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E245 Demand Creation. Ann Miura-Ko January 2011. Agenda. Demand Creation Definition Direct customer relationship Indirect customer relationship Metrics and Experimentation. value proposition. key activities. customer relationships. key partners. customer segments. cost structure.

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e245 demand creation

E245 Demand Creation

Ann Miura-Ko

January 2011

agenda
Agenda
  • Demand Creation Definition
  • Direct customer relationship
  • Indirect customer relationship
  • Metrics and Experimentation
slide3

value proposition

key activities

customer relationships

key partners

customer segments

cost structure

revenue streams

key

resources

channels

3

images by JAM

slide4

Test Hypotheses:

  • Demand Creation
  • Test Hypotheses:
  • Problem
  • Customer
  • User
  • Payer

Agile Development

  • Test Hypotheses:
  • Product
  • Market Type
  • Competitive
  • Test Hypotheses:
  • Channel
  • (Customer)
  • (Problem)

Customer Development Team

  • Test Hypotheses:
  • Channel
  • Test Hypotheses:
  • Size of Opportunity/Market
  • Validate Business Model
  • Test Hypotheses:
  • Pricing Model / Pricing
slide5

CUSTOMER RELATIONSHIPS

what relationships are you establishing with each segment? personal? automated? acquisitive? retentive?

demand creation
Demand Creation
  • How will customers segments hear about your product?
  • How does market type impact my strategy?
  • How much will it cost to acquire a customer using these strategies?
market type
Market Type

How does market type influence demand creation?

Market Type determines:

  • Rate of customer adoption
  • Sales and Marketing strategies
  • Cash requirements
demand creation by market type
Demand Creation by Market Type
  • Create, drive demand into your sales channel

Existing

  • Educate the market about what’s changed
  • Drive demand into your sales channel

Resegmented

  • Educate the market
  • Identify and drive early adopters into your sales channels

New

who needs to hear about you
Who needs to hear about you?

End User

Suppliers

Influencer / Recommender

Channels

Economic Buyer

Government

Decision Maker

Partners

agenda1
Agenda
  • Demand Creation Definition
  • Direct customer relationship
  • Indirect customer relationship
  • Metrics and Experimentation
getting free users
Getting Free Users

Demand

Creation

  • SEO (without consultants)
  • Blogging / Sharable content
  • Social Media / Gaming Mechanics
  • Communities
  • Proven viral coefficient > 1

NOTE: “Viral” isn’t a strategy, it’s a product feature you either have or you don’t

paid channels
Paid Channels
  • PR
  • Demand Capture
    • SEM
    • “Free” products (e.g. widgets)
    • Biz Dev
    • Affiliate Marketing
  • Market Education
    • Webinars
    • Email marketing
    • Trade Shows
    • Analyst Reports
    • Direct Sales
    • TV / Radio

Demand

Creation

slide14

How many come through the first step?

  • How much does that cost?
  • What is the conversion between each level?
  • How much in revenues can you get out of each acquired customer?
agenda2
Agenda
  • Demand Creation Definition
  • Direct customer relationship
  • Indirect customer relationship
  • Metrics and Experimentation
healthcare system requirements
Healthcare – system requirements

Payer

  • Approval of product category
  • Compelling clinical benefits and cost reduction
  • Product approval
  • Manufacturing approval
  • Quality control process approval

FDA

healthcare marketing
Healthcare & Marketing
  • Free samples
  • Professional papers
  • Speeches by leading academics and influential doctors
  • Leading institution as reference customer
  • Conference presentation
  • Continuing medical education

Product Champions

  • Restrictions on user generated content
    • Adverse event postings
    • Off label use postings
  • Restrictions on direct selling to doctors

FDA

critical questions
Critical questions
  • What are critical regulations and approval processes that need to happen prior to launch of product?
    • Industry
    • Federal / State
  • Are there regulations on marketing efforts as well?
  • Who influences the purchasing decision and how can they become an ally?
    • What is required to be endorsed?
agenda3
Agenda
  • Demand Creation Definition
  • Direct customer relationship
  • Indirect customer relationship
  • Metrics and Experimentation
customer acquisition cost

How much do you have to spend here

To get one customer here

PayingCustomers

$

Customer Acquisition Cost

Demand

Creation

Acquisition

the sales funnel enterprise software

Leads

The Sales FunnelEnterprise Software

PayingCustomers

Qualified Lead

First Sales Call

Demonstration

Proposal

Feasibility

Purchase Order

$

other sales funnels
Other Sales Funnels
  • What does your funnel look like?
  • How long does each part of the funnel take?
  • What % converts between each section?

Visit

Sign Up

Activate

Upgrade

1.

Informational Meeting

Trial

Contract Negotiation

Signed Contract

2.