B2B demand generation is a tool for driving brand awareness and interest in your product or service in the B2B segment. The post throws light on 3 B2B Demand Generation Trends for effectively creating awareness and generating quality opportunities.
Experienced sales companies like The Global Associates adopt an integrated marketing approach for B2B demand generation for effectively building brand awareness and creating interest in your products or services. Your marketing teams pick many channels and work simultaneously on them for a successful B2B demand generation campaign to create quality leads for the sales teams. Various departments in the marketing team with different objectives can work on multiple channels to achieve the organization’s goals.
For example, one team in demand generation companies could be working on organizing/ sponsoring B2B trade shows, and at the same time, another will be creating brand awareness by engaging with PR agencies. You could assign the task of working with local and global partners for creating quality leads through different strategies to some other teams.
One of the demand generation strategies that consistently does well is creating new assets like eBooks and research papers to attract a targeted audience, it successfully directs increased traffic to your website. Thus you have to make a combined effort to create interest in your product or service to allow the lead generation team to take over to convert this interest into leads.
The important role B2B demand generation plays:
The critical role of accelerating business growth is performed by Demand generation companies. With an ever-into intensifying competition at global and local levels, the marketplace is so saturated that makes it very tough for both the experienced players as well as the start-ups. A well-planned, well-executed demand generation program is essential to make a niche of your own. The start-ups, in particular, cannot hope to start earning profits without having the right demand generation strategy to engage prospects well; failing which they would be just another fly-by-the-night organization. It’s never a good idea to rely fully on your sales teams and organic methods to attract customers as it mostly results in slow business growth for the organization.
Reference cases can turn the tables!
Reference cases hold great significance in B2B; naturally, the more customers you have, the easier it is for you to acquire more customers through their references. It’s a powerful tool to attract prospective buyers and generate demand since the person referring you to them is a trusted, known quantity. Innovative methods are employed by B2B demand generation companies to generate awareness and interest for your company at a much faster pace resulting in you acquiring more customers, and in turn, more reference cases.
Right messaging to stimulate demand:
Demand-generation companies can stimulate demand by sending the right message to the right audience at the right time. You must target communicating the business value of your offerings through appropriate channels to make sure your message is reaching the target audience without delay. First, identify different good channels like webinars, advertising, ABM, PR, events, etc. for appropriate people to make your effort accurate and effective. This approach, called integrated marketing communication, aims at avoiding confusion and involves delivering a consistent message across different channels. This enables you to be in constant touch with the target audience and engage with them to create quality leads.
However, here’s a caution. Different decision makers and influencers might require different messages to catch their attention, thus B2B demand generation can sometimes be a tricky proposition. It’s necessary to develop a deep understanding of the target audience and find the right channels and the right message to make effective strategies with 3 B2B demand generation trends.
3 B2B Demand Generation Trends in B2B marketplace:
Here are some top current trends in demand generation. You need reliable marketing data to take important strategic campaign decisions and target individuals based on their demands to form all these tactics.
1. Programmatic Advertising:
The use of Programmatic Advertising enables you to dynamically serve ads depending on who is viewing the advertisement. Automation is used to make it real-time, thus helping You achieve heavy personalization resulting in high-performing ad campaigns.
2. Account-based marketing (ABM):
Three different approaches can be adopted for account-based marketing, which are
- Machine gun approach: Targeting your full target audience, mostly done through digital campaigns.
- Rifle approach: Reaching out to specific target industries through your campaigns, like steel equipment manufacturers, main distributors, retailers, and so on.
- 1-1 approach: Identifying specific target accounts and designing campaigns for them, is the most resource-intensive approach. Accounts with the largest possibility to turn into solid leads justifying the extra investment must be carefully identified.
3. Intent-based marketing:
You first identify prospects whose online behavior indicates purchase intentions and then direct marketing campaigns at them. You must analyze B2B intent data to understand their preference for the products or services, this will help you take correct campaign decisions and make demand generation more effective.
B2B demand generation is top of the sales funnel and is aimed at creating brand awareness and generating interest in your products or services, the lead generation team takes over from here to convert them into quality leads. Combining demand generation effectively with lead generation processes can ensure healthy growth for the organization.