Please keep in mind that everything we do in terms of demand generation services is custom made and we do not use pre-made templates. These are the high level services. If you need some very specific services that are not listed here, please do not hesitate do send us an email at [email protected] and we will get back to you as soon as possible with a solution for you.

1. Our Tasty Demand Generation Process

In everything we do, our objective is to help you manage your demand generation process so you can focus more on the things that really matter to you: to run your business while knowing we got your back.

Get a peek behind the curtain to see how our process works for SaaS & Tech companies:

STEP 1 (First month): Demand Generation Strategy Design

Every performant project starts with the right strategy. We research, understand, analyze, plan, and deploy. This is how it goes for us:

Project planning & first tests we will do before the strategy is delivered:

You will get access to a Google Drive where you will find everything we create for you.

First thing you will get is a detailed excel file with the project planning, stages, steps and status for each of them that we will update weekly. This way you will see at all times how the project is progressing.

You will also get a detailed process designed to find – connect – nurture – convert potential clients through proven B2B demand generation tactics designed for SaaS & Tech companies.

Market, competition, and internal resources & channels research

A comprehensive audit where we will research & map the market, the competition and the status quo inside the company, in terms of marketing & communication.

You will get a detailed file where we map out the audit & research as detailed as possible, so you can take action as soon as possible;⁠

We look at your market, your internal assets and at your competition within the same industry, vertical and/or geography.

We map:

• Brand messages, Descriptors & marketing narratives
• Inspiration points
• What they do and how do they explain it
• The demand generation execution
• The sales execution and the lead generation execution
• Marketing & Sales funnels (if publicly available)
• Any other information we need to do the right demand generation for our clients

Ideal Customer Profile mapping to increase the velocity of your demand generation efforts

The IDEAL group of people that your brand is targeting, or hoping to attract, as customers

To design the ideal customer profile we use a detailed excel file where we map out the profiles as detailed as possible

This file helps you better understand who the client is, what needs and pains they have and how we cater to them.

We look over things like:

• Industry or company type combined with the job function
• ICP Description & Customer Persona
• Company details like: Company size, Location, Age of company, Team size, Annual revenue, Budgets, Experience and many others
• Demographics like: Location, Ocupation, Income, Education, Family Status, Lifestyle, Values, Interests & Hobbies, Opinions, Ways of thinking, Desires, Challenges and many others

Content Creation & Distribution Matrix

If we want to be performant in terms of demand generation, we will need to create a clear system to show exactly how the product is seen by the clients, what value it creates and how it achieves it’s value proposition.

We design a clear product definition system that combines elements like:

• Basic product assets: Brand Name, Brand Claim, Website (or websites if required for sub-products or cold outreach), Call-to-actions, Social media channels
• Product description, Product branding and positioning, Brand promise, Brand essence, Brand Personality, and Tone of Voice
• Business Model Canvas & Marketing Model Canvas
• Mindshare & Differentiators
• Services or Products and Customer matrix
• Value creation & Catalytic mechanisms
• Revenue Streams
• Hero’s Journey & Brand Archetype
• Content Creation Matrix based on distribution channels & the ideal customer profile (we make sure to deliver the right content, in front of the right people, at the right moment, in a form that is right for them)
• Content Distribution Matrix
• any other materials we need to have a clear and performant Product Definition System

Strategy Design

The strategy design deliverables are custom-made for each client, but it includes things like:

• Strategic approach
• Gap Definition Formula: Problem → Impact → Value proposition → Services
• Strategy
• Lead Flow Architecture: How we get customers from Stranger to Interested to Qualified to Client to Ambassador
• Funnels Architecture: From Marketing Lead to Marketing Qualified Lead to Sales Lead to Sales Qualified Lead
• Push vs Pull vs Educate vs Entertain tactics
• Clear & traceable tactics and actions
  • Content Creation Matrix
  • Social Media Mix
• KPIs & Control parameters

STEP 2 (Second month): Client onboarding

Marketing, Social Media and Content Distribution Automations setup

We review your current tech stack and improve it if needed. Your team will receive the necessary training and we’ll setup everything required to create, deploy, learn, improve, and iterate to get the best results possible, with the less stress for you.

• CRM setup
• Lists & automations setup
• Onboarding sequences setup
• Tracking and analytics setup
• Lead nurturing and scoring criteria
• etc

Demand Generation & Communication assets creation

We create all the materials needed to start the project. Obviously, it depends on what already exists, project specifics, strategy and channels, but usually we create:

• Brand messages, Descriptors & marketing narratives
• Profile refresh designs
• Templates
• Scripts
• Landing page structures
• Offer & Lead magnets (according to deployment plan and focus calendar)

STEP 3 (6 to 12 month): Monthly Ongoing Sprints

• We design, create and optimise the content, as agreed according to ongoing contract, strategy, content distribution channel, frequency and requirements
• Content distribution: We execute multi-channel demand generation plans to bring in leads matching your Ideal Customer Profile
• Performance Marketing: We set up ads on relevant channel and use data-driven optimisation to bring in the maximum number of people to our content, so we can onboard them into the lead generation & conversion funnels.

