The Silicon Review
Demand generation is a data-driven marketing strategy. This is primarily used for creating awareness and interest in a company’s offerings by leveraging technology. A well-devised demand generation strategy will be responsible for every touchpoint in the buyer’s purchase journey. Data is used in the strategy to aid decision making to align with the company’s sales and marketing teams. This can also track the contribution of marketing to the revenue and drive growth for the organization. A compelling aspect of a demand generation strategy is continual optimization that is powered by cross-channel analysis. Marketers are experimenting with demand generation to optimize the process and drive efficiency. Doing so enables them to effectively attribute marketing’s contribution to revenue, providing excellent visibility across sales and marketing funnel.
Various companies are providing diligent demand generation services, but one that stands out from the rest is Televerde. The company offers an integrated marketing and sales technology platform coupled with marketing and sales strategy, services, best practices, sales enablement, development, and acceleration working in unison to drive the customer lifecycle from audience identification to advocacy while powered by a purpose-driven business model.
Televerde is a pioneer in second-chance hiring, empowering 3,000 incarcerated women to find and fulfill their human potential since the company’s inception in 1994. Televerde’s BHAG is to provide 10,000 life-changing opportunities to disempowered communities over the next decade. This unique business model has delivered more than $8B and counting in revenue for clients.
While volunteering for a prison ministries program, Televerde founder Ron Bell saw an opportunity to help women build business skills while serving their sentences. He believed this would lead to productive career opportunities for them upon their release. Enter Jim Hooker–a former IBM executive with an entrepreneurial spirit; a passion for technology, sales, and marketing; and a desire to challenge the status quo. When Ron introduced Jim to the business model, he loved the idea, eventually launching Televerde in 1994 as a “force for good.” In its 25-year history, the company has continued to grow and evolve, staffing a 650+ global workforce. Televerde has 10 engagement centers, seven of which are staffed entirely by females incarcerated inside three U.S. prison facilities with plans to expand into the Florida and UK prison systems in early-2021.
Morag Lucey is the CEO of Televerde. She spoke about the company in an exclusive interview with The Silicon Review. Below is an excerpt.
Q. Businesses can generate a lot of engagement, a lot of web traffic, but not a whole lot of demand. What and where do you think businesses are lacking? How do you help your clients turn conversations into opportunities?
Demand is based on a clear data strategy that includes proper target audience identification, understanding, alignment, and a clear and agile omnichannel strategy. In this way, we not only engage and create an interest in a product or service but the desire to acquire the product or service based on the clear benefit of acquisition to the person or business. In many cases, there are gaps either in the strategy or disconnected motions that diminish the experience and the desire to purchase. We help our clients have a singular conversation across the omnichannel with the right audiences using the right content to not only trigger the desire to buy but the ability to provide the best experience.
Q. How do you understand the culture of the company before devising a marketing campaign?
In an era where the brand strategy has surpassed analytics (according to Gartner’s 2020-2021 CMO Spend Survey), we’re hyper-focused on the fact that a company’s brand reflects the company’s identity and culture. We look at not only the “marketing” materials, which is how you want to be viewed, but we research, ask clarifying questions and seek deeper insights on a company’s stance, verbiage, tone of voice and more to ensure that any and all marketing campaigns authentically represent that company.
Q. The current digital marketing and advertising market is very fierce and has a lot of options for companies to pick their best marketing partner. Do you have qualified individuals who can help you stay one among the best?
We do! We have a deep bench of strategic marketing thought leaders who stay in-the-know and are constantly digesting and providing market insights and intelligence in the industry to ensure that we operate from a place of data and insights and not buzz words.
Q. There are other reputed companies in the market providing lead generation, marketing and advertising services. What makes you a better service provider?
What makes us better is that we are not just a service provider. We are a strategic business partner that operates as an extension of our clients to ensure the attainment of their strategic and tactical goals. From audience identification to advocacy, we ensure that we meet the needs of our clients while providing their audiences with a superior customer experience regardless of channel.
Q. How do you market your services?
We look to provide three key things: a superior customer experience, emphasized focus on adding value for our clients and prospects in the moment of need, and ensuring one unified experience regardless of channel.
Q. Do you have any new services ready to be launched?
Yes, we have a new comprehensive suite of offerings that will launch within the next 3 to 5 months. The suite will enable marketing and sales organizations to achieve a level of alignment that powers one team, one voice, one motion with one personalized customer experience powered by AI and leveraged with the human touch to create the demand businesses are looking to deliver in this new normal.
Meet the leader behind the success of Televerde
Morag Lucey is the CEO of Televerde, a global sales and marketing technology solutions company that specializes in inside sales and demand generation. The company’s business model provides career opportunities for individuals in disempowered communities. Morag boasts nearly 20 years of executive leadership experience in marketing & technology: eliminating silos, delivering on revenue and profit targets, and inspiring teams. Morag specializes in transforming the customer experience and solution offerings and creating company-wide strategic messaging alignment. As the CEO of Televerde, Morag finds fulfillment in using the leadership skills she’s developed over the years, while supporting Televerde’s purpose-driven mission to embrace intentional hiring practices and provide career development opportunities to people who otherwise have limited prospects for sustainable employment.