Demand generation: Why Implement The Content Ecosystem Playbook To Drive Revenue In Your Consulting & SAAS Business

The past 2-3 weeks, I Miked Tysoned RFPs to the ground, and one resonating question I kept getting in my DMs was what is demand generation? And do you have examples of how to create a demand-generation marketing plan? So, what better way than to answer this publicly in the newsletter. where I went toe to toe with RFPs.

If you have 45 mins or so, I have a recorded episode with another amazing consultant & coach where we discussed this, you can check it out after you finished reading this for further insight.

In today’s article, I am elaborating on questions that arose from my two previous articles that attacked the RFPs system. Read these two as well to gain perspective. Article 1, Article 2, Article 3. Also, if you want to win more RFPs, I have an upcoming live event, where I have invited one RFP champion, who has landed over $50 million in contract for one of our monthly interactive sessions, so sign up here.

From time to time, as an inbound marketing agency and consultancy, we are asked to create a demand-generation marketing plan for a client. This article is about why we recommend implementing the Content Ecosystem Playbook? that we use when creating our marketing plan, and also deploy for our agency clients.

First, let's establish, what is the content ecosystem playbook?.

The Content Ecosystem? Playbook? for Consulting & Coaching Firms, which also works quite well for SAAS & other Tech based companies, is a marketing system that aims to create an inbound marketing plan that will generate leads and bring qualified prospects to your door through laser-targeted digital marketing campaigns.

In order to generate leads with content marketing, you must implement an inbound marketing strategy that understands the three key areas where most companies falter: being found, making it easy to do business with you, and delivering top-quality content with great customer service. This process is about delivering sales opportunities in your pipelines that are actually ready to do business. Because let’s be clear, You are not in the selling business, you are in the business of delivering results: a well-defined strategy based on inbound marketing will help you to do that.

First, let’s define what is inbound marketing. Inbound marketing is the process of attracting customers to your business online through content. It includes all stages of getting visitors to your website, social media accounts, YouTube Channel, or Podcast, turning them into leads, and converting them into customers. Often loved by Sales Development Reps as there are no chasing prospects around, and them playing Jerry, the clever mouse. They don't dodge your attempts at engaging them because they actually want what you offer.?

Why is that? Because you have successfully created the demand for your services and products since you walked them through the journey of making a purchasing decision through a method that they find less threatening: Content. They don't have to get on a call with you until needed since all the information helping them make the purchasing decision is out there. By the time they reach out it is primarily to establish how it works for them. So you are an ally, not the enemy.

A question I am often asked as I speak on creating demand is always what is demand generation? And how does it play into inbound marketing?

There is a common misconception that demand generation is a brand awareness marketing campaign, and though it definitely has that as a component, it is not just about that. There are a number of definitions that can be found online, and though some will call some of those definitions to demand generation, most speak of tapping into existing demand which essentially is just all about getting the top 3% of the market that is already in purchase mode to buy. However, one that particularly stood out for me is the one by @Guido Bartolacci of Newbreedrevenue.com

Demand generation is a data-driven marketing program leveraging the inbound methodology to drive awareness and interest throughout the entire buyer and customer lifecycle. Demand generation is focused on revenue creation. A true demand generation strategy accounts for every touchpoint in the buyer’s journey — all the way from anonymous visitor to delighted customer and throughout the customer’s lifetime. It leverages data to align your marketing and sales teams, track marketing's contribution to revenue, and, most importantly, drive growth for your organization

It is clear that this approach isn't focused on just brand awareness alone, it is all about increasing sales opportunities in your revenue pipeline, and supporting the sales function to increase revenue.

Simply put, you create content that turns into electronic sales & marketing people that educate the market, and incite them to make the purchase eventually. Think of it, like a little army of cyborgs doing the heavy lifting for you. Show me an entrepreneur or business executive that would say no to that.

Because at the core of all businesses, you want to stand out from the crowd. You want prospects to come to you and stop cold calling or emailing so you can get hung up on, get a reply with “UNSUBSCRIBE” in the subject line, or have someone tell you a piece of their mind in the DMs after you dropped them your well-crafted pitch. And don’t get me wrong, these have their place in marketing, but you are just hammering trying to find the top 3% of the market that the problem has pinched enough that they want to do business with you, albeit there will still be some resistance

Truth is, You want them to want you. You want to create a spark. A spark that starts a fire. A fire that keeps them warm and cozy while they sit by watching the fire disappear into embers. You want the relationship & partnering with a client, and not just be a pair of hands.

Because let’s keep it 100% between us, even If you have a working outbound marketing program if? I had to ask you if you would enjoy getting a high-end detailed blueprint with examples of how to create demand-generation marketing campaigns for your consulting firm or coaching business? One that you could use on your own, even for solo practitioners, and start seeing results immediately, or at least in the next 90 days?

