Maria Pergolino

Demand Generation Managers are responsible for finding and executing the program mix that is going to drive revenue for their organization. This includes selecting programs that are going to identify new leads and campaigns that are going to cause current leads in the system to move farther down the funnel. Demand generation managers typically work on a monthly, quarterly, or annual schedule and often tie their campaigns to particular initiatives developed by the corporate marketing or product marketing teams.

To many, developing a program mix seems like simply buying a bunch of leads, though true demand generation managers know that this takes a lot of skill to get the proper mix of programs right. Some of the key factors I use when developing my program mix include:

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Rock stars become famous but physicists typically work in obscurity. However, Stephen Hawking, a physicist and cosmologist, is a celebrity. He’s a fellow of the Royal Society of Arts in the United Kingdom and he was awarded the Presidential Medal of Freedom in 2009. One of his books, A Brief History of Time, was on The Sunday Times best-seller list for 237 weeks—a record that still stands.

When it comes to social networking and social media marketing, what can you learn from this extremely accomplished scientist?

Galileo Galilei (better known by his first name) was a scientist. He lived from 1564 to 1642 and was also a mathematician, astronomer, physicist, and even a philosopher. Einstein called Galileo the “father of modern science.” One of Galileo’s most important contributions to science was proving his theories through controlled experiments. So perhaps Galileo should be called the “father of modern experimentation.”

Before the arrival of digital marketing tools, direct marketers measured response through unique phone numbers, coupon redemption, sales from a specific promotion, and other means. Today’s digital environment makes it significantly easier to test and thus push resources away from tactics that fail and push resources to tactics that produce a significant ROI. This can have massive impact on lead generation.

Inspired by Galileo, here are five...

The three As: Algebra, Analytics and Automation. If you’re not using these three concepts in your online campaigns and for determining marketing ROI, your numbers aren’t adding up the way they could be.

The concepts of algebra, analytics and automation can work together and be applied to enhance a marketing mix. By utilizing math, bigger ideas can be reduced into smaller equations. Once you have a better idea of the big picture, one can improve results.