Demand generation is an important aspect of b2b sales and marketing. It sure requires marketers to consider various aspects of the buyer’s journey, gain valuable insights about the prospect’s buying motive and other variables that contribute to make this strategic activity work. It also requires a combination of strategies to be deployed at different stages of the marketing funnel. 2022 can be another year for marketers to create a more comprehensive demand gen strategy and align it with the new demands of the customer.
Here are some things to consider while creating your next demand gen plan!
Work hard on the strategy
The top of the funnel engagement is an important part of b2b sales. Demand generation is all about addressing the pain-points and challenges of the customer so that he knows that you understand the specific problems that need to be solved. This can develop trust amid the target audience and you can get a better response.
Use intent data
Getting to know the customer’s challenges and pain points allows b2b marketers to customize the solution. Intent data can help marketers give a birds-eye view of the various aspects of the prospect and his needs.
Intent data can guide marketers about where and how your customers are engaging with content assets. It also provides a proper understanding of the various dynamics that can encourage a buyer to make his buying decision quickly. Intent data can provide authentic and incredible insights about the buyer at various different buying stages to help create an opportunity to generate demand at the right time and at the right juncture.
As such with so many insights, you can be armed with a customized offer or a valuable content asset through email marketing for better response. Intent data thus helps you to create a solid plan for demand gen based on the insights and business intelligence.
Consider ABM
The various different segments of lead generation may lack focus for high target accounts. This void can be filled with a more focused and narrowed down approach that is ABM! Account-based marketing is the need of the time. Leads can convert with more focused approach and with dedicated resources working to create ROI. ABM campaigns can be created to directly address the needs and challenges of the customers and get better conversions and results.
Conclusion
2022 may see a lot of new trends or a continuation of trends from 2021, but demand generation is definitely going to continue with its rising popularity. Marketers, therefore, need to optimize their strategies in order to attract and engage leads. Creating outstanding content assets can also help in building a successful demand generation strategy in 2022.
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