The answer would probably be yes with no hesitation whatsoever, unless, you are completely invested in the Request For Pain process.?

Therefore, If you're an independent consultant, coach, or educator, or you have a consulting/coaching firm, SAAS company, and you're looking to generate leads and sales, Inbound Marketing is a great way to do it. The problem is that you've got limited resources - time, energy, and money. So how do you create a campaign that doesn’t just drain you of everything, but that you see an actual ROI on?

And when I say actual ROI, I am not talking about vanity metrics such as followers, likes, and comments. Nor, am I talking of just ranking on Google's first page for terms that do not drive any intent from the prospect. These are great, don’t get me wrong, but I am talking about actual money in the bank that you can directly trace back to your content marketing efforts. Because a resonating resistance that I have seen from consultants is that they have tried in the past but had 0 return on ROI.

The issue is then often, what do we do? I am often quoted by my team as saying that I am a lazy entrepreneur. You probably are scoffing at that, but it is true. However, what I mean as lazy isn't that I don't like having to do anything, but I want to only do what I need to do,

So, I like to create leverage. Content allows me to have conversations at scale, and engage in meaningful sales conversations only with those that want me to. I created the content ecosystem playbook out of sheer frustration and desperation after another yet well meaning person,for the uptenth time,booked a call to fish for information and free help for their business,with no intention of buying. After a good cry, I started crafting a method where I could eliminate these from happening.

The answer was actually simple,and had been starring me in the eyes for a while. See,I had been told that content is meant to be helpful,so you give value by educating the market,and copy was meant to sell.

What I had failed to realize is that you could educate the market and sell at the same time. So,I deduced that I would start infusing copywriting into my content to A) REPEL people who would have had no intention to buy anything from me B) Attract prospects that I wanted to serve and have them walk through the awareness and consideration stage,and only reach out to me when they want guidance to make the final decision.

And if you are thinking, Tanya, are you selling to me right now? Yeah, I am.

We recently implemented the same process for an independent tech consultant who thought he wouldn't be able to sell his services because he is an introvert ,but with it,he does no convincing,as the strategic pieces of content he has do it for him. Cool,right?

That is the beauty of the system. The bulk of your sales opportunities become inbound,which means people already know,like,and trust you. But also respect you as an authority in your sector,because of the content that you produce. Thus making the sale far easier.

We,including our clients,use the Content Ecosystem Playbook? because we have found it to be very effective in driving traffic and creating our first touch point with potential customers in a way that is both efficient and results in high quality prospects.

Today, consumers are exposed to so much marketing noise that it's no longer effective to blast them with a message via traditional channels like banner ads. In order to stand out from the crowd, you need to deliver a more personalized experience that speaks directly to your target audience.

It's not enough today just to have having a great product; you need to earn trust and integrate your brand continuously into your customers' lives in order to build deeper relationships. The Content Ecosystem Playbook enables agencies,consulting firms,and technology companies using this strategy on social media and SEO efforts to create an ongoing, problem-solving relationship over time with prospects. If you're an agency,tech company, or consultant delivering top results for clients and making a good living, we recommend implementing our Content Ecosystem Playbook? as part of your marketing strategy, which will help you drive revenue in your business moving forward.

The Content Ecosystem Playbook? is a carefully planned approach to marketing your business through content creation and distribution. Following this model ensures that your efforts are more organized and better targeted, which results in more leads, more traffic, and more sales over time. It's not just talk either—we've seen it work on countless projects with our agency clients and with our own marketing plan. So read on below to see why, if you have a consulting or SAAS business, this is something that you should implement!

So, here is an offer for you if you are an established B2B SAAS founders and Consulting/Coaching boutique firms CEOs at multi USD$ 6 figures ARR or Low 7 figures in ARR

If we offered to increase sales opportunities in your sales pipeline by at least 60% by improving your go to market strategy , add more money into your bank account by improving your projects win rates or deal closing rates by 30-40%, thus adding a minimum of $50k to your bottom line, without you having to hire a full internal team ,all within the next +- 3-6 months, would you take us up on the offer? If so,feel free to book a consultation with our team right here

As we wrap up,what is your take on social media marketing and content marketing? Do you think it works at a B2B Level?let me know in the comment section

About the author

Tanya Kabuya is a Business Coach and Marketing strategist who works with people of influence such as?speakers, coaches, entrepreneurs, authors, consultants, and SMBs to amplify their marketing?message and increase their impact while remaining true to their core.?Her work centers around teaching her clients to leverage content & social media to create a client acquisition system that attracts premium clients and opportunities.?She is the Founder & CEO of Wizz Digital Academy, a digital company that aims to equip consulting firms & Independent consultants with the skills to market and sell their services with ease. Book a?consultation here?if you require assistance

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