Why Demand Generation Matters for Your B2B Business

Some people might say that demand generation and lead generation mean the same thing. They're not though. To get your leads, you have to create the demand first.?

Let’s talk about it today.?

What is demand generation?

The goal of demand generation for B2B is to create a predictable pipeline that will grow your business by increasing awareness and interest in your product or service.

Demand generation is not about forcing people to buy things they don't need. It’s about sharing the right information at the right time to meet the needs of your ideal customers.

In order to generate demand for your business, you need a story. A good one! Through storytelling , you can demonstrate how your business can help your audience solve their problems, and then gradually convert them into leads and eventually – paying customers.

Demand generation vs lead generation - what’s the difference?

There's a subtle difference between the two, but lead gen and demand gen are closely connected – one feeds into the other.

Whereas digital demand generation helps you grow your audience by bringing new visitors to your website and introducing them to your product or service, lead generation converts your audience into qualified leads.?

5 steps to build a successful B2B demand gen strategy

Build awareness

Brand awareness isn’t something you can just buy. You have to work hard at it and keep up your end of the bargain by creating great content, engaging with customers on social media channels, and so on. It’s important that your audience knows who you are as an organization so they can trust you. Develop a marketing strategy that gets your brand in front of the right people. It’s extremely important for your B2B demand generation funnel.

Develop a content strategy

Demand generation is all about informing and educating people about what you are offering and how it addresses their pain points. The best way to achieve this is through content. You can create it in the form of blog posts, videos, or podcasts, but the important question to ask yourself is, why should people value what you have to say? Considering the abundance of content available to consumers, the best tactics to differentiate yourself would be original research, valuable insights, or addressing the consumers' pain points directly.

Nurture high-quality leads

A full-on lead nurturing strategy will help you generate healthy, reliable demand. Don't leave your marketing teams' efforts limited to one aspect of the process. Have them work closely with your sales so they can guide buyers throughout the entire journey by addressing all the questions or concerns they may have along the way. Optimize your lead nurturing strategy by regularly reviewing your data and updating tracking and messaging as necessary.

Incorporate account-based marketing

ABM strategies are designed to help marketers reach high-value clients with personalized, tailored campaigns. By understanding an account's values and business objectives in advance of conversion, you can create messages that will have a greater chance of resonating more deeply than traditional banner ads or email offers do. The key to ABM is to strategically select accounts to target and nurture through customized engagements and support. Provide your leads with personalized content that directly addresses the pain points and questions they have based on their target personas.

Invest in partner marketing

B2B companies can generate demand through co-hosted live events with other related businesses. Partner marketing is among the B2B demand generation best practices due to its high effectiveness. It doubles the reach instantly simply because you are targeting different audiences. The majority of webinar registrants won't attend the live session anyway, so you can attract traffic, encourage sharing, and create awareness for your brand by making it available on your website.

Hope it helps!?

Leave a comment below if you have questions.?

See you next week!

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