Home Demand Creation Tactics Definitions

Demand Creation Tactics Definitions

April 15, 2015

Taking one of our benchmark surveys? The following definitions and examples should help out as you categorize your field marketing spend to match SiriusDecisions' definitions. Doing so will provide an apples-to-apples comparison when compared against your peer group.

Banner advertising

Clickable display ads that the company gets charged for on a per-click basis. Spend includes the creation and deployment of these ads.  

Click-through rate: The percentage of clients or prospect who click on the banner ad based on the number of impressions and perform the next action in the chain of events, i.e. form fill-out, content download, webcast registration, etc. 

E-mail campaign service provider

Spend attributed to outside agencies that will run e-mail campaigns on an as-needed basis on behalf of the company, typically when the company doesn’t have a marketing automation platform in house. 

Click-through rate: The percentage of clients or prospects who open the email sent by a third-party and click on a link within it, leading them to a website, blog or other desired destination. 

Live Events

Events that are company owned, are in-person and last no more than one day

Convert rate: The percentage of clients or prospects attending your live event who follow-up by setting up an appointment, or downloading content related to the event, or another related action. 

User Conferences

Events that are company owned, are in-person and last more than one day 

Convert rate: The percentage of clients or prospects attending your user conference who follow-up by setting up an appointment, or downloading content related to the event, or another related action. Search keyword sponsorship – keyword purchase for sponsored search engine results 

Click-through rate: The percentage of clients or prospects clicking on the sponsored advertisement based on the number of impressions and perform the next action in the desired chain of events, i.e. form fill-out, content download, webcast registration, etc. 

Contact list rental/purchase

Augmenting contact lists through or renting contact names and information from third party providers, such as Zoominfo, Netprospex etc. for purposes of demand generation campaigns. 

Convert rate: The percentage of prospects from the rented or purchased contact list which perform a follow-up action as intended by the demand generation campaign. 

Search engine optimization

Optimizing web content to show up in organic search results 

Click-through rate: The percentage of clients or prospects who click on the organic search result and performs the next action in the desired chain of events, i.e. form fill-out, content download, webcast registration, etc. 

Third-Party Teleprospecting

Engaging with third-parties that provide lead discovery or qualification services such as contact discovery, campaign follow-up, cold calling, appointment setting, lead nurturing etc. 

Convert rate: The percentage of calls placed by the teleprospecting team, which connect to an individual. 

White paper downloads

Spend that includes the creation, such as outside writers or creative and their deployment through owned or not-owned web-properties, such as placement costs. 

Convert rate: The percentage of prospects or clients who download a whitepaper and then engage in a follow-up action i.e., request additional information, or accept a phone call from teleprospecting. 

Association marketing

Fees paid for membership to industry or professional associations or to be listed in certain publications, for the purpose of demand generation 

Click-through rate: The percentage of clients or prospects who click on a web property located on the association’s (i.e. MOCCA) website, leading them to your website to perform the next action in the chain of events, i.e. form fill-out, content download, webcast registration, etc.

Content syndication

Spend attributed to the deployment of company controlled content through third-parties, such as publications, websites, business partners etc. 

Click-through rate: The percentage of clients or prospects who click on a web property located on the site where the content is syndicated, leading them to your website to perform the next action in the chain of events, i.e. form fill-out, content download, webcast registration, etc. 

Webcasts/webinars

Web-based presentations run through owned technology or hosted services that sometimes charge a flat fee or a fee based on the number of participants, as well as any expenditures for guest speakers and content creation. 

Convert rate: The percentage of invitations to a webcast or webinar, which result in registrations. 

Virtual events

Web-based trade shows. 

Convert rate: The percentage of invitations to a virtual event, which result in registrations. 

Trade shows

Non-company controlled events that the company participates in as an exhibitor or attendee, but doesn’t control other attendees or content, used for demand generation. 

Convert rate: The percentage of clients or prospects attending your space at a trade show who follow-up by setting up an appointment, or downloading content related to the event, or another related action. 

Newsletters

Creation of periodical structured e-mail or print communications for demand generation. 

Click-through rate: The percentage of clients or prospects, which open an email containing a newsletter. If print is used, the percentage of prospects or clients who responded to an action specifically noted in the newsletter. 

Direct mail

Spend attributed to the creation and deployment of mailings for demand generation. 

Convert rate: The percentage of prospects or clients responding to an intended action specific to the direct mail campaign. 

Demos

Spend attributed to the creation and deployment of applications that demonstrate the use of the product/service 

Convert rate: The percentage of prospects or clients who progress through the buyer’s journey after viewing a demo – i.e., agreement to buy. 

Video

Spend attributed to the production and placement of videos for demand generation. Convert rate: The percentage of clients or prospect who engage in a subsequent activity after viewing a video intended to generate demand i.e., download a white paper, register for an event, etc. 

Trials

Spend attributed to the creation of systems and applications that enable and track trial periods. 

Convert rate: The percentage of prospects or clients who progress through the buyer’s journey after a trial offer – i.e., agreement to buy.