The most visible sign of a market slowness, and I hate to admit it, is lower web traffic on our sites. Site traffic is down and lead generation is following this trend. Our demand generation method is to provide information. This information is gleaned from our daily talks with our prospects and customers about problems are priorities. And what problems, if solved, would be high payback.
Marketing budgets suffer the cost cutting slice first. I have trouble rationalizing this. The market is down, defined by less orders and less demand for our products….Marketing is cut? Is not marketing the path to demand generation? It should be. Marketing people should have simple method to show marketing value. Many do not. Our comnpany due to budget restraints and the need to be very efficient, always used direct response marketing. Every piece which was used, is measured. This helps us rationalize marketing spend and manage the marketing reputation.
Demand generation, now and always, should laser focus on solving problems. The best ads, which pull the best, are written by looking through the target prospects eyes. Solve a problem and the ad will pull.
