Monthly Archives: May 2020

When the sales and marketing teams of a B2B company are very well aligned, they have the capacity to bring in maximum results. It is a proven fact that if the goals, processes, and technology objectives of these two teams are very well aligned, the company can make good business. If you want consistent results; demand generation can create those results for you and your company. B2B demand generation can create brand visibility, nurturing the prospects, converting the prospects into customers to maintaining long term relationships with the customers.

B2B demand generation strategies that nurture the prospect at each and every stage of the customer journey can bring in more leads. It not only allows long term relationship building, but it also helps you to retain your existing customers, while successfully bringing in new customers.

In this blog we discuss how you can make this critical strategic activity successful for attracting more leads:

Brand Awareness:

Research shows that 86% of consumers prefer brands that are authentic, transparent, and solid in their values. In an oversaturated market, it is extremely important to be known and also to be known amid the right audience. A strong brand or a B2B service provider that has established itself in the market is most likely going to attract more leads. Telling an impeccable brand story that is true and is lucrative at the same time is important in today’s market to be able to attract potential customers.

Buyer Personas:

Knowing the buyer persona from your niche target audience is extremely crucial for success in B2B sales and marketing. B2B demand generation campaigns that focus on the precise target audience and are based and built on the knowledge of the customer are more likely to convert into business. A strategy that encompasses the perfect understanding of the customer’s pain points, challenges, business objectives, etc. can help you to segment or categorize your database for maximum results.

Build pathways: Spell out Call to Action

As we all know, a website can be a really useful lead magnet, but it always almost works when you embed strong and robust CTAs within the website. A website with strong CTAs and an outstanding landing page can create diverse pathways to B2B Lead Generation. You can create case studies, webinars, whitepapers, etc. and also get your content syndicated for better outreach as a part of your B2B demand generation strategy.

Conclusion:

The key to successful B2B demand generation is to include a comprehensive plan that encompasses each touchpoint of your prospects’ journey so that you give them exactly what they need. B2B demand generation is the bigger picture of your marketing strategy that allows you to include activities that truly nurture your prospects at the various stages of the buyer’s journey.

The importance of data is unbeatable and B2B businesses want to now focus on becoming data-driven enterprises. However, companies who want to make this transition need to have a ‘data mindset’ before shifting their focus on making data work for them. Various practices such as data inventory, data cleansing can help shape the right data strategy for organizations that want to use data for sales and marketing activities.

Before you think of data as the power-house for your enterprise, its best to evaluate the existing data and analyze it to be able to make it actionable.

So how can one truly become a B2B data-driven enterprise? Here are some things that you can adopt to make sure you have the right data strategy.

Data Culture:

Data handling is not just the job of data experts. In fact; any organization that wants to be data-driven should imbibe data culture; wherein each participant understands the true value of data. Data ownership should be a regular norm and the seriousness of data should be conveyed to the employees through the top influencers in the organization. Developing a data mind-set is equally important to be a successful B2B data-driven organization.

Data Inventory:

While we might want to look outside the company for data; it is equally important to conduct a data inventory within the company.  You will be surprised to find a lot of data already present in files, documents and other storage facilities; also in the forms of databases, records etc. within the company. This data needs to be extracted to be made available for usage. No data can become actionable until and unless it is treated to become valuable. The extracted data needs to go through data analysis; because there is always the possibility of degraded data to be found amid huge volumes of stored data; one that has become redundant in time.

Data Cleansing:

Incorrect data can hamper businesses more than not having data at all. Before you decide to use data for any marketing or sales activity, it is crucial that you only use data that is authentic, correct, and the one that is not out-dated. Using incorrect data can be hazardous and can lead to failure of campaigns leading to huge losses. Data inventory and data processing are therefore essential in making sure the data you have is usable and is actionable too. Since talking to the right audience matters a lot in B2B sales and marketing, the information about your prospect or the buyers’ journey is equally essential in building the right marketing strategies. Hence, the right data plays an important part in creating the right marketing strategies.