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shifting from lead generation to demand generation this is going to be a really practical guide to how to do it so i'm going to break it down into two ways starting with the things you can do right away that don't actually involve changing from an mql model so these are things like utilizing a subject matter expert for your content optimizing the content you share on your linkedin organic channel moving from promotional to value-led content upping your game when it comes to products and bottom of funnel content so creating demo videos workflow stories etc building your own media machine and subscription channels so things like podcasts newsletters youtube channel picking what makes the most sense for your audience changing the way you think about your blog so it's not just a place that content goes to die and is shared once on linkedin organic it becomes the hub of shareable content for that media engine you're building um it's subject matter led it's timely it's journalistic it's written by experts that are finding the trends from dark social and then increasing the amount of video content that you do by doing all of these things you'll actually set yourself up much better for point two which i'm now about to come on to and this is changing the things that will alter the mql model and this is how we approached it at cognizam and how you can too so we didn't go cold turkey and i wouldn't recommend that you do that either step one is how you should approach anything that you try that is new and untested um it requires requesting some net new budget a timeline and a hypothesis so i requested 5k per month as a cmo testing budget and i created a proposal that i would use this for three months to run our demand generation ungated play on some of our top performing content and actually optimizing for consumption and not for conversions my hypothesis was that i would start to see an increase in inbound demo leads in line with this additional spend on demand generation we did this over three months and we actually saw a 47 increase in these high intent demo requests on our website hypothesis proven step two split the reporting funnel so understand the conversion rates from direct demos versus mqls for us we saw that we needed 25 high intent website demo requests for one deal versus 500 mqls from content for one deal and the acb was actually much lower on those content deals as well so once you're tracking this data you can actually start to report on it in executive meetings starting to show key stakeholders like rev-ops vp of sales and cfo etc what the difference looks like step three is take your reporting a step further and split out your mql campaigns don't look at them in a blended view and actually when you start to analyze them clearly you'll see that there are underperforming campaigns within that mql um campaign structure and if you set clear benchmark for performance and this should be your breakeven cost per lead which is calculated by your average deal size times your lead to close one conversion rate then for any mql campaigns that are underperforming against that benchmark you can stop those and reallocate budget into your demand gen activities instead of keeping on only and you can keep on only the top performing campaigns soon your experimental budget will actually almost double without any material impact on your total mql output um and you've just consolidated and optimized essentially at this stage so we ran things like this for a further three months at cognizam and then we had all the data we needed to start making a more dramatic shift away from mqls to demand gen so we started to change our split of activities more dramatically at this point um being 90 demand gen lead and 10 mql and your sales leaders won't push back on getting more time back for their team to focus on outbound it actually makes managing their performance much easier they're more accountable and there's less excuses on their time so if the other thing is if you own a revenue goal and you say to your cfo or your ceo i can still hit this goal with this change i can fill the content deal gap with increased inbounds that convert a much faster rate at a higher acb i've got this they can't really push back especially when you've proven it out in the numbers at this point if you keep hitting that number month after month with this approach you're going to build up good will to take that further still um yeah and the best thing is that all the work you do in step one actually fuels the further steps and it doesn't require any dramatic move away from the mql piece and we're actually making that shift very gradually and slowly proving it out at each stage so i hope that's helped frame how you can move from lead generation to demand generation and given you some ideas for how you can get that going in your organization today [Music] you