#132: How To Build A Winning Business Case and Get Internal Buy in For Demand Generation? - Demand Gen mini-series Ep.4

The B2B Playbook

How do you get buy-in from your organization to pursue Demand Generation as a strategy?

We show you EXACTLY how, step-by-step.

(Plus we share some free templates to help you put together the presentation you need to!)

We cover everything from evaluating the effectiveness of your current lead generation efforts to calculating the true ROI of your marketing activities, including often-overlooked costs like sales time. Additionally, we introduce the concept of a "split the funnel" analysis to identify high-intent leads and demonstrate the significant impact demand generation can have on your pipeline and revenue.}

We share clear examples, real-world scenarios, and walk you through the process of presenting a data-driven business case to leadership, highlighting the limitations of traditional lead generation and the scalable growth potential of demand generation.

This is pt.4 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ How to assess the profitability of your current marketing efforts

+ The importance of including sales costs in your ROI calculations

+ Techniques for identifying high-intent vs. low-intent leads

+ Strategies for gradually shifting towards a demand generation model

+ Tips for building a convincing business case for demand generation

This episode is a must-watch for any B2B marketer looking to drive sustainable growth, improve sales enablement, and gain leadership buy-in for a demand generation strategy.

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00:03:18 Defining Demand Generation

00:05:15 The 97% Market Opportunity

00:06:15 Evaluate Current Strategy

00:07:24 Calculating Cost per Lead

00:09:52 Including Sales Cost in ROI

00:11:46 Calculating Revenue from Leads

00:14:02 The Importance of True ROI

00:15:22 Split the Funnel Analysis

00:19:01 Mapping High vs Low Intent Leads

00:21:58 Proposing Demand Generation

00:24:23 Building the Business Case

00:27:00 Gradual Shift to Demand Gen

00:29:11 Key Takeaways

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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S06 E132 - The B2B Playbook

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