Unlocking Innovation in Safety & Security: A Guide to Effective Demand Generation

The Safety & Security market – spanning Personnel, Equipment, Training, Consulting and Managed Services, Intelligence, Technology and Software – is highly fragmented and opaque, making it challenging to navigate and to identify appropriate, differentiated, or new and innovative solutions available to protect people and property, especially at short notice and in rapidly evolving operating environments.

Suppliers need to work hard to elevate the market’s awareness of their products, services, and expertise, even within tried and tested social media. How can you hone in on the market without all the extraneous distraction?

Demand generation is a marketing strategy focused on creating awareness and interest to drive customer demand. Here, we take a look at the key principles involving various tactics and techniques designed to attract, engage, and convert potential customers, and how Marshal, a platform specifically for Safety & Security stakeholders, caters to them.

1. Understanding the Target Audience:

Principle: Identify and understand the specific needs, challenges, and preferences of the target audience. Tailor marketing strategies to address these aspects effectively.

Marshal: The platform is exclusively for stakeholders who need to protect people and assets in dynamic security environments, from conflict zones to cyberspace. These people purchase (or influence the purchase of) risk management solutions. They want – and need – to know what is available in the market to support their business and professional objectives.

2. Content Marketing:

Principle: Create high-quality, relevant, and valuable content to engage and educate the audience. Content can include blogs, videos, podcasts, infographics, and more.

Marshal: Our Marketing Channels enable suppliers to showcase their capability via “exhibits”, within general and specific operating contexts, promoting services for sale, contract, or hire, and including optimising or offloading surplus resource to generate extra cash flow.

Exhibit content includes:

• Full Service Descriptions, supported by images & video
• Practitioner Bios & Credentials
• Company Compliance/Assurance Documents
• Locations of Supply
• Indicative Terms, Prices, and Availability
• Customer Testimonials
• Companies’ Aggregated Services Portfolio

3. Multi-Channel Marketing:

Principle: Utilize various marketing channels such as social media, email, search engine optimization (SEO), pay-per-click (PPC) advertising, and events to reach a wider audience.

Marshal: Exhibits within Marshal can be shared through social media channels, either individually, or collectively via “portfolio” pages (collating a range of available Resources, Training, Events and Publications), and via the regular Network Update (newsletter) or ad hoc broadcasts to registered members.

Our Channels enable the continuous redistribution of valuable and often overlooked content recorded at events including conference presentations, panels, roundtables, webinars and podcasts in ways ephemeral social media does not – ie, they are automatically and continuously distributed and searchable and for as long as they remain in the system.

4. Lead Generation:

Principle: Implement strategies to capture leads such as gated content, webinars, free trials, and newsletter subscriptions. Collecting leads enables further nurturing and conversion efforts.

Marshal: Each exhibit enables registered suppliers to showcase whatever collateral they wish to generate leads. Prospects contact the supplier via each exhibit, as well as accessing the supplier’s wider portfolio of services, linked together for easier navigation and browsing.

5. Marketing Automation:

Principle: Use marketing automation tools to streamline repetitive tasks, nurture leads, track customer interactions, and analyze data for better decision-making.

Marshal: Exhibits are embedded automatically into our Recruitment Channel, visited by hundreds of Safety & Security practitioners each week, thereby continuously and exponentially raising awareness to passive and active stakeholders of the capability available that can help them achieve their risk management objectives.

6. Sales and Marketing Alignment:

Principle: Foster collaboration and communication between sales and marketing teams. Align goals, strategies, and messaging to ensure a seamless customer journey.

Marshal: The platform is collaborative, enabling multiple, cross-functional administrators to work together to ensure exhibits are aligned across company objectives.

7. Social Proof and Reviews:

Principle: Leverage customer testimonials, reviews, case studies, and social proof to build trust and credibility. Positive feedback from existing customers can influence potential buyers.

Marshal: Social Proof. Earned Media. Word of Mouth. All the same thing, and all arguably the most powerful form of promotion. Marshal enables the solicitation and collation of feedback from previous clients about products, services, and credibility, to help suppliers stand out from the competition.

8. Adaptability and Innovation:

Principle: Stay adaptable to changing market dynamics and emerging technologies. Embrace innovation to stay ahead of competitors and meet evolving customer expectations.

Marshal: Designed to be user-managed/generated, the platform enables suppliers to create content dynamically either for general exhibition, or in response to emerging and evolving operational environments.

The Safety & Security market – spanning Personnel, Equipment, Training, Consulting and Managed Services, Intelligence, Technology and Software – is highly fragmented and opaque, making it challenging to navigate and to identify appropriate, differentiated, or new and innovative solutions available to protect people and property, especially at short notice and in rapidly evolving operating environments.

