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Experience

ENTERPRISE BUSINESS • MID MARKET • GROWTH COMPANIES

The tides of B2B buying has changed, and driving the change is a magical combination of content accessibility, mobile computing, and the consumerization of the modern buyer. Across every industry, visionaries on fire with the entrepreneurial spirit are identifying ground-breaking opportunities to disrupt inefficient, time-intensive buying processes. These are the days of the modern buyer.

Traditional industry supply chains and marketplaces are running on a grids of disparate technologies and incompatible data architectures, often strung together by complex and expensive, manual processes. The effects of this dysfunction are pushed to the users/buyers, limiting choice and skyrocketing cost. Modern systems are enabling a massive disruption in these places, changing the way buyers, brokers, providers, and service agents interact.

As businesses grow and teams expand, tunnel vision sets in and creates random acts of execution, driven by organizational demands. One-off technology is purchased, data is hoarded in silos, and processes lack the inclusion of outside groups. A strategic framework provides direction and focus, committing teams and individuals to agreed upon outcomes. These boundaries are good, as they establish expectations, coordination, and timing alignment. 

Most organizational processes are defined around their objectives and not the business’ strategic imperatives. Organizational leaders seem to struggle translating requirements into cross-functional alignment. Most of the time, competing organizational objectives are to blame. The demand process suffers when functional marketing teams fail to align. It suffers even more when the marketing organization fails to align processes with the sales organization. The good news is, alignment can be achieved with the right demand process blueprint, which always includes “process” as a focal point. 

Technology is one of those things that can get in the way of growth more than support it. Vendors position technology as “the silver bullet” to address a problem that is usually systemic of a flawed process. Technology is acquired at an organizational level, without much concerns on how doing so may add friction to cross-functional processes and even fortify the flaw. Enforcing technology acquisition at a demand process level ensures compatibility across organizations.
Data, in our experience, can be the most difficult element to maintain in a demand generation program. Since data is difficult to manage and maintain, it is often neglected or managed with broad strokes rather than with detailed, pragmatic governance. Data silos are mostly to blame, putting responsibility of maintenance and governance on un/under qualified individuals. Do not underestimate the importance of data in executing demand.
Modern buyers have completely transformed the buying landscape. B2B buyers were once forced into early sales cycles as part of their process to evaluating solutions. The only way for them to create their short lists for consideration was to sacrifice themselves to a telephone call with a salesman. With modern consumerization, B2B buyers now enjoy the luxury of building short lists from low-pressure, online research – only to engage with a sales when moving into an evaluation phase. Content must be readily available to support buyers as they progress toward decision.
meeting conversations

Our demand generation experts have tested and refined data-driven practices for over 25 years. Though we started in the early days of traditional brand marketing, we’ve always stayed ahead of the curve, finding new ways to deliver value to buyers and drive conversion. We are the pioneers who opened the doors to today’s customer-centric economy.

For years we’ve worked with enterprise businesses to remove the friction from buyer engagement, while promoting healthy demand pipelines and sales conversions. Our methods are also ideal for mid-market growth companies and young startups, helping them build frictionless demand from the get go. We understand the power of content and strategic technology and know how to tune strategies to unique business opportunities.

Marketing Aligned to Revenue

GROWTH STRATEGIES • ATTRIBUTION MODELING • PERPETUAL DEMAND

Most marketers start with creative and technology. Demand Mechanics starts with strategy that is based on an understanding of how your buyers move through the buying process to a decision. We consider how buyers gather information to understand their situation, and then validate their decision for change in support of business imperatives. Where most marketing companies offer campaign ideas, we deliver perpetual demand that is data driven and utilizes messaging, content, creative and technology in the right ways. Our method ensures a partnership between marketing and the business, with clear attribution to the revenue equation.

GROWTH
ATTRIBUTION
DEMAND

Demand Elements

STRATEGY • PROCESS • TECHNOLOGY • DATA • CONTENT

Buyer Discovery

BUYER DISCOVERY

Having a deep understanding of your buyer’s decision-making process gives you insights into appropriate marketing content and tactics, aligned to their process.

Demographics, Psychographics, Industry Segments, Geographical Influence

Content Marketing

CONTENT MARKETING

Buyers engage with content long before engaging with people. The right content strategy will put you on the short list and give you and an audience with the buyer.

Content Strategy, Content Mapping, Channel Relevant Content, Content Development, Engagement Measurement

Technology

TECHNOLOGY

Contrary to popular belief, technology is no silver bullet. Technology without the benefit of proper strategy adds complexity and restricts growth.

Customer Relationship Management (CRM), Marketing Automation, Content Management System (CMS), Sales Enablement, Web & Digital Analytics

Data Preparation

DATA PREPARATION

The old adage of “garbage in, garbage out” is never truer than when applied to buyer data. Data preparation is the single most important element to proper demand generation execution.

List Building, Data Hygiene, Data Enrichment, Data Governance, Data Analytics

Program Execution

PROGRAM EXECUTION

With the right program architecture, demand generation is then all about pointing everyone in the same direction, fueling the engine and tapping the launch button.

Communications, Engagement Channels, Campaign Orchestration, Lead Management, Sales Alignment

DG Optimization

DG OPTIMIZATION

Performance measurement gives insights into what is working and where improvements can be made throughout the demand process.

Performance Monitoring & Measurement: Engagement, Content, Communications, Lead Management, Revenue

VIEW OUR WORK

“We learned more about our buyers with Demand Mechanics than we’ve known for the last 5 years. Now we’re able to influence how IT organizations think about their hardware lifecycle.”

JIM HARRIS, IT RENEW

“Demand Mechanics is helping us modernize our marketing to support the expansion of our business and to ensure our growth.”

JILL BLANKENSHIP, FRONTLINE GROUP

“After only three visits with my staff, Tracy Thayne and his team understood NAREA and our go-to-market needs as well as any of our employees. This team really knows how to break down a market.”

KENNETH HOLMAN, NAREA GROUP
TRUSTED BY THESE BRANDS

Expert Demand Advice

HAPPENINGS, NEWS & ARTICLES

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It’s never too early to get started thinking about your demand generation strategy and preparing your business for growth. Let us help you do it right.

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Contact Info

227 N H Street, Suite 102 Salt Lake City, UT 84103

Phone: 1.801.810.9095

Web: Demand Mechanics

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About Our Work

Creating user demand for your products and services is Job ONE! This may not be your particular forte, after all, demand marketing sits in between the science and the art of marketing and requires unique expertise. Never fear, we can show you the way.

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