With a seismic transformation in today’s digital age, buyer behavior has witnessed unprecedented changes. And whether one agrees with it or not, the influence runs deep. The way people gather information, make purchasing decisions, or interact with brands – everything has been revolutionized. In such a scenario, leveraging demand-generation strategies can make all the difference! This post outlines some potent B2B demand generation strategies for building your brand and creating interest in your products/services.
So, are you ready to explore the strategic avenues of B2B demand generation and conquer the modern marketplace? Let’s dive in!
B2B demand generation is a meticulously mapped-out plan of action that aims at generating demand for your business. It occupies the top position of the sales funnel and works with two fundamental objectives. The first is to improve your brand’s image, and the second is to generate interest in your offerings among people. In India, these objectives are given paramount importance by reputed B2B demand generation companies like The Global Associates.
In the wake of dynamic buyer behavior and fluctuating business trends, The Global Associates carves out effective B2B demand generation strategies to create promising leads in 2023.
B2B demand generation: Educating the customer
The first step that the B2B demand generation companies in India take is to build knowledge among customers about your offerings. This is made possible by constantly engaging with the right people, understanding their challenges, and guiding them to the solution that your product or service offers. Every conversation you have with the buyer thus assumes great significance, as it is an opportunity to educate them about the benefits they could get from your offerings.
Core components of demand generation strategies:
Experienced B2B demand generation service providers formulate their strategies around two core components – demand creation, and demand capture.
- Demand creation is a process of generating awareness about the existing problem and the availability of a solution. Its fundamental objective is to identify and target the right set of audiences who are actively looking to resolve their problems.
- Demand capture on the other hand is the process of converting these audiences (prospects) into leads. This is made possible by identifying their preferred channels and capturing them right there. It very often requires gauging their motivation by constantly engaging with them to make the right decision. Demand generation companies can analyze Google search data or visitors to their websites aligning the process with inbound marketing strategies.
The basic difference between demand creation and demand capture:
Demand creation focuses on generating a sense of need for a particular product/ service. On the other hand, demand capture strives to push potential customers through the sales funnel to generate revenue.
Demand creation aims at building awareness and nurturing consumers. Demand capture is used towards the end of the sales funnel to grab the attention of customers with a high level of purchasing intent. In short, the demand creation process is used to engage buyers who are already aware of the product/ service being offered.
Top 3 B2B Demand Generation Strategies:
1. Using social media organically
In today’s digital scape, Social media has become an all-encompassing force. It is considered a significant avenue for creating demand for new products/ services in the market. And, therefore it is astutely important to align your posts with the content your target audience wants to see.
Demand generation services must formulate strategies that encourage in-feed consumption and easily comprehensible content, seamlessly integrated within the platform. Given the prevailing netiquette, which often rejects viewing anything that takes them off-platform, it’s important to respect their behavior and tailor the approach accordingly.
An organic social media strategy allows you to reach the buyers before they identify their problem or select a brand. Creating awareness, in the beginning, gives you a better chance to capture the customer’s interest.
2. Running paid social media campaigns
Indubiously, organic social media is a potent marketing tool, but there are times you want to reach out to a specific audience. Well, in that case, paid social media could be used strategically. It allows you to approach the right people with the desired message without them following you.
Retargeting also becomes more effective with paid social media. Identify a user who has completed an action related to a campaign, visited your website searched for something specific, or showed a particular behavior. You can thus serve ads to them, and foster connections. Retargeting is a good way to remind them about your brand/ products/ services through an appropriate ad.
3. Distributing content using podcasting
You must not limit yourself to content distribution mediums. Remember that buyers will have a plethora of options to choose from and you must realize and identify their preferred ones. Align your demand generation strategies to meet their needs and mediums so that you can effectively engage and nudge their interest.
Podcasting has made deep inroads in demand generation recently. It cannot directly help generate leads but focuses on creating content that customers want to know. And therefore it becomes a significant demand-generation tool.
Podcasting gives a convenient alternative to customers who do not use screen time for listening to the content. They may find a suitable time and browse through the content shared by you and make purchasing decisions with ease.
About The Global Associates (TGA):
The Global Associates offers expert and affordable B2B lead generation and B2B demand generation solutions. You can be assured of increased productivity for your sales team, and sustainable revenue generation working with us. Our teams of experienced sales and marketing professionals use a strategic 360º approach that relies on Account Based Marketing (ABM). Global Associates arms you with the right strategy, technology, and operations to engage well with your target audience! We offer specialized services like automated Drip Emails, scalable and technologically advanced platforms for marketing automation, direct email marketing, hyper-personalized emails to maximize impact, LinkedIn outreach, and conversational marketing.
The Global Associates chooses the best B2B lead generation and B2B demand generation strategy depending on your industry and your offerings. You can improve your brand awareness and increase prospects’ interest, turning them into qualified leads. You may choose an individual method or a combination of the methods and build your sales funnel accordingly as per your needs and strategy.