Like your marketing strategy, an effective demand generation plan should include achievable goals, measurable outcomes and specific objectives. Its primary aim is to raise awareness, improve reputation and, in turn, ensure your target audience wants to make purchases with your brand. Your digital marketing efforts and demand generation activity should be closely aligned, working towards the same clearly established goals and accurately reflecting your brand values across the board. Demand generation is essential to establish your brand positioning, build trust and qualify leads — all of which should support your wider marketing efforts. Let’s explore how using demand generation and marketing strategy together can help turbocharge lead generation and guarantee success.
Why demand generation should be included in your marketing strategy
In any successful business, all teams need to work together as a well-oiled machine. The best way to achieve this is to implement marketing and sales alignment, and ensure everyone is working towards common goals. When developing a business or marketing strategy, demand generation should weave seamlessly into it. Use demand generation tactics to achieve your marketing goals, and marketing activities to support demand generation. If you want to drive more revenue, then demand generation plays a role in this — helping build your reputation so more leads convert to customers. If you want to increase traffic to your website, then the marketing communications you produce to generate interest will support this. Both strategies should work in harmony, with an overarching aim to generate leads and convert customers.
Demand generation techniques
There are a number of techniques to choose from, and the best strategies include multiple methods to achieve the most.
According to HubSpot, three quarters of buyers do not scroll past the first page of search engine results. So, it’s clear that a high ranking website truly matters. If your business goals include building trust, becoming more discoverable or increasing traffic to your website, then SEO matters. You will need to ensure regular content, fast loading times and an effective keyword strategy — all of which will improve your ranking and help you meet your goals.
● Content marketing strategy
eMarketer found that 60% of marketers create at least one piece of content per day. If your marketing objectives include posting regular content, positioning your brand as an educational thought-leader, or helping to solve your customer’s problems, then a content strategy is crucial. The more accessible and valuable content on your website, the more likely a visitor is to share their details in order to access gated content or book a free trial, which will help convert them to a lead.
● Social media marketing
According to Global Web Index, more than half of social browsers use social media to research products. This means that, by ignoring social media in your marketing strategy, you could be missing out on vital opportunities to generate demand for your product or services. The more effective platforms and channels you utilize, the more chance you have of reaching the right people with the right communication at just the right time.
● Email marketing
HubSpot found that 59% of respondents said email marketing influenced their purchase decisions. So, by implementing a personalized email marketing strategy, you will increase awareness of your brand and products and ensure consistent communication with potential customers. Send relevant offers and recommended products, monitor click-through rates and watch your website traffic soar.
● Lead scoring
According to a Gartner study, 70% of leads are lost from poor follow up. So, keeping on top of them, nurturing them through the pipeline, and ensuring they are the right kinds of leads in the first place is key. A major part of marketing is establishing your target audience. Getting this right from the outset will ensure all future communications and activity is directed at the right people. A lead scoring model will help you qualify leads early, and ensures that potential clients are likely to convert to leads and, eventually, customers.
● Marketing automation
Social Media Today found that 75% of businesses currently use marketing automation tools. These play a number of different roles — from personalizing your marketing approach to streamlining and speeding up processes. For effective demand generation, businesses need simple processes, consistency, and lack of human error. Automation tools can help across all of these areas, as well as effectively supporting every stage of your marketing strategy.
Which one is best for B2Bs?
There is no one-size-fits-all solution for B2B organizations. Every business is different, and more importantly, every target audience is different. So, what works effectively for one business may not be the right solution for another. Do your research, ensure you are monitoring success and making changes as necessary. Implement multiple tactics as part of a wider strategy, all of which should work to raise your profile, enhance your reputation, and get the right people interested in your organization, product or service. Pair an effective content strategy with quality social media output to drive traffic, develop a strong online presence and position yourself as an industry leader. Implement an SEO strategy and support it with engaging, personalized email marketing content that drives traffic, displays tailored content and bespoke offers. And, use successful marketing automation software to support every stage of the pipeline.
Lead Forensics is an effective lead generation software, helping B2B organizations generate engaged leads directly from their website. Thanks to a global leading database of business IP addresses, users are notified of the organizations visiting their website in real-time, as well as gaining access to key decision-maker contact details. This provides marketers and sales teams with the ability to contact the right person at just the right time. Plus, access to detailed visitor journeys means that your team can personalize their follow-ups based on the specific visitors’ needs and interests. 98% of your website visitors won’t make an inquiry — Lead Forensics tells you who they are and helps you discover a bounty of new leads. Book your free demonstration today.