Online Demand Generation – Strategy and Metrics

May 28th, 2009 by Steve Latham Leave a reply »
Online Media Funnel

Online Media Funnel

Last week I spoke at the Online Marketing Summit’s tour stop in Houston on Demand Generation.  I was scheduled to speak in Dallas and Austin as well, but an unexpected foot injury / surgery sidelined me from travel.

At OMS I unveiled a new presentation that addresses the #1 objective of most marketers: generating leads, sales and other measurable results from online media.  The presentation “Online Demand Generation: Strategy and Metrics” is embedded below for your viewing pleasure; you can also find it on slideshare.  I started by defining “demand generation” (broader and more upscale than “lead gen”), the components of a demand generation program and various roles of online media. I also introduced engagement paths and the importance of defining the right metrics for success.

Also included is a practical methodology for measuring ROI and indexing performance against the market.  As a bonus, I also included my view of the 10 worst and best practices for managing campaigns (would really like your feedback on these!)

I hope you’ll take this information and use the insights to take your business or agency to the next level. And as always, comments are welcome!

Steve Latham


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