B2B Demand Generation Tactics
If you are trying to build a business in today’s world, thinking carefully about how to generate more leads for your company is paramount. Building your business requires creating more demand for the products and services you provide. It is important to think carefully about how you employ your demand generation strategy because you will have to customize it to meet the needs of your customer base. If you operate in the B2B industry, for example, it is important for you to enact plans regarding how you are going to set your business up for a longer purchasing cycle. This is one reason why demand generation is so important.
Today, B2B lead generation and B2B demand generation tactics go hand in hand, so you must carefully consider how you are going to pair the two together. If you can generate more demand for your products and services, you will have an easier time convincing people to move down your sales funnel. Even in the B2B world, you will eventually earn a conversion at the bottom, so how are you going to target the right market for your products and services? This is why having an online presence is critical.
In the current environment, almost everyone uses the internet when they are looking for products and services they need―and you probably do too. It makes sense, then, that you need to have a strong presence on the internet as well. Developing a strong internet presence starts with a strong website and extends out to your email marketing tactics and your social media pages. When implemented well, all of these tools work together to generate more demand for the products and services you offer. You need to have a strong strategy in place, however, if you want to maximize the return on your digital marketing investment.
What Is B2B Demand Generation?
At this point you might be wondering, “What is B2B demand generation?” Or setting the “B2B” qualifier aside for a moment, what is demand generation at all? When we take a closer look at the demand generation definition, we are talking about the process of generating more interest in your products and services. Even though this sounds like you are generating leads, the two are actually different. When comparing demand generation vs lead generation, the main difference is that demand generation focuses more on generating increased web traffic, which of course is a key driver for getting more people to take a look at the products and services you provide.
In contrast, lead generation is a process that takes place further down the sales funnel. Lead generation focuses more on taking the time to develop a strong connection with a potential customer. Your demand generation process begins when someone who is visiting your website wants to take the first step toward purchasing your product. They might request a demo. They could send you an email. They might even make a phone call. Of course, you would like to develop a strong connection with everyone who visits your website; however, this is simply not realistic. Instead, you need to prioritize your time accordingly when you are trying to figure out who your true potential customers are. That is the main difference between demand generation and lead generation.
Demand Generation Funnel
It is important to take a look at lead generation ideas for B2B. You can start with a demand generation funnel. There are plenty of demand generation examples out there; however, the basic idea is to funnel customers into your sales pipeline. As they move down the funnel you have created, they are eventually going to become leads. This is where your marketing strategy is going to change; now your focus will be on generating the conversion. The principle here is that as you increase the amount of traffic moving down your pipeline, more people are going to line up to learn about your product. They might even reach out to your sales team directly.
As we have seen, your lead generation tactics and your demand generation tactics have to work together hand in hand. In order for you to maximize the return on your digital marketing investment, you need to make sure you streamline the process. One way of making that easier is to take advantage of software programs specifically designed to help in this area. The right software can make a significant difference in the amount of time you spend working on individual potential customers as they move down your pipeline. Even with the right software, though, it is still important for you to evaluate your digital marketing tactics from time to time to see what opportunities for improvement exist.
Demand Generation Best Practices
If you want to get the most out of your B2B lead generation services, you need to focus on demand generation best practices. There are plenty of demand generation activities examples; however, you need to make sure that you are getting the most value out of the time you spend on demand generation. This is where experts can help, including those offered by Demandwell.
Our experts and consultants are here to help clients through the demand generation process. We want to help you stay on top of the latest developments in the field so that you can place your business in the best position possible to be successful. We can help you follow all the best practices so that you can get the most out of all of your tools, includings the proprietary software program that Demandwell provides.
You might desire to have an expert who is there with you every step of the process, but that would be expensive. We want you to get the most out of every dollar you spend. To do that, you first need to take advantage of software programs, such as the one from Demandwell, that can automate many of the tasks you may still be doing by hand. Once you have a good software program up and running, you will only need to reach out to the experts when you actually need them.
Demand Generation Strategy
It is important for you to think carefully about your demand generation strategy B2B. There are plenty of demand generation tactics out there, and you need to make sure you are putting the right tactics to work for you. Of course, you are probably trying to put together the best strategy possible, but remember that the best strategy for one company may not necessarily be the best strategy for your company.
So how can you find the best strategy to help you meet your needs? First and foremost, you need to scrutinize your target market. Next, you need to think carefully about the products and services you provide. Your goal is to show your B2B audience that your products and services are the answers to their pain points. By showcasing the features that your products and services provide, you are going to have an easier time converting your prospects into paying customers. This can make a significant difference in your digital marketing strategy.
Demand Generation Process
As you go through the demand generation process, be sure to contemplate how your B2B lead generation tools can help you optimize your B2B demand generation strategy. By using these tools to help you handle a variety of demand generation roles and responsibilities, you will be able to maximize the return on your investment.
At Demandwell, we have introduced a variety of content tools on our platform to help you make your demand generation process more efficient. By speeding up the process of search engine optimization, we can help you create quality content as quickly as possible. We can use our software program to automate many of the SEO tasks that you may be doing manually. This will reduce the time spent optimizing your content. We can also make things easier for your marketing team by creating a more efficient content creation process. The end result is that you will be happier with your demand generation results.
Your time is your most valuable resource. You have to make sure that you are spending it appropriately. Partnering with us can make a significant difference in your ability to attract the right traffic to your website.