2. Content Marketing

We believe that content marketing is a powerful tool for connecting with your customers and engaging them on an ongoing basis. We use our expertise in the art of storytelling to create content that is relevant, useful, and tailored to your target audience. Our mission is to build deep relationships between our clients and their customers by creating conversations that matter, stories that engage, and visuals that inspire. We focus on quality over quantity and emphasize the importance of delivering value to customers. We strive to make sure our content connects with its intended audience and makes a lasting impression.

Content Creation

• Long-form articles & Blog posts: We are Milk & Cookies and our long-form articles and blog posts are the bread and butter of our Demand Generation services. Creating highly valuable, engaging and shareable content is the best way to position yourself and your business as experts in your industry, but also to acquire traffic and eventually leads for you SaaS & Tech company.
• Interactive Content: Such as calculators, quizzes, trivia, surveys, idea generators, and other top of the funnels tactics to pre-qualify and qualify leads before they start their journey through your marketing & sales funnels. The interactive content is also an essential sales enablement tool.
• Email Marketing:
• Lead Magnets: From eBooks to cheatsheets, white papers, checklists, free templates, workbooks, swipe files, infographics any many other Top-of the-funnel resources, we got you covered. We handle everything from the idea to content creation, implementation and propagation, so you can focus on growing your business.
• If you want to find out about our lead magnet services, you can check out our article called “WHAT IS A LEAD MAGNET AND 31 GREAT IDEAS TO USE FOR YOUR SAAS” bellow.

3. Social Media Management

For a long time social media has been viewed as a great tool for marketing B2C leading to the belief that it could not bring good results in B2B as well. From our experience this belief comes from the tendency to use in B2B the same tactics that are commonly used in B2C. While they share similarities, the differences are significant.

Marketing successfully to B2B through social media starts with a well designed strategy that incorporates business objectives, accurately maps the decision making unit and the ideal customer profile, and sets relevant pillars and KPIs. This is an important step even if in the case of LinkedIn Authority & Brand Building projects which are just a small part of everything that a business needs to do to stay ahead of the competition.

Your social media approach should be derived from the overall marketing strategy and it should act as support for all your other efforts, from branding (creating awareness and positioning your brand as the best in the industry) all the way to the beginning of your sales funnel. Regarding your marketing efforts as an ecosystem helps create a coherent image of your business in the online environment and even helps optimize costs in the long run.

You can check out our social media solutions here.

4. Marketing funnels

At Milk & Cookies Studio, we specialize in creating effective marketing funnels that drive high-quality leads and revenue growth for tech startups and SaaS companies. Our tried and tested process starts with analyzing your target audience, competition, and industry trends to design a customized funnel strategy. We then set up the necessary tools to implement your funnel seamlessly.

Our Marketing Funnels service includes:

We will collaborate closely with your team to:

• Identify the most ideal customer profile for each stage of your marketing funnel, in order to move our prospects through the funnel, from ML to MQL to SL to SQL.
• Determine which actions warrant the creation of marketing funnels to drive the best ROI
• Create compelling and engaging content that guides potential customers through the funnel
• Create, design and launch the best lead magnets, custom tailored for you ideal customer profile
• Continuously refine and optimize the funnels to ensure they remain streamlined, efficient, and effective
• Assist in testing funnels in new verticals with the highest growth potential, with the highest velocity

With our expertise and collaborative approach, we’ll help you build targeted marketing funnels that deliver results, #NoBS.

5. For whom it is?

• Company type
  • SaaS & Tech startups that are just getting started
  • SaaS & Tech companies that are looking for a new way to scale
  • SaaS & Tech companies that are launching a new product or service
  • Software development agencies who want to grow
• Functions in the company
  • SaaS Owners and upper managers work with us to hit a SaaS marketing strategy real KPIs, reduce buyer journey friction and increase conversion rates.
  • Marketing Leaders: Marketing leaders and their departments work closely with our amazing team to improve SaaS digital marketing strategies, tactics, improve processes, and drive growth through demand generation and lead generation activities, on a monthly retainer or one-time projects.

6. How do you know you this will work?

• You will benefit if:
  • You’re looking for long-term sustainable growth
  • You’re willing to invest in performance marketing over several months or year
  • You have funding or budget to fund an ongoing partnership
  • You want a partner who will create and drive the marketing strategy from planning and creating to production and promotion
• We’re Probably Not a Fit
  • You want quick, overnight results
  • Your decisions are based on a hunch, not real data
  • You want low-quality, mass-produced and cheap content
  • Your goals include shady, black/gray-hat hacks