Demand generation is a complex process; however, if you create a solid strategy with the help of incredible data insights, it can bring spectacular results in terms of leads and sales. While marketers focus on how to scale their demand generation, they should avoid making certain mistakes to make their efforts more effective and result-oriented.
We share with you 3 such mistakes that you must avoid if you want to create robust demand gen campaigns.
Not optimizing data
Poor quality data can be detrimental to b2b sales and marketing. It can cost you time and money. As a b2b marketer, optimizing data is one of the critical activities that you must focus on. Data is the fuel for your sales and marketing activities. It will make it less challenging and more result-oriented. If b2b marketers do not focus on data, it will invariably affect their results.
Knowledge about the prospect through intent data is one of the keys to accelerating lead generation today. Marketers should therefore focus on getting maximum benefit out of intent data. The focus should be on creating more effective ways in utilizing data by adopting techniques such as data cleansing and data verification.
Not being aware of your prospect’s needs:
If your data is not in place, naturally it will affect your knowledge about the prospect. B2B market is complex and without deep analysis and insights about the prospect’s intent and buying history it can become more and more challenging to engage them.
As a b2b marketer you must know who your prospect is and what his needs are. Knowledge about buyer’s journey, purchase history, likes and dislikes, competitors and much more can help you to devise a more customized strategy to delight and engage customers.
You can track your website visitors and you will be surprised to see many potential leads that may have already shown interest in your brand. This is the magic of demand generation wherein the leads come knocking at your door if you use the right strategy and attract the customers by being aware of their challenges.
Not focusing on content assets and content marketing:
Your marketing communication is crucial at every stage of the funnel. In fact, it’s best to focus on customizing messaging and communication as per the stage of the funnel. Email marketing is one of the most effective tools for reaching out to your target audience. If you do not focus on the messaging, none of your email campaigns will impress your clients and you will not be able to convert your high-value customers.
Today, customers know what they want and more so, they have plenty of options around them who are willing to offer them what they want. If you want to survive in this tough competition and thrive, you need to create great content and offer them content assets that they would be delighted to read and download. These will not only help in creating brand awareness, but can also help marketers to stand out in the crowd as a trustworthy b2b vendor who knows his game well!
Conclusion:
It’s possible to miss out on some finer nuances and most importantly some pitfalls when you are focusing on the bigger picture. But small mistakes in demand gen can cost you a lot. Since demand gen can considerably reduce your lead generation challenges, its best to analyze the strategy from time to time to avoid any pitfalls and up your demand generation game for faster conversion and more revenue. It is one of the best ways to convert leads and it can also help build relationships with your customers for creating a more sustainable business model.