Demand generation can be one of the best tools for converting leads. It’s a complex and dynamic tool that can change the face of your lead gen business. But to achieve spectacular results, marketers should know how to use it strategically. One needs to have complete knowledge of demand gen and lead generation and the thread that binds these two important elements of b2b.
In this blog, we will find out the various elements that help build strong demand gen formula and how one can strategically pull off successful demand generation for better lead conversion.
It starts with a strategic mindset!
The power of demand generation is in its dynamism! The whole purpose of demand generation is to raise brand awareness and create a cohesive and attractive brand ambience for the audience to notice you and engage with you.
In order to achieve this, b2b marketers need to understand the target audience well and to also know which parts of marketing activities can be directed towards building a powerful demand gen strategy.
So before we deep-dive into knowing how demand gen can be pulled of strategically, let us see the parts of marketing that can be useful in generating interest in the minds of the prospect.
- Brand awareness and brand storytelling can be activities that can be used as a part of the demand gen program
- Social media platforms can help build brand awareness and open communication channels
- Email marketing can very well be used to generate demand amid prospects
- Content plays a vital role for all the above activities, generate curiosity, and even retarget some of the customers
Demand generation process in a nutshell-
The process that helps in attracting prospects to your brand is a demand gen process. As a demand gen specialist the more you get to know the customer the more you understand their pain points and challenges. This is how you start crafting solutions that are aligned with their challenges. Then establishing brand awareness in the same context helps attract these prospects to your brand and they start engaging with you through content assets, email marketing and social media communication.
As soon as the prospect is aware of your brand positioning as a solution provider, it is then that they think of approaching you. This is how you attract good leads that can be easily converted into business.
So how does one use demand gen strategically to get more leads?
A. Create content assets that are helpful and aligned with what your target audience is looking for. This is a good way to get in front of your audience and stay in the eye-line of your leads. Create a variety of content assets such as blogs, infographics, white papers, etc.
B. Create email marketing campaigns to initiate first contact with the prospects and to leverage the power of content assets that you have created. Start communicating with follow-up emails and let them know that you have the solutions they are looking for.
C. Lead segmenting, lead scoring are important things of lead gen process but they are also a significant part of the demand gen strategy.
D. Keep creating excellent content that is customized at this stage so that you pay focused attention to the customer needs just like ABM. Narrowing down the focus is the key to successful demand gen.
E. Focus on lead nurturing to build powerful relationships and rapport with the leads so that they convert easily
Conclusion-
Each organization is unique and hence the needs of demand gen for each organization will be unique too. But what is important is that sales and marketing teams need to be aligned to be able to pull off all the above strategic techniques that can help generate demand that is in-line with the larger lead gen goals.