What is a B2B demand generation program?
It’s all about building a strategy to drive more awareness and demand for your brand and product.
Lead generation is in a close relationship with demand generation. Generating more leads will have a positive impact on demand generation because demand generation focuses on generating interest in your business in the wider market. More leads and more sales will drive more awareness, which is the end goal of demand generation.
Demand generation is one of the first aspects of the overall demand funnel, the goal of which is to close more deals. The goal of a demand generation framework is to enable your B2B marketing to reach beyond your current customers.
Whether you are a startup looking to make your first big deals, or a major organization with a sizable database of customers, stagnation is not an option. In today’s highly competitive business environment, organizations that are not focused on growth are quickly eclipsed by their competitors.
In order for you to be successful at demand generation, you will need a proven strategy, a strong demand generation funnel, and the right tools for the job. There are a number of different strategies and approaches to demand generation, but the fundamental goal is to get your brand and its solution in front of people who need it.
This means finding buyers with a strong intent who have a problem that your offering can address. Another part of this is creating good content that is shared online and on social media.
The fact is that most businesses, like consumers, are searching on Google for solutions to their problems. If your content appears in their searches, your brand awareness increases. The thing to remember about demand generation is that if nobody knows your name, you can’t help anyone. However, with a strong B2B demand generation strategy, you can solidify your brand as a trusted source of solutions and knowledge within your target market.
Demand Generation Strategy
There are a few essential elements that you should factor in as you build your demand generation strategy. Looking at demand generation strategy examples can be a great way to learn more about how this process works.
Here are eight proven demand generation strategies you can use:
1. Build Awareness
The first thing you’ll need to focus on is building awareness. Being active on social media and reaching out to publications with a bigger audience than you are two ways you can do this.
2. Publish High-Quality Content
Content is foundational to demand generation. Building a library of strong content can demonstrate your thought leadership to prospective customers and prove your expertise in search engines that will rank you higher as a reward.
3. Be Unique
In today’s world, people are inundated with all kinds of noise that can easily leave consumers somewhat bewildered. Don’t join the background noise of your competitors. Share what makes you different, and your business customers will be drawn to your brand.
4. Utilize Content Syndication
You may have created great content, but what can you do with it? Content syndication, such as the service provided by ViB, can get your content in front of thousands of prospective customers that fit perfectly into your target market. This means more demand generation and more lead generation.
5. Invest in Automation Software And Tools
Speaking of ViB, automation software and demand generation tools (like ViB) can be powerful in the hands of a busy B2B marketer. ViB’s appointment setting service provides impressive ROI thanks to the high-quality leads it can generate.
6. Host Events
Attending events can be another way of building awareness and getting your name in front of prospective customers who may not have heard of you before. At these events, whether they are online or in-person, try to find ways to stand out from the crowd and be the name they remember.
7. Social Media Marketing
Be active on social media. Developing a unique and engaging brand experience on a variety of social media platforms can be a great way to get the word out about your brand.
8. Develop A Strong Email Nurturing Campaign
Part of your demand generation funnel is the nurturing of the leads you’ve generated. You want to make sure to use an effective email marketing campaign to move customers along the buyer’s journey and convert these leads into sales.
Demand Generation Funnel
One established way of demonstrating how demand generation works with other marketing activities is the demand generation funnel. It’s important to know and understand the various demand funnel stages so that you can build a comprehensive demand generation strategy. Here is a list of the main demand funnel stages:
- Demand Generation
- Lead Capture
- Sales Accepted Lead
- Sales Qualified Lead
We have already discussed the specifics of demand generation and the strategies to achieve it. The prospects that flow into your funnel as a result of that demand generation will then pass through various stages.
Lead capture is the point at which a prospect turns into a lead because they have clicked something on your website and taken action as a result of the marketing. Then comes sales qualified lead. At this point, the lead has been vetted by the sales team. After that, there is the meeting, the proposal, and then a won deal.
One person who needs to be very familiar with this funnel is a demand generation manager. Ultimately, it is the demand generation manager’s responsibility to ensure that each of these funnel stages is properly managed and successful. Demand generation marketing isn’t always easy, but the right tools can make a real difference.