B2B demand generation is a dynamic landscape. Take demand-gen channels, for instance. While old channels evolve, new ones emerge and strengthen.
Now, each business has its own set of relevant channels. For example, something that suits B2C may not necessarily work for B2B. Thus, B2B marketers must study, choose and leverage emerging channels that reshape demand generation for their business.
However, which ones are emerging and set to make a difference? As a demand generation agency, we consider discussing them vital. So, here are six of them.
1. Account Based Marketing (ABM)
ABM isn’t new. But it is gaining importance amidst the age of personalization. Fundamentally, ABM shifts the focus from broad lead generation to personalized campaigns and laser focused strategies. Unlike conventional marketing, it targets a smaller number of high value accounts.
ABM is evolving due to the advent of AI and automation. Together, AI and automation enable marketers to use intent data to identify companies actively searching for them. These insights help them tailor campaigns across multiple channels, including LinkedIn, email, etc., to optimize the impact.
Did you know? Ninety-95% of B2B marketers use ABM and the top performing B2B marketers allocate 15-20% of their budget to ABM. If you haven’t already, consider leveraging it with the best demand generation company!
2. Referral Marketing
Launching a referral program is another effective channel. Incentivizing existing clients to refer your business to their friends and family can help you expand your business and increase organic brand awareness.
For instance, you can offer a free subscription for the next three months or maybe a cashback or so on the next transaction. Furthermore, you can even extend the benefits to the person who your existing customers refer to your business.
Did you know? A referred customer is 15-20% more loyal than a non-referred one. Besides, such customers also spend twice as much as the regular ones!
3. Interactive and Immersive Events
Everyone witnessed a surge in virtual events during the pandemic. However, this year, you must take your digital interactions to the next level. Precisely, we are referring to immersive, interactive hybrid experiences! But what are they?
Let’s take the example of Augmented Reality (AR).
Globally, many big brands have already started using AR to reach their customers in different ways and more effectively. Fundamentally, AR allows your consumers to interact with digital content in various ways. These include headsets, glasses and mobile phones. Such interactions often tend to be more meaningful. Did you know? Fifty-five-60% of consumers are more likely to buy from a brand if the latter offers them an AR experience of their offerings.
Still relying on the same old channels? The next wave of demand-gen is already here
4. Influencer B2B Marketing
Lately, influencer marketing has also ventured into the B2B space. And why not? Influencers, including those anchored to a regional audience and those with a global outreach, are helping companies cut through the clamor and be seen and heard.
Instead of treading the same old path of overt product pitches, these influencers create authentic content. Audiences consume the content in the form of reviews, tutorials, industry comments, etc. Such an approach helps businesses hit two birds with one stone, generate awareness and build trust!
Did you know? Between 74 and 76% of B2B companies use influencers. Besides, 54-56% of B2B marketers harness the power of influencer marketing. Click to begin your influencer marketing journey and drive more meaningful results!
5. Conversational Marketing
Conversational marketing isn’t about capturing leads alone. It is about interacting to drive a productive impact through AI chatbots and live chats. They deliver quick, accurate and humanized answers to user queries, often in their language as well.
Conversational marketing is one way you can get closer to your prospects and drive demand for your business. Did you know? Using chatbots for customer service can help you increase your leads by 65-70%! Customers naturally love it when they receive instant responses without waiting for human agents to respond on those yawny hunting lines.
7. AI-Powered Personalization
Long gone are the days of generic communication and waiting for opportunities to come your way. Amidst the competitive environment, you must approach your prospects in a way they prefer. This is where personalization steps in. AI-powered tools analyze a prospect’s behavior, intent signals and company data to adapt email sequences, ad creatives and website content.
Such a specific approach helps you drive personalized interactions relevant to the buyer’s needs, resulting in higher engagement and conversion rates. Did you know? As many as 70-75% of B2B marketers are already using AI tools and nearly 90% of leading companies are investing in AI to drive growth.
Looking to Leverage Emerging Channels Relevant to Your Business?
Partner with DemandFluence. We are a demand generation agency you can bank on. Our experts carefully review each channel and generate sustainable demand through thoughtful and personalized strategies. Email us at hi@demandfluence.com for an initial consultation and explore channels relevant to your business.
