A Demand Generation Framework
Part of the Periodic Table of Marketing
The elements of demand generation
Bm
Budget Management
Budget management is the foundation of effective advertising. By strategically allocating resources, it ensures every dollar works to maximize ROI and prevent overspending. This enables data-driven decisions and drives business growth.
Bp
Business Profiles
Optimizing your own business profiles is a key demand generation strategy. It boosts visibility and credibility, making your company easy to find and trust. This ensures accurate information and encourages potential customers to engage.
Di
Display Advertising
Display advertising is a powerful tool for demand generation. It builds brand awareness and initial interest by visually engaging a broad, targeted audience, a crucial first step in creating a sustainable lead or sales pipeline.
Li
Listings
transforms marketing and sales by turning guesswork into data-driven decisions. Analyzing vast datasets provides deep insights into customer behaviour, enabling highly personalized campaigns and optimized strategies for a better return on investment.
Na
Native Advertising
By blending seamlessly with a platform’s content, native advertising bypasses ad fatigue to deliver a brand’s message. This non-disruptive format builds trust and positions a brand as a thought leader, creating high-quality interest and leads.
Ps
Paid Social Media
Paid social media is a key demand generation tool. It uses precise targeting and massive reach to build brand awareness and initial interest, filling the top of the sales funnel with new, relevant audiences.
Px
Performance Max
Performance Max campaigns leverage Google’s AI to proactively find new customers and build awareness across all of its channels. This cross-channel approach creates initial interest and efficiently fills your lead pipeline.
Pd
Podcasting
Podcasting builds trust and thought leadership by creating a connection with a highly engaged, niche audience. This makes it an ideal format for generating qualified interest and filling the top of the sales funnel.
Pg
Programmatic Ads
Programmatic advertising’s data-driven automation allows for efficient, large-scale ad placement, reaching new audiences with precision. This is a powerful way to build brand awareness and create initial interest.
Re
Retargeting
Retargeting keeps your brand top-of-mind for warm prospects, nurturing initial interest. This provides a continuous, supportive touchpoint that reinforces a sales rep’s message and helps to close deals more effectively.
Sb
SEM – Bottom Funnel
Bottom-funnel SEM campaigns are crucial in demand generation. They target high-intent searchers that are likely to convert, typically leading to a high ROAS and a shorter sales cycle.
St
SEM – Top Funnel
Top-funnel SEM campaigns target broad, informational keywords to capture an audience at the very beginning of their journey. This is a powerful way to build brand awareness and create initial interest.
Vb
Value-based Conversions
Assigning values to conversions allows marketers to prioritize campaigns based on their actual business value and revenue potential, ensuring you optimize for the most valuable outcomes and prove a clear ROI.
Vi
Video
Video’s high engagement and visual nature help to build a personal connection and simplify complex ideas. This makes it a highly effective way to create the initial interest needed to fill the sales funnel.
A framework for demand generation
The Periodic Table of Marketing is a proprietary marketing strategy framework that enables organizations to:
- Audit the components of the marketing mix
- Identify marketing risks and opportunities
- Prioritize marketing tactics
- Optimize the marketing and sales funnel
This strategic marketing framework comprises 14 Tactical Groups, all representing a vital part of a high-performance marketing engine. Each group contains Marketing Elements, each a key component to tactical success.
Investigating and documenting the status, opportunities, and priorities of each Marketing Element provides organizations with a clear marketing roadmap, showing what they should do next to push the needle.
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Practical Use
The Periodic Table of Marketing framework is used to audit, document and prioritize marketing risks and opportunities. This typically starts with a full audit or a partial audit (limited to one or multiple Tactical Groups).
The audit provides a roadmap and a visual overview in a spreadsheet, showing the current status of each Element and providing practical recommendations to improve performance. The recommendations can be implemented in-house or through an agency.
As every component of the marketing mix acts as a multiplier, every improvement leads to a more effective and robust marketing engine, improving brand equity, conversion rates, and sales.
Give it a try!
A Google Ads account is a treasure trove of information, as it touches many parts of the marketing mix: targeting, messaging, KPIs, branding, budgets, CRO, and more.
Order your free Google Ads audit to see how the Period Table of Marketing can assist you in meeting your marketing goals.
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