralyze yourself. You can still get massive insights with directional and imperfect data.
We’re in the middle of a funnel audit right now. For every 1% we increase our close rate, we can create $2M less pipeline as a marketing team every quarter. That’s massive.
Start broad with total traffic, demo starts, and demo completions by page. It’s all about building muscle and narrowing your focus in 2023.
Takeaway 2: Let buyers play with your product without forcing them to talk with Sales
Every software decision is under serious scrutiny right now. No one wants to buy wrong tool. Because when you do, your neck is on the line.
Your buyers are the same way. Show them what’s actually underneath the hood. Let them try it before they buy it.
Share ungated product videos. Offer clickable product tours with Navattic. Create sandbox environments with TestBox.
Most companies don’t take this approach out of fear. Fear of not getting it right. Fear of not providing a good experience. Fear of giving up control to your buyers.
The companies taking this approach will qualify more of the right people, weed out the wrong people, and win big in 2023.
Takeaway 3: Word of mouth will be more important than ever before
We buy software from companies (and people) we know, like, and trust.
Buyers want to know what it’s like to actually use your product. They want open, honest feedback from people just like them.
And it needs to happen organically or people won’t believe it. You can’t pay and hack your way into it.
We hosted an AMA style webinar with two Metadata customers last month. We gave them the seed questions the day before and had no clue what they were going to say.
We invite prospects to the DEMAND Community so they can get their most important questions answered – directly from Metadata customers.
Marketing is so much more believable when it comes from your customers in their own words.