Demand generation seeks to promote interest in new prospects that have little to no notion of what you can offer them.
The main goal is to educate market segments on the existence of a solution and how it directly benefits them. The efficiency of the B2B demand generation process can be judged and quantified by the amount of awareness and interest that it draws.
Before you begin this process, you must choose what would be the best demand generation marketing strategy for your case. Next, we engage potential customers. This process requires you to first determine who these customers are, what it is that they want and need, and what is most likely to drive them to your offer.
Demand generation is often confused with lead generation. In fact, these are complementary phases. Demand generation takes a blank canvas and paints a picture with the aim to increase interest in a certain solution for a specific audience. It stimulates the appetite, if you will.
B2B lead generation is then geared toward acquiring qualified contacts who already have some understanding of what your organization does and may find your offer somewhat attractive for them to use. Once an initial level of trust or awareness in your brand has been established, these individuals are better positioned to explore your solution.
Proposing your solution in an authentic manner will generate curiosity. This awareness will grant market acceptance and build the foundations of your reputation, thus making your solutions more desirable to prospects.
To recognize and demonstrate how your solutions can directly help prospects, share valuable content and position your organization as an authority with clear answers. Creating awareness and market education can be done simultaneously. These are effective tools which will save your sales team time by allowing them to focus on quickly closing deals with your qualified leads and shortening your sales cycle.
A successful demand generation program will spark interest. When prospects in your target audience are aware of your presence and know how your solutions can address their specific challenges, they will seriously consider them. What’s more, if you lay the awareness and education foundations creatively and correctly, this will ensure they continue to ask for additional information on your solutions.
Direct Objective Consulting uses these four demand generation strategies to engage new prospects:
Awareness is a crucial success factor in making a sale. The familiarity and good reputation of a brand is what facilitates the sales cycle for your business. By generating awareness with the right prospects, Direct Objective can not only increase traffic, but more qualified visitors to your website and other marketing channels, allowing you to strengthen your reputation in a relatively short time. By creating relevant content, we aim to generate this awareness through websites, informative blog posts, and e-books, as well as email and social media campaigns. Direct Objective ensures these prospects convert into real leads that stay engaged with your organization, making your strategy a resounding success.
Awareness is one thing, but it is imperative to offer high-value content in your marketing efforts to maintain the attention of your prospects. Direct Objective builds content marketing strategies that gather and analyse data intelligence on consumer behaviour to target the right buyer personas for your solution. Once you understand what your audience is looking for and why, you will be able to efficiently create engaging, reliable and authentic content that potential clients would find valuable. Moreover, it provides a clearer understanding of which type of content (i.e. emails, blogs, webinars) will draw the most interest for your solutions.
A strategy that attracts potential clients based on the same notion that flowers attract pollinators. Flowers use every tactic they have to attract the “qualified” pollinator with their scent, the width of petals, color, nectar, etc. Direct Objective aligns your inbound marketing efforts with “pollinators” to earn their trust and be recognized as an authority in your field of expertise. For example, a well-written blog is a good way to attract new prospects to your website. This, coupled with effective SEO practices, social media posts, and other methods, will increase traffic to your content and popularize your solutions.
Traditional inbound marketing develops buyer personas, collects leads with forms, and pursues those that best fit your solution. Direct Objective offers another strategy that is extremely effective for B2B companies by targeting a very focused segment with a limited number of prospects: the ABM approach. This time, the marketing logic is inverted. You don’t broadcast and hope that someone lands in your “trap”. Instead, we research a limited group of client accounts to gain detailed knowledge about the people involved with it. We approach them directly, personalizing the campaigns according to our data, and we nurture these rare and valuable groups of leads until they are ready to convert and be added into your sales funnel.
Direct Objective has a proven track record when it comes to executing demand generation marketing strategies for clients. The logic and structure behind the above strategies have proven to be very effective and applicable across various types of businesses and organizations.
“Always looking to create more creative and efficient campaigns, Direct Objective measures everything and works with us step-by-step to reach our marketing goals. They increased our Web presence, which gave the company a prominent profile and secured new leads for us.”Jaspal S. Rangi, Owner & Chief Designer at Monsoon Corporate Gifts