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Demand generation for B2B products in 2023: 3 ways to generate interest

Demand generation is a top-of-the-sales funnel activity aimed at helping you build brand awareness, increase traffic and generate interest in your products or services. The post discusses some tried and tested examples of demand generation for B2B products used to create a well-defined sales pipeline.

B2B demand generation is the top of the sales funnel process employed by reputed vendors like The Global Associates for building brand awareness, increasing traffic to the client’s websites, and creating interest in their products or services in the year 2023 and beyond. The objective of this exercise is to create a predictable pipeline using effective B2B demand generation methods for the sales team to take over and convert them into sustainable customers for increased revenue generation.

Converting curiosity into interest through B2B demand generation

Experienced salespeople would tell you that different methods have their limitations, which include search engine optimization SEO, and will take you only up to a certain point, and no further. It’s necessary to convert curiosity into customers for faster business growth. Demand generation companies employ potent tools for creating a healthy pipeline of quality leads for generating awareness and demand for your products or services.


The primary objectives of demand generation companies include creating demand and awareness for your products/ services, expanding the audience base, generating urgency, and demonstrating their benefits to create interested prospects to make their purchasing decisions in your favor. You start the process by attracting the target audience to approach you to be a part of the solution-finding process. You subsequently employ demand generation methods to encourage the audience to show interest through taking actions like downloading your published content, attending the webinars and other events organized by your company, and finally purchasing and using your products or services.

Another objective of B2B demand generation marketing is to nurture and engage prospects and improve awareness about your brand. This is to help the prospect move through the initial stages of this journey to convert them into qualified leads. Your lead generation team then employs a well-planned sales pitch to turn them into new customers.

Main differences between demand generation and lead generation:

Unlike what many people think, demand gen and lead gen aren’t two names for the same process. To make it clear, demand generation is about attracting more visitors to your website to increase your audience base. The prospects get a clear idea about your products or services through this process. On the other hand, lead generation aims at converting your audience into qualified leads. Demand generation thus builds awareness and develops an interest in your offerings. This helps increase customers’ level of motivation and allows the lead generation team to convert them into leads.

Some great examples of demand generation for B2B products:

Demand generation for B2B products

Demand-generation companies must make a concerted effort since generating demand is not an automatic process. Moreover, the demand generation process differs for every unique business and every unique organization depending on what they offer. One must identify a common basis, and adopt the approach that suits the organization the most. Following is a brief discussion on some of the tried and tested demand generation examples that work.

  • Offering free incentives to the prospects

Free incentives always appeal to people just anywhere in the world.  You can attract more visitors to your website by offering incentives in the form of something valuable to be downloaded for free. This is a good way to build trust with the prospects and in clear terms demonstrate what you have to offer in real time. Getting a good insight into the quality of your product/ service and your credibility in the industry helps them make an informed purchasing decision.

  • Extensive use of social media marketing

Unlike the earlier days of social media, it has now become a great marketing tool. More than eighty percent of the companies at present are using the platform extensively. This helps them engage well with the customers and improve business growth. It is now essential for all businesses across the board for it offers an opportunity to approach prospective and existing customers in real time. The platform also allows your executives to instantly clear their doubts and apprehensions and brighten your prospects. Moreover, it helps you reach out to your target audience in a friendly manner and catch their attention to establish a sustained business relationship.

  • Time-tested tool: Email marketing

Despite all the buzz about online marketing methods, email marketing remains a potent marketing tool even today. You just need to make it more effective by using innovative ways to make it look more authentic. The customer wants value addition today, so ensure that you don’t pester them with irrelevant stuff. Share with them only what they want to see, it’s necessary to send the right message to the right audience at appropriate intervals. Your emails should be customized to provide only the required information to the recipients. It’s of course necessary to tell them about the advantages of your products/ services, but your focus should be on increasing their interest in the specific items.

About The Global Associates (TGA):

The Global Associates offers expert, affordable B2B lead generation and B2B demand generation solutions. You can ensure an increased productivity of your sales team and sustainable revenue generation working with us. Our team of experienced sales and marketing professionals uses 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.

Choose from a galaxy of powerful examples of demand generation for B2B products depending on your industry and the products or services you offer. This will help you improve awareness about your brand and increase the interest of a prospect to turn them into qualified leads. Go for an individual method or a combination of the methods and build your sales funnel accordingly. Remember that different examples are likely to work better for different stages of the funnel.

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