Article: Eleven Steps for Successful Demand Generation

6 pages

Results such as sales and qualified leads have become the top priorities for human resource (HR)/employee benefits marketers and have superseded traditional marketing objectives. Lead generation tactics can help marketers meet the revenue-focused demands of executives and create provable ROI. The HR/employee benefits marketplace, like so many others, has been undergoing a rapidly accelerating conversion for the last decade.

Marketers are under pressure from executives to generate more revenue and demonstrate more accountability. At the same time, they are furiously working to adapt and expand their marketing portfolio to accommodate an increasingly online marketplace. Recent research from TNS Media shows Internet display ads grew by 13% during 2005 (and this does not include pay per click advertising). During this same period, ad spending in B2B magazines (e.g., HR trade magazines) grew by only 2.4%.