How to convert leads into customers, how to attract customers through different channels, how to most aptly communicate with your potential customers and how can this increase the ROI – these are some of the most common challenges being tackled by every B2B marketer. However; the answers can be simplified through smart and strategic approach with the help of data and the realization that instead of simply running behind the leads; the need to generate demand is essential to making successful conversions. This is where demand generation comes into the picture.
Here is a blog that discusses how demand generation can be a more sustainable solution for generating leads.
Create Awareness:
If lead generation is the destination; demand generation is the journey. Being aware of the problem is the first step towards creating and offering a solution. Going with the same logic; marketers are now mapping the digital footprints of the customers and their buying journeys to determine the need. Once the demand has been generated it is easy to target specific audience to attract leads that can convert.
Design a sustainable solution:
If lead gen is about closing a deal; demand gen is about starting and nurturing a long term relationship. For a demand gen marketer; establishing long term relationship with customers is priority and it can be well done with a better reach. This reach should be strategic in a way that it is designed and based on enough data. The customers for any demand gen campaign can be very well reached through email marketing, social media, offering great content that helps them and much more. But the aim of demand gen is not a quick-fix solution, but to create a more sustainable model for lead generation and lead conversions.
Offer incredible content:
Content that adds value goes a long way in building powerful and sustainable customer relationships. The power of content cannot be ignored and the importance of content is paramount in any demand gen campaign. It serves to bridge the gaps between the problem and the solution by enhancing communication by building a strong relationship dynamic. This nurturing can encourage a prospect to reach out to you. Content also serves the customer with potential inputs, data, insights that he would have had to otherwise spend a lot of time and effort for getting it.
Conclusion:
Demand Generation has huge potential and it can be a great journey if you have a lot to offer. It is a good practice to get the prospect into the loop, nurture and then convert the lead with a more sustainable relationship as an end product.