Demand generation is becoming one of the favorite marketing activities amid b2b marketers. Today, marketers are focusing more and more on new-age lead generation practices and less on the traditional sales and marketing practices. Demand generation is one of the highly popular techniques that can draw potential leads for higher sales and ROI.
Demand generation is defined by Gartner as “a data-driven marketing strategy focused on driving awareness and interest in an organization’s products and services, with the ultimate goal of developing long-term customer engagement. Demand generation includes, lead capturing, lead nurturing and sales pipeline acceleration.”
Demand generation is essentially designed to make customers aware and excited about your products and services. Demand generation programs should be able to help your organization reach new markets engage more customers and re-engage existing customers.
Here are some top demand generation techniques you must adopt for b2b success!
Focus on Personas
Make personas an important part of your sales and marketing strategy. This is an important step if you want to make demand gen result-oriented. In fact, creating the right personas should be an integral part of your demand gen strategy. Creating buyer personas is very crucial for b2b demand gen funnel. In fact, categorizing demand gen initiatives as per personas can lead to better results.
One of the best ways to handle your organization’s content assets is to categorize them as per your personas. You should combine content and demand gen for best results. B2B industry involves several decision makers at different levels, which is why buyer personas are so important. So if you want big results, you must drive demand gen as per your buyer personas.
Make it ROI oriented
While you get busy creating strategies that will bring more sales, don’t forget the all-time favorite and but obvious strategy of focusing on return on investment. Understanding the results or making the results of demand gen measurable is probably more challenging than any other lead gen technique. It’s really difficult to quantify demand gen results the way you can quantify lead gen results.
In order to simplify this, make sure you have verified data, have realistic personas and great content assets that can bring you as close as possible to the desired results. This is the only way to make sure you enhance ROI through demand generation.
Invest in Content assets
The various elements involved in creating a solid demand gen strategy are all interlinked. Content assets are an important part of any demand generation strategy. Content assets that are created keeping in mind the buyer personas can be a great magnet for potential leads. These can be used to generate demand and then pull in the good leads that can convert easily.
Create content assets that are in-line with the challenges of the prospects. It should be able to give them the right insights, guidelines and information that can help them in certain ways. Content assets should be able to position you as the problem solver and a solution provider.
Conclusion-
Demand generation is a great way to simplify the lead generation and it can often make lead gen look less sale-sy. It can create more credibility, brand awareness and trust amid the target audience and give you the best returns in terms of sales and ROI.