Welcome to Demand Generation. After watching this video, you will be able to explain the demand generation
plan template and describe each component in the demand generation plan
using the given example. The purpose of the demand
generation plan is to provide a blueprint or set of campaigns that
describes the trends, themes, targets, and tactics used to capture
the customer's attention. Let's review a standard demand generation plan
template followed by an example highlighting the 3D printer product concept. The demand generation
plan template has planning components
and recommended entries. The first planning component
is marketing objectives. This is where we define the product marketing
campaign objectives and any budget or
resource requirements required to go ahead and
execute the marketing campaign. Current market trends are
reviewed and validated. A primary marketing
theme is developed, something that will capture
the customer's attention. The target audience consists of the market segments
that you will target, and it is best to
go ahead and define these segments in
demographics or regions. Next, we talk about specific
programs or tactics. In essence, this is a list
of the marketing collateral, or marketing efforts that
you will employ to hopefully increase the enthusiasm from the customer so they will
purchase your new product. Next is the campaign schedule. We take a look at demand
generation programs and we develop a timeline
to implement them. Industry associations
and expert engagement allow us to identify organizations
and key influencers, and in addition, any key events that we may
want to attend where we will have an opportunity
to demo our products. Key tracking metrics
are identified, which will allow the
team to determine the campaign's effectiveness and track and measure progress. Last but not least, we always assign a demand generation lead. This is an individual
who's going to be assigned to lead the effort for the demand generation plan. Let's turn our attention
to an actual example for an always ready 3D printer
demand generation plan. We first identified the
marketing objectives. In this particular case, the team wants to identify appropriate contacts in
all market segments. Wants to target each
segment and determine the most appropriate
means to share the always ready
3D printer story. And in addition, they
plan to go ahead and tailor their positioning
to each specific industry. Their hope is to accelerate product growth over a
two-quarter or six-month period. The team also validated current market trends
and they found that the current 3D printer
market continues to grow. Current projections are more than 300% revenue
growth by 2030. Therefore, they determined the product concept
remains valid. They developed a
primary marketing theme for their always
ready 3D printer. Reduce printing time, costs, and waste and increase
efficiency and productivity. The primary focus or target audience will be
on commercial users. Prime commercial segments
will include automotive, aerospace, defense, and
education industries. The team then took a look at specific programs or tactics, or marketing collateral they will use to hopefully
generate demand. They chose product brochures and sell sheets, product
fact sheets, ROI calculators,
website updates, and product demo and videos. They used these
specific programs or tactics to develop a
campaign schedule. The goal of the team
is over two quarters, Quarter 3 and Quarter 4, to complete the website
update and to distribute and leverage all of the marketing
collateral plans that they had developed in
the previous section. Next, the team turned
its attention to industry associations
and expert judgment. They determined who are key influencers in
the 3D printing arena and they are going to do
their best to reach out to these individuals and see if
they can't win them over. They also identified
two key events where 3D printers can be demoed and
shared to a large audience, CES 20xx and TCT 3Sixty. The team developed four
key tracking metrics. They want to complete at least 30 potential demos
to commercial partners in Q3. They want to win at least ten new corporate partners in Q3. They want to attend two major 3D printer
trade events as we had mentioned
in our previous area, and they want to achieve
their first year ROI of 25%. The marketing director has been assigned as the demand
generation lead. You will have an
opportunity to develop a demand generation
plan in support of our solar water
heating scenario. In this video, you learned that, you use a demand
generation template to provide a blueprint
or set of campaigns, and a demand generation
plan includes the product's marketing
objectives, marketing trends, marketing themes, target
audience or customer segments, programs or tactics,
and key influencers.