Suppliers need to work hard to elevate the market’s awareness of their products, services, and expertise, even within tried and tested social media. How can you hone in on the market without all the extraneous distraction?

Demand generation is a marketing strategy focused on creating awareness and interest to drive customer demand. Here, we take a look at the key principles involving various tactics and techniques designed to attract, engage, and convert potential customers, and how Marshal, a platform specifically for Safety & Security stakeholders, caters to them.

1. Understanding the Target Audience

Principle: Identify and understand the specific needs, challenges, and preferences of the target audience. Tailor marketing strategies to address these aspects effectively.

Marshal: The platform is exclusively for stakeholders who need to protect people and assets in dynamic security environments, from conflict zones to cyberspace. These people purchase (or influence the purchase of) risk management solutions. They want – and need – to know what is available in the market to support their business and professional objectives.

2. Content Marketing

Principle: Create high-quality, relevant, and valuable content to engage and educate the audience. Content can include blogs, videos, podcasts, infographics, and more.

Marshal: Our Marketing Channels enable suppliers to showcase their capability via “exhibits”, within general and specific operating contexts, promoting services for sale, contract, or hire, and including optimising or offloading surplus resource to generate extra cash flow.

Exhibit content includes:

• Full Service Descriptions, supported by images & video
• Practitioner Bios & Credentials
• Company Compliance/Assurance Documents
• Locations of Supply
• Indicative Terms, Prices, and Availability
• Customer Testimonials
• Companies’ Aggregated Services Portfolio

3. Multi-Channel Marketing

Principle: Utilize various marketing channels such as social media, email, search engine optimization (SEO), pay-per-click (PPC) advertising, and events to reach a wider audience.

Marshal: Exhibits within Marshal can be shared through social media channels, either individually, or collectively via “portfolio” pages (collating a range of available Resources, Training, Events and Publications), and via the regular Network Update (newsletter) or ad hoc broadcasts to registered members.

Our Channels enable the continuous redistribution of valuable and often overlooked content recorded at events including conference presentations, panels, roundtables, webinars and podcasts in ways ephemeral social media does not – ie, they are automatically and continuously distributed and searchable and for as long as they remain in the system.

4. Lead Generation

Principle: Implement strategies to capture leads such as gated content, webinars, free trials, and newsletter subscriptions. Collecting leads enables further nurturing and conversion efforts.

Marshal: Each exhibit enables registered suppliers to showcase whatever collateral they wish to generate leads. Prospects contact the supplier via each exhibit, as well as accessing the supplier’s wider portfolio of services, linked together for easier navigation and browsing.

5. Marketing Automation

Principle: Use marketing automation tools to streamline repetitive tasks, nurture leads, track customer interactions, and analyze data for better decision-making.

Marshal: Exhibits are embedded automatically into our Recruitment Channel, visited by hundreds of Safety & Security practitioners each week, thereby continuously and exponentially raising awareness to passive and active stakeholders of the capability available that can help them achieve their risk management objectives.

6. Sales and Marketing Alignment

Principle: Foster collaboration and communication between sales and marketing teams. Align goals, strategies, and messaging to ensure a seamless customer journey.

Marshal: The platform is collaborative, enabling multiple, cross-functional administrators to work together to ensure exhibits are aligned across company objectives.

7. Social Proof and Reviews

Principle: Leverage customer testimonials, reviews, case studies, and social proof to build trust and credibility. Positive feedback from existing customers can influence potential buyers.

Marshal: Social Proof. Earned Media. Word of Mouth. All the same thing, and all arguably the most powerful form of promotion. Marshal enables the solicitation and collation of feedback from previous clients about products, services, and credibility, to help suppliers stand out from the competition.

8. Adaptability and Innovation

Principle: Stay adaptable to changing market dynamics and emerging technologies. Embrace innovation to stay ahead of competitors and meet evolving customer expectations.

Marshal: Designed to be user-managed/generated, the platform enables suppliers to create content dynamically either for general exhibition, or in response to emerging and evolving operational environments.

9. Data-Driven Decision Making

Principle: Regularly assess the effectiveness of demand generation efforts. A/B testing, feedback analysis, and staying updated with market trends help in continuous improvement.

and…

10. Continuous Optimization

Principle: Analyze data from various marketing campaigns to identify what works best. Refine strategies, optimize campaigns, and improve overall performance.

Marshal: Creating multiple exhibits showcasing a diverse range of niche capability enables suppliers to see which generate more attention versus those that don’t, so you can adjust your efforts accordingly for better results.

Next Step? Sign up to Marshal today!

Marshal helps ambitious Security & Resilience businesses grow via a powerful, exclusive digital marketing network that boosts the accessibility and impact of risk management expertise.