Imagine your marketing team rejoices over a record-breaking month of MQLs. But your sales team is dead silent. Or, your sales team is closing leads for this quarter. However, the pipeline looks like an abandoned town for the next!
In today’s competitive B2B world, generating leads isn’t a challenge. Maintaining the momentum is. High-quality lead generation isn’t a disconnected sprint, as many consider. Instead, it is a synchronized relay race.
Now, if you also have been struggling to create and keep up the full-funnel momentum, you need a demand gen agency that helps you do it. But how does partnering with an agency help? This blog precisely explores it.
1. Starting with Buying Groups (Not Leads)
Unlike B2C, B2B buying is a group decision. The stakes are usually high. Hence, a panel of decision-makers collaboratively finalizes the purchase. Each stakeholder has a unique challenge, pain point, and requirement. They buy the solution because it caters to each.
An experienced, steadfast demand agency understands this. Accordingly, it focuses on buying groups, not individual leads. The agency’s experts map full buying groups, not just job titles. They identify decision-makers, influencers, champions, and blockers.
Furthermore, the agency customizes the message to suit the role and requirements of each. Essentially, it does not ask how to generate more leads. Instead, it focuses on influencing every stakeholder involved in the deal to drive a positive conclusion.
2. Building Awareness with Precision
Top-of-the-funnel doesn’t necessarily mean screaming. It is about being relevant at the right moment. A demand-gen agency acknowledges the significance of relevance. Therefore, it focuses on aspects that matter and those that foster a forward movement.
For example, it targets intent data to identify in-market accounts. Next, it looks at paid media that discusses problems and solutions. Also, it creates thought leadership content that enlightens the audience and establishes your expertise, instead of pushy selling.
The goal isn’t merely to build impressions. Instead, it is ensuring your brand shows up just when the prospect begins connecting the dots. Your funnel gains momentum when leads recognize their problem, and they consider your offering a solution to it.
3. Focusing on Precision Account-Based Marketing (ABM)
Momentum isn’t always about volume. It is about the pace of action across specific accounts – precisely, accounts that matter. A demand-gen agency leverages the ABM approach to tap into high-value decision-makers through personalized messaging. In other words, it directly connects with the top official, instead of those reporting to them. Doing so helps shorten the sales cycle significantly. Things move ahead faster.
4. Staying on Top of the Prospect’s Mind
A prospect’s positive action (such as a whitepaper download) is surely encouraging. But is that the final engagement before the sale? Not necessarily. The prospect may not be ready to buy yet. Or, they may be considering other options as well. So, how do you ensure you stay on top of the prospect’s mind? The answer is multi-channel retargeting.
A demand-gen agency sets up strategic retargeting sequences across different channels. So, once a prospect takes a positive step, they start seeing relevant case studies on LinkedIn and helpful tips across industry sites. As a result, your business stays visible to the prospect without being intrusive.
Choose a demand gen agency that drives consistent visibility, engagement and revenue quarter after quarter
5. Scoring Leads Based on Data
Every lead is unique. Hence, each demands a unique way of handling. You cannot rush to connect and sell your offerings to a particular lead the moment you receive it. You may only end up wasting time, energy, and feeling discouraged. Leads come with their distinct journeys and actions. You must identify these aspects to handle leads strategically.Â
Accordingly, an agency implements automated lead scoring based on firmographics and behavioral signals. It helps the sales team understand which leads to target first (the hottest leads) and what to do with each. A data-driven, score-based approach like this helps maintain high morale and conversion rates. It also helps minimize failed attempts.
6. Enabling Sales with Context
Filling out a contact form indicates interest. But it may not necessarily reveal the reason for the interest. But when your sales team knows why a lead is interested, it can move the conversation toward conversion faster. A demand-gen agency plays a role here.
The agency equips your sales team with vital insights into various aspects that indicate the purpose of interest. It includes engagement history, content consumption data, account-level insights, and messaging frameworks that align with campaign themes.
Detailed insights like the above convert cold outreach into relevant conversations. It accelerates a lead’s journey from an MQL to SQL and then to an actual sales conversion.
Don’t Just Fill Your Funnel. Move it with DemandFluence!
Demand Fluence is a trusted demand-gen agency that understands the dynamics of modern-day lead generation. We focus on parameters such as buying groups, intent-driven engagement, sales alignment, and revenue impact to drive sustained success and growth. After all, we want your brand to grow confidently and consistently. We do just the thing to make it possible. Want to explore more? Email us at hi@demandfluence.com.
