Are you investing heavily in marketing but struggling to generate the demand your business needs to thrive?
You might be receiving some interest but not good enough to overcome the dry spell!
Well, don’t feel left out or alone. However, you must also understand that sales and marketing aren’t what they were a decade or two ago.
Today, you need a solid and hard-hitting B2B demand generation agency & strategy.
Remember, it is about creating the buzz and a genuine interest in your business to keep your sales pipeline constantly flowing with healthy leads.
Consider demand generation laying the groundwork for your sales team to shine and do what it is best at – convert leads into sales!
But how do you generate demand in the highly competitive B2B world? Let’s find out.
How to Build a Data-Driven Demand Generation Strategy?
Those days when marketers threw spaghetti on the wall, hoping something would stick, are gone. Today, it is about making a targeted, focused, and data-driven effort.
Demand generation isn’t an exception to this. However, you need a robust strategy that involves addressing some significant elements, including;
- Create buyer personas (Ideal Customer Profile (ICP) based on real-time customer insights received through months and years of historical data.
- Map the buyer’s journey, understanding their stages like awareness, consideration, and decision. Determine the information they need and the questions they have.
- Have your sales and marketing teams collaborate to build behavioral scoring models to identify and prioritize high-intent leads.
- Track everything. Set up robust tracking mechanisms to monitor what’s working and what’s going down the drain to learn from it and improve your strategies.
However, ensure you don’t merely collect data. Instead, connect it. Bring your CRM, analytical, and marketing automation tools together to create a single, truthful, and accurate view of your buyer. It proves to be the first step in doing what matters.
Interactive Content as a Demand Generation Tool: Case Studies & Insights
People these days don’t want to read content. They want to connect and engage with it.
This is where interactive content comes into play. It pulls your audiences in, brings them closer to your brand, encourages engagement, and provides intriguing insights intriguingly. So, when it comes to demand generation, think beyond blogs and articles.
Here’s what you can do to encourage users to connect and interact with you.
But what exactly are we talking about here? We are referring to quizzes and assessments that make users think, calculators like RoI estimators, interactive infographics, and interactive demos and simulations.
Interactive content inspires people to participate in a process while providing them genuine value, and subtly guiding them towards the next step in their journey.
Users love it when they are valued. Interactive content precisely helps evoke that emotion!
Retargeting Strategies to Boost Demand Generation ROI
Ever visited a site, browsed it for a while, left, and seen ads for that brand popping on your screen and mobile? We’ve all been there. It might feel creepy. But is it useful? Absolutely!
This is called retargeting. It helps keep your brand on the mind of the warm leads who have a favorable intent but need a little nudge. Here’s what you can do.
- Account-Based Retargeting: Focus on key decision-makers across high-value companies that match your ICP.
- Segmented Retargeting: Customize ads based on a lead’s behavior. For instance, if the lead has visited the pricing page, offer them a demo.
- Dynamic Retargeting: Display content or offerings based on a lead’s past behavior. A sudden spark in the interest for something they might have forgotten is possible!
Nonetheless, also add frequency caps while shooting retargeting ads. Don’t make the lead feel like being chased by a detective!
Dive deeper into Demand Generation by reading this blog – How do Demand Generation Agencies Use Multi-Channel Approaches for Lead Growth?
The Impact of Video Marketing on B2B Demand Generation
Video content is easier to understand and consume. Hence, video marketing is a must, particularly when it comes to demand generation. But again, you must diversify and venture into different types of video content to reach and engage with your users.
Some types of videos that can form part of your demand generation campaign, include;
- Explainer: Explain your product or service clearly and concisely and captivate the attention of leads in the awareness stage.
- Thought Leadership: Establish yourself as an industry expert and authority by providing valuable insights, and trends and discussing key challenges.
- Case Study: Showcase success stories of existing clients. Hearing from peers builds credibility for B2B buyers in the consideration and decision stages.
- Product Demo: Provide a visual walkthrough of offerings in action. Highlighting key features and showing how they solve problems creates a higher impact.
- Behind-the-scenes: Offer a glimpse into your company’s values and culture to build trust and humanize your content to connect with the audiences better.
While videos connect, you can also repurpose them across multiple channels from various platforms, including your website, social media pages, and email marketing campaigns.
Email Marketing Strategies to Enhance B2B Demand Generation
Many entrepreneurs consider email marketing strategies old-school or dead. But that’s not the case. People still read emails and engage with them. All it needs is a little reinvention.
At the outset, you must forget the mass blast (sending generic emailers to thousands of email IDs). Instead, you should adopt personalization, segmentation, and value.
Here’s an overview of how you can make it work.
1. Segmentation:
General emails are history. So, segment your audiences based on their job title, industry, and engagement with your content or their stage in the journey. Craft targeted emails relevant to their situation and that resonates.
2. Personalization:
While personalizing, think about using the user’s name. Rather, reference their company, or any previous interaction they’ve had with you.
3. Value:
Avoid creating a salesy email pitch. Offer value in the form of insights, webinar invitations, or exclusive information or resources.
4. CTAs:
Be clear with what you want your lead to do next. Ensure you follow a sequence. Don’t ask someone in the awareness stage to directly sign up.
5. Mobile Optimization:
Optimize your emails for mobile as a majority of leads or users would read your email on their mobile phones. A distorted email viewing experience can ruin the entire campaign and leave your hard work in vain.
6. Tracking and Analysis:
Monitor your email campaign and every element, including its open rates, click-through rates, and conversion rates. Use these insights to align your email campaign for better outcomes.
Final Thoughts!
Unleashing the potential of your sales funnel isn’t a one-time process but an ongoing one. Nevertheless, implementing it can take time and require proven expertise. If you don’t have one, DemandFluence can fill that gap. We are demand-generation professionals with a solid track record and experience working and delivering results for various businesses. Our experts can help create some serious demand for your business. But believe us, working with us will be fun and an exciting journey of opportunities, evolution, and outcomes. We look forward to connecting with you at hi@demandfluence.com.
