The Revenue Engine Newsletter

Hey, it’s Alex from T.A. Monroe.

Last week, we delved into the 4 core principles of great messaging to enhance your go-to-market strategy in 2024. If you missed it, be sure to check it out!

Today, I’ll talk about:

How to build a more sustainable demand for your product

Demand Generation is all about getting the right people to put up their hands and say:

I'd like to talk to a salesperson about your product/service.

Especially critical in the B2B world.

Every deal is worth more (and you can, therefore, spend a lot more money acquiring each customer)

Buying is a long, drawn-out, and collaborative process involving lots of moving parts and different people.

The Demand-Generation Process

1. Awareness

At this stage, potential customers don't know who you are or what you do. The goal is to turn leads into closed business.

• Common Tactics: Blogging, SEO, and brand awareness campaigns.
• Objective: Get your name in front of target customers.

2. Consideration

In this stage, prospects are evaluating different vendors and considering you as a potential solution.

• For some businesses: Connect prospects with your sales team.
• For others: Continue promoting content that requires a bigger time commitment from your prospects.

3. Conversion

Here, prospective customers are closely evaluating your specific solution.

• Key Assets: Product and pricing pages, free trials, e-commerce purchasing options.

Keep your content customer-centric

It can be tempting to create content from your perspective rather than from the perspective of your customers. For instance, it's fairly easy to break your content up into sections based on key product features.

They don't spend every day obsessing over your product and its capabilities. Instead, they are spending their time worrying about things like how to grow their business, speed up their process, or stop customers from leaving.

It is a good idea to organize your content from the top down, beginning with customer pain points and aspirations.

Reduce inventory carrying costs.

The guide below provides more examples of crafting effective messaging and teaches you how to improve your go-to-market strategy step-by-step.

And if you need an expert partner to bring your ambitious go-to-market vision to life, book a free strategy session with me today. I'll help you navigate this make-or-break journey.