Businesses talk a lot about lead generation and marketing strategies but, too often, the importance of B2B demand generation is ignored. B2B Technology Marketing Community found that 61% of marketers think generating high-quality leads is one of their biggest challenges. Without a clear demand generation strategy in place, this makes perfect sense. If the right people do not know about your brand, then where are leads coming from? Your processes should work in harmony to build trust, enhance your reputation, and capture high-quality leads ready to nurture and convert to customers. If you don’t already have a demand generation strategy in place, then it is time to develop one for the ultimate results. Discover the demand generation models you should include as part of your B2B strategy, and reap the rewards of increased visibility, a leading reputation, and truly loyal customers.
In a results-driven business world, it can be easy to get lost in measurable metrics like CRO and ROI. While these are crucial to your business success, it is important to remember the importance that reputation, awareness and discoverability play in your wider strategy. To generate interest in your product or services, people need to know about you. According to Impact, Google receives more than 63,000 searches per second on any given day. So, your SEO ranking matters. Optimize your website with your customers in mind, and work your way to the top of the search engines. Fill your site with regular, high-quality content, implement a keyword strategy, and ensure your website is up-to-date and engaging.
Use appropriate social media marketing platforms to build a group of followers. According to Hootsuite, there are almost 3.5 billion active social media users. Utilize your channels effectively to share insight, link to your site and engage with potential customers. The better your online presence, the more likely people are to find you. Similarly, don’t dismiss the power of the third party endorsement. According to Awin, affiliate marketing drives 16% of all online orders. And, if you don’t have an affiliate marketing plan in place, you can still receive great third party endorsements through a well-planned PR strategy, ensuring industry-specific journalists and publications are shouting about your business news and updates.
Often, demand generation and inbound marketing are used interchangeably. However, inbound marketing tactics should be a part of your wider demand strategy. And, both should weave together seamlessly as part of your marketing strategy to ensure your brand has hordes of quality content and a strategic approach to online outreach. Invespcro found that inbound leads cost 61% less than outbound leads. So, utilize email marketing to speak directly to your potential customers, opting for a personalized approach to emphasize value and increase relevance. Create informative and purposeful content to fuel your potential customers with knowledge and expertise, positioning yourself as a thought-leader ensuring you remain at the forefront of your audience’s minds. Remember, 60% of marketers create at least one piece of content per month, according to eMarketer. So, if you’re not already using content to get your brand noticed, it is likely your competitors are!
According to Iperceptions, 67% of customers say their standard for good customer experience is higher than ever. And, Dimension Data found that 84% of organizations are working to improve customer experience. Consider this when outlining your demand generation approach. For potential buyers to want to do business with you, and to entice existing customers back, you need to ensure your customer experience is unbeatable. Do what you can to develop seamless processes and a straight-forward customer journey. And, remember, your buyer journey doesn’t stop after the purchase is made. Great customer experience needs to be seen across all digital touchpoints — from the first time a B2B buyer discovers you, through to their decision to work with you. Consider utilizing marketing automation technology to support your processes and align your teams. Email Monday found that more than half of B2B organizations are currently using marketing software. When it comes to supporting demand generation processes, make use of technology to help you streamline, eliminate or enhance processes. This way, customer experience will be smooth and consistent, supercharging your reputation and enhancing trust.
Lead Forensics is a B2B lead generation tool that helps businesses gain leads directly through their website. The software works by revealing the identity of previously anonymous website traffic, alerting users of their visitors in real-time, and providing access to detailed visitor journeys and contact details of key decision-makers. This way, sales and marketing teams can strike while the iron is hot. The software can support every stage of your pipeline, from new leads and prospects to lapsed customers and existing clients. Reach the right person at the right time, tailor your pitch for the ultimate follow-up, align your teams and supercharge your processes. Discover a bounty of new leads and book your free Lead Forensics trial today.