The need for speed. Today’s enterprise marketer has it. The speed at which your buyers move through their buying process has a big impact on the results your program can post. It’s not enough to know your buyer, create content that maps to their buyer’s journey and create lead management processes to regulate all the moving parts of your demand generation program. To truly create a perpetual demand generation engine that delivers, you have to master velocity too.
Velocity can be tricky mainly because there’s so much that can be hiding in that one number. The answer?
Don’t use one number.
There are a lot of variables in your demand generation program, and to narrow in on where problem areas and optimization opportunities lie, you’ve got to unpack velocity to examine it from all sides.
Content is a key component in any demand generation program, and if you’ve examined your buyer’s journey, you’ve probably produced a lot of content to meet the needs of all your stakeholders at various stages of their process. Now, with all that content in hand, how do you narrow in on what is working hard or hardly working? You can’t look at email and download metrics alone and expect to see downstream impact. This is the first place to apply velocity measurements. For this key performance indicator (KPI), look at the average amount of time between content consumption and purchase…
