Not quite ready for Demand Gen?
We believe it is always the right time to start a demand generation program… but you may be feeling the need for better brand positioning.
Demand Generation is all about driving leads.
While you are trying to find and nurture new prospects into leads, your prospects are searching for solutions to their problems. Demand Generation is the process of building awareness and interest in your company’s product or service by creating and serving valuable content that answers your prospects’ most urgent questions. Our Demand Generation programs are built to help you understand your buyer’s problems, create valuable content that answers those questions, and continually feed your prospects that content until they are nurtured into marketing qualified leads.
Marketing is an asset that increases in value over time. We needed a strategic partner to advance our marketing goals and properly position us for success in the marketplace over the long haul. We found that partner in Golden Spiral. They are keenly empathetic, thorough, and supportive of the work we do. The have helped us at every step of the journey, and continue to do so today.
Program Design
Before beginning a demand generation program, we will work with your team to design the right program activities and strategies that will be most effective to achieve your goals and compliment your team. With a clear program established and a contract in place, we will initiate the program foundation.
Buyer Matrix℠
If you have not gone through our Branding & Positioning process, we start by creating a Buyer Matrix℠ that maps your buyers’ problems to your solution, to ensure we have a deep understanding of who your target audiences are.
Account Acclimation
We will review your digital presence by analyzing what you are doing today and where you currently rank against your competitors. Our team will review your website, SEO, SEM, content, and social platforms to ensure we build upon what exists and fill the gaps we uncover.
Establish Key Performance Indicators (KPIs)
Using what we learned from the buyer matrix and account acclimation, we will review your response to our detailed program questionnaire to understand the current state of your business and your goals to establish the program KPIs, outlining your baselines and growth goals to ensure we use real data to steer the program as we progress.
Standing Weekly Meeting
We maintain a weekly standing meeting to ensure the program is on track and that both teams remain aligned on the objectives. If we need to review any deliverables and dive deeper into analytics, we use this time to do so.
3-Month Program Review
This meeting is used to review the results of the previous quarter and to set the stage for the following quarter. We will review activities and deliverables achieved the previous quarter, review the key performance indicators, discuss the coming quarter’s initiatives and adjust any KPIs accordingly.
Ongoing Program Adjustments
As we get deeper into the program, priorities may shift and new opportunities may arise. We will work dynamically with your team to identify and implement necessary adjustments to the program as things progress.
To create compelling content that builds brand awareness and drives leads, you need a carefully crafted strategy focused on four key areas: output, quality, engagement, and diversity.
We create comprehensive editorial calendars, ensuring a consistent cadence of authoritative content that addresses buyer needs and motives action. After we help establish a comprehensive content strategy, our efforts focus specifically on your blog, social media, rich content, and email campaigns.
Most sales cycles in healthcare take time. We can guide your prospects through the buyer’s journey and feed them the right content to maximize conversion.
We will develop lead nurturing campaigns to target your different market segments. These campaigns and workflows can incorporate emails, landing pages, organic content, paid content, rich content, webinars, and more to guide prospects deeper into the funnel and maximize your opportunity for conversion. Our team reviews and refines data to ensure it aligns with your marketing goals, keeping your automations up to date and continuing to generate leads.
Put your brand in front of the right prospects at the right time.
A robust paid media strategy drives hyper-relevant buyers to your website so you can generate leads fast. We focus our efforts specifically on search engine marketing (SEM), paid social, and display advertising to reach your target audiences quickly and effectively, tailoring each campaign to your audience and key business objectives.
Increase your search visibility and drive more traffic to your website.
SEO is a long-term strategy to help drive organic traffic to your website. Search engine algorithms are built to feed users the most relevant and quality content, so that they favor the websites and content they see as most credible. You can perform ongoing SEO by optimizing your content with high-value keywords, by driving external links back to your website to enhance your site credibility, and by performing maintenance updates to make sure your website adapts to the evolving algorithms. With a mix of on-site and off-site activities, we will ensure you are easily found by your target prospects.
How do you know if your marketing efforts are paying off? How do you measure success?
We use performance analytics to identify which marketing strategies and tactics yield the best results. These insightful metrics look at engagement, conversion, and acquisition to assess the effectiveness of your demand generation program. This analysis helps us continually optimize efforts to grow brand awareness, gain more leads, and increase sales. Using audience segmentation, we also uncover opportunities for targeting and personalization, which helps move potential customers further down the funnel.
All KPIs are integrated directly into monthly reporting and live dashboards for accountability and context.
We have a talented design department equipped to handle ongoing design needs.
Each company’s design needs are different, but we can help you develop the content and design for ongoing or one-off collateral including:
As your company evolves, your website should evolve alongside it.
Many companies rebuild their website every few years, but it is important to evolve and optimize your website on an ongoing basis. Our team can help you prioritize what pages need to be updated, create the copy, design, graphics, and coding to implement the changes you need to be successful.
It works.
Our Demand Gen programs lead to clear results. Here is what it’s looked like for some of our clients.
The Golden Spiral team is a great extension of Connotate’s marketing team. We depend on their guidance and expertise. We have been able to optimize our online spending while increasing our leads-to-SQL ratio and know our funnel is in better shape because of their work.
We engaged with Golden Spiral because we needed a comprehensive website. What we got was a partner who provided us a business and marketing solution. The entire team did more listening than talking, asked questions that challenged our own thinking, and guided us on the entire journey. And we now know that “day one” of the launch wasn’t the end, rather the beginning.
Not quite ready for Demand Gen?
We believe it is always the right time to start a demand generation program… but you may be feeling the need for better brand positioning.
Branding & Positioning
We create a compelling visual brand and messaging platform by focusing on your buyers and communicating your unique solutions to their problems.
Website & Collateral
We bring your brand and message to market through an engaging, lead-focused website and well-targeted marketing and sales collateral.