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Demand Generation Framework

We created the Demand Generation Framework to help organizations improve their Customer Engagement efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics. This framework was designed with Demand Generation best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Strategic Communications, Demand Generation, Content Marketing, Event Marketing, SEO Management, Campaign Manager and Product Manager.

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Demand Generation Framework

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  1. Demand Generation Framework TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention Web Content Management (WCM) CRM Systems Marketing Automation Platforms Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Platforms Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Competitive Analysis Case Studies/Testimonials Market Share, Profitability Brand Equity Content Usage Demand Generation Demand/Lead Gen Strategy Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows & Webinars Marketing Automation/Email Event Management Platforms Marketing Apps Platforms Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website & Blogs Whitepapers, eBooks Infographics, Podcasts, Videos Content Views, Links Earned Content Conversion Content Published WCM, MA & Marketing Apps Blogging & Video Marketing Content Marketing & Distribution Event Marketing Virtual Events Webinars & Webcasting Conferences & Tradeshows Online Event & Booth Design Audio/Video Web Conferencing Meeting Recording & Publishing Event Marketing & Management Survey & Chat Platforms Marketing Apps Platforms Event Presentations & Webinars Virtual Environments Promos & Marketing Collateral Webinar & Content Views Host & Sponsor Booth Visits Avg. Time Spent in Environment SEO Management Search Engine Optimization PPC & Paid Search Organic Search Site Monitoring, Keyword Search Link Management Page Optimization, Analytics WCM Platforms SEO Platforms Web Development Platforms Keywords, Meta Content & Tags PPC Conversion Copy Landing Pages Keyword Performance Links & Backlinks Traffic & Conversion Metrics Campaign Manager Campaign Management Online Advertising Account-based Marketing, Sales Campaign Development, Monitoring & Measurement Advertising Management Campaign & Advertising Content Email & Social Content Campaign Budgets Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline CRM, MA & Email Platforms Online Advertising, Marketing Apps Predictive Analytics Demand Generation Framework Product Manager Database Marketing Marketing Apps, Analytics & Metrics Product & Program Launch Product Positioning Product & Program Assessment Sales Sheets Sales Presentations Competitive Analysis Avg. Revenue per User Avg. Order Value Conversion & Renewal Rates CRM & Marketing Automation Marketing Apps Platform Dashboard, Predictive Analytics

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