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  • Europa Communications

Demand generation campaign expectations – realistic or crystal ball gazing?


As demand generation consultants we are often asked to predict outcomes of a campaign and set an expectation of what we think would be a realistic result and/or measure of success?


As always, based on our experience, and especially if we have delivered campaigns in a specific market or with a known proposition, we can offer guidance on possible outcomes. However, no two campaigns are quite the same as there are key elements which impact the success of a demand generation campaign and variances in any of these elements can dramatically alter the outcome.


Of course, like everyone, we do not have a crystal ball, but once the campaign begins, we can very quickly see what is working and more importantly adjust areas based on market feedback to drive a positive result.


So, let’s consider what can affect campaign results and why setting expectations can be challenging:

  • Understanding the target market and how well your value proposition is aligned to their needs. Your proposition needs to be expressed in a concise manner, demonstrating clear benefits.

  • Database – it needs to be current, clean, and compliant, appended with relevant information to prepare a personalised approach.

  • Integrated marketing – tends to have the biggest impact on results. Strong content, including case studies and use cases should be used to drive awareness. Low levels of brand awareness significantly increase numbers of call attempts, call time and lowers engagement regardless of how relevant the proposition is. Consistent digital campaign support can change not only the quality, but also the quantity of the results. Not fully supporting a tele-based campaign can deliver disappointing results.

  • Tele-based teams need to be equipped to be able to maximise effectiveness in every conversation, taking time for briefing and providing supporting material gives the team the best chance to achieve campaign objectives.

  • Budget – this must be realistic and proportionate to the scope of the campaign.

  • Timing – even when everything is in place it takes time to reach prospects, nurture and deliver opportunities. Also, if you have a long sales cycle, results will not be immediate and thus takes time to demonstrate full ROI. For this reason, expectations need to be realistic.

  • Sales alignment – all demand generation efforts need to be aligned with the sales team to ensure effective follow up and opportunity conversion.

  • Quality over Quantity, a fully qualified opportunity may take longer to generate, but should be easier to close.

Ideally all these elements need to be optimised to achieve maximum results. However, it’s worth remembering that when the outcomes are different than expected, they can add value in other ways – good examples of this are additional market insights, or the development of a database for ongoing nurture. Equally discovery calls for a more complex solution can be just as valuable to initiate an engagement, even if it doesn’t deliver an immediate result.


Ultimately the best results come from working in partnership with equal effort to achieve the desired objectives with mutual understanding and willingness to work together as the campaign progresses to maximise results.


Knowing what impacts the success of a demand generation campaign means that a crystal ball is unnecessary but demonstrates the need to apply equal focus on all elements to predict realistic results.

Call us now to discuss your demand generation expectations, and we won’t be crystal ball gazing!

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