Expertise

Marketing & Demand Generation

Improving demand generation and marketing TOM.

Marketing & Demand Generation

Many companies experience a loss of impact in the "upper funnel." We see that the reason for this is target customers, messages and channels not being sufficiently clearly prioritized. Another reason is budgets which are flowed into tasks rather than measurable results. At the same time, siloed consideration of strategy, product, marketing and sales impedes implementation being consistently carried out all the way through to the opportunity. Even though signals (intent, interactions, content usage) are generated along the journey, these are not consistently evaluated and translated into lead quality. If MQL definition, MQL-to-SQL handover and measurement logic do not match, the pipeline impact remains unclear and the marketing ROI drops. We work with you to develop a strategy for demand generation. The focus is on target customers, positioning, messages and an upper funnel setup that specifically builds demand and makes use of journey signals.

Our solution approach

MQL quality We refine positioning and demand 

We define how MQL quality is created and how the handover to sales works. The operational execution of the campaign is of course up to you. Our approach encompasses:  

  • Target customers, positioning and value proposition as a basis for a personalized approach via channels  

  • Upper funnel management concept with journey signals, lead scoring and nurturing to increase MQL quality  

  • Clear MQL-to-SQL criteria, handovers and feedback loops with sales to increase conversion  

  • Measurement logic for marketing effectiveness and marketing ROI: A small number of KPIs, budget control according to impact, transparent pipeline contribution  

We design your One Marketing TOM 

Marketing strategy and concepts should also work globally. With this in mind we can design a One Marketing Target Operating Model with clear roles, interfaces and decision-making rights between headquarters and markets: Headquarters provides excellence and standards, content and campaign logics, as well as governance, while the markets are adapted for proximity to the customer and market. The expertise is bundled into a One Marketing community as a center of excellence. This facilitates the scaling-up of successful concepts and ensures consistency and speed – in close coordination with sales. So demand becomes a measurable pipeline. 

Demand generation becomes effective when the upper funnel, journey signals and MQL-to-SQL interact seamlessly and marketing ROI and pipeline contribution are transparent.

Johannes Kiekhöfer | Head of BU Commercial Excellence