Tips for Generating Increased Demand in Europe

The topic of demand generation is a much travelled road, and in recent years the most important elements for generating demand have changed considerably. Long gone are the broad mass marketing campaigns with a Web link or number to call; here to stay are the precise, targeted actions that ensure your message reaches the right person. But though the methods have changed, getting the right result still requires you to pay attention to the basics:

• Who are you going to target?
• Which vehicle is most appropriate?
• How will you differentiate your offering?
• Which elements should be measured?
• How will you track results?

The cynicism and scepticism towards overt marketing and PR that exist in a mature market like Europe have led people to look elsewhere for advice and education on services and solutions. As a result, the all-important "Who are you going to target?" question refers not just to the person whom you believe has a need for your offering but also to a wider range of influencers.

In this changed environment, we have suggested the employment of five “levers” to maximise your opportunities:

• Orchestrate a client experience that creates advocates
• Invest in customer relationship programs
• Influence both the new and more traditional influencers
• Balance push and pull marketing
• Employ segment and Account-Based Marketing (ABM)

In this article, we touch on the two levers we discussed at a recent ITSMA Roundtable in Amsterdam: balancing push and pull marketing and Account-Based Marketing.

First, balancing push and pull: Many buyers today proactively approach providers when they have a need for a solution rather than waiting for providers to contact them. In fact, ITSMA’s recent study, How Customers Choose Solution Providers, showed that customers do their own research and find appropriate vendors 66% of the time. This finding demonstrates the importance of balancing push and pull marketing activities to drive interest and generate demand for your offer.

Around Account-Based Marketing, the consensus was that ABM in Europe is still in its infancy compared with more traditional sales and account-planning approaches. Of the companies that have started down the ABM route, most employed an ad hoc approach in Europe in support of more structured programs emanating from the U.S. market.

Participants felt that the ABM approach was well-suited to the U.S. marketplace but that the traditional conservatism of European markets meant that its adoption in Europe might follow a more evolutionary path, where “organic” relationship building would take precedence over a very structured approach.

One thing that everyone agreed on was that, as customers expand their search for providers to a global scale, the need for ABM increases. In a global sourcing environment, deeper relationships with your customers will become key to future success.

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ITSMA specializes in helping companies market and sell services and solutions more effectively. We work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA annual program clients include business leaders such as AT&T, Cisco, Deloitte, EMC, Fujitsu, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing℠, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.