Demand generation is a term describing tactics that are aimed at driving increased awareness, interest, and sales of a product or service offering. These tactics begin in the awareness phase, but continue to affect the buyer’s journey all the way through to conversion and assistance.
Here is how demand generation tactics apply to each stage of the journey:
Interest & Awareness
This is the area where all demand generation tactics arises . By clouting any number of social, search, email, video, or display advertising—we can begin to create a familiarity between our brand and our target market.
The next time a prospect in our target market is ready to make a purchase, they will generally take help of Google search. If you want to convert any of the value you have created in your initial demand generation tactics, then you need to ensure that you are a top result in search for the keywords that matter most to you. You may also want to consider running Google Ads to supplement that organic rank and reaffirm your brand for the people who search your brand.
This is often the most vital and often neglected element of demand generation. It’s relatively easy to run ads and built awareness among the target audience. However, once those prospects find your site, they need to determine whether or not you can be trusted..
This trust is established based on word-of-mouth, social media , and largely your online reputation in the market. Let us take an example, whenever we conduct a local search for a restaurant, do we even consider any of the results that has less than a 3 or 4 star rating? Or less than 10 reviews?
By communicating value and clouting demand generation tactics, you can collect more positive reviews and generate a more positive image of your brand on the web.
Is your website conversion ready? Can prospective clients make a purchase right on your site?
These are the questions that you need to be asking yourself when you begin to build out your demand generation strategy for the purchase phase of the customer journey.
This is where the real game begins.
If your clients were glad with their purchase experience, it is really important that you make it easy for them to deliver feedback (reviews), reach support if they have any post-purchase concerns, and continue to find educational resources.
The sale never ends after the first sale, this phase of demand generation is often known as second-order revenue demand generation.
This is one of the B2B marketing strategies you probably have been hearing a lot about in the last two years or so and is growing in popularity just like inbound marketing did a few years ago. Yet, for B2B marketing strategies, account-based marketing or “ABM” (as it is typically abbreviated) has become essential and complements your inbound and outbound strategies.
Account-Based Marketing is about marketing to specifically identified companies, or sometimes to the individual at a targeted company, with a personalized message/content. The idea is that the more targeted the effort the better the results will be.
Instead of putting content out there and hoping to attract the right accounts, now you are targeting those accounts directly that content/ads/emails are tailored towards them specifically.
Advertising platforms for example (LinkedIn, Terminus) let you get blog posts or ads in front of these accounts directly. Or marketing and sales can interact and build relationships with key players sharing the personal content through social, email, and much more.
This strategy has honestly become a core part of B2B marketing and over the next years will become a standard operation for marketing teams.
There you have it, five B2B marketing strategies that your company needs to implement right now, simultaneously.
It seems like a lot and can take up a bit of time and resources, but it is possible for small digital marketing teams to implement all the above (and effectively). It’s also essential that you are combining all these marketing strategies together because the power of combination will help take your marketing results to the next level.
Of course, you also may see one strategy working better than others (which is normal) and that is the one where you’ll want to put more time and energy into. Just remember to not neglect the others as well.