Demand Generation Strategy Template
You may also be wondering how you can get the most out of your demand generation framework. The way to maximize your framework is to use a demand generation strategy template. We have a Brief Builder feature that you can use to outline the content for SEO purposes. This makes it easier for the individual marketing professionals on your team to assign the right keywords to your outlines, which in turn gives your writers the ability to construct your content accordingly. This is one of the ways you can optimize your process to create content more efficiently.
There’s also a button you can use to easily export instructions to your writers, allowing them to understand exactly what they need to do to construct your content accordingly. You can even use a variety of tools to keep track of the individual results of your writing assignments to figure out what is working, what is not, and what you need to do to improve the quality of your digital marketing campaign. All of this can go a long way toward placing your digital marketing strategy on solid ground in the future―and ensuring you stay one step ahead of your competition.
B2B Demand Generation Tactics continued…
What is B2B demand generation? To put it simply, B2B demand generation is a marketing strategy that could allow businesses to enhance their brand image while also bolstering the volume of traffic a website may receive, which could in turn lead to more high-quality customers. It could attract more customers by increasing interest in a company’s services. Moreover, B2B demand generation targets other businesses rather than individual consumers, which would be B2C.
The most important player in this process is the demand generation manager. The role of the demand generation manager is to oversee the tactics and strategies used to cultivate B2B demand generation. Some of their duties may include managing campaigns and promotions, familiarizing themselves with the company’s brand, developing and maintaining customer relationships, and working with departments throughout the organization to come up with improved sales strategies.
Because all businesses have a unique set of needs and goals, it’s important that demand generation managers create a solid strategy before getting started with B2B demand generation tactics. A good B2B demand generation strategy is one that encompasses the spectrum of a company’s marketing objectives. Choosing the right strategy can save you time and money in the long run, as you’ll end up investing fewer resources in tactics that may not yield favorable results.
Basically, when dealing with demand generation, businesses could develop strategies that are best suited and able to get the business to where they aspire it to be in terms of brand reputation and leads. This will likely look a little different depending on your industry and current placement in the market; however, demand gen managers could closely examine the unique needs of their organization. One size does not fit all when it comes to B2B demand generation tactics, so bear this in something to keep in mind as one works to create a strategy for your organization.
While each business takes a slightly different approach to their B2B demand generation tactics, some of the most commonly used strategies include lead scoring, pay-per-click (PPC) advertising, and social media campaigns. Each of these is used with the same end goal in mind: to generate new leads and ultimately set your brand up for greater success.
Demand Generation Marketing
What is demand generation marketing? Demand generation marketing is simply the act of creating market strategies to promote awareness of a company’s brand and to create interest in the offered service. SEO is a critical aspect of demand generation marketing. It can help drive organic traffic to your website, allowing for the generation of more organic web traffic. SEO’s influence on B2B demand generation is worth considering carefully. That is because it has the potential to affect not only the volume of traffic your website receives but also the quality of that traffic.
Demand generation activities related to SEO usually involve the use of keywords. As such, marketers would ideally focus on choosing the right keywords for their strategy, taking into account factors such as search volume. In addition, marketers might choose to work on optimizing their website and web pages for SEO. Doing so could give a demand generation marketing strategy a major boost.
These are just a few demand generation activities examples that your business might consider implementing. It is important to remember that the approach would ideally be tailored to fit the company’s unique SEO strategy and needs. Demandwell could help ensure that your business is able to optimize SEO for demand generation marketing. In turn, Demandwell could help businesses see an increase in organic leads and traffic to your website.
Demand Generation Vs Lead Generation
Though they sound similar, there is a difference between demand generation vs lead generation. At Demandwell, we consider lead generation to be more customer-focused, revolving around creating and strengthening relationships with potential clients, while demand generation has more to do with generating increased web traffic.
When asking the question what is demand generation vs lead generation, one important idea to keep in mind is that demand is something that takes place at the top of the sales funnel, and leads are potential customers who are further down that funnel. Demand generation examples include:
- Social Media Q&As
- Interesting and Informative Infographics
- Email Marketing
Lead generation, by contrast, might involve measures like these:
- Referral Marketing
- Retargeting Site Visitors
Understanding demand generation vs lead generation can be confusing, but it could also be critical to creating and making the most out of your company’s marketing strategies. Both methods can be useful in growing your business, but there are many different factors that can affect when, why, and how you should use them. To put it simply, they are used to target different audiences at different points in the sales process. In any case, Demandwell could help businesses better leverage and streamline their SEO strategies to potentially reap tangible results.
Demand Generation Strategy
Planning your demand generation strategy can be difficult, but Demandwell is here to assist you. Through a use of various SEO strategies, our consultants can help you get started with a demand creation strategy that works best for your organization and its unique goals and objectives.
Demandwell can help you create a content plan that will attract your desired type of users. We also work to increase conversion rates at a single point in the sales funnel. Perhaps most importantly, Demandwell could drive high-intent visitors to your site, and optimizing the conversion rate of that traffic leads to better sales prospects and more deals won.
Demandwell often advises that in order to maximize the value of your demand generation tactics, you could first establish a demand generation template. One demand creation example—and something Demandwell offers to our clients—is the Brief Builder tool, which allows you to create a strong demand generation strategy that can help you identify the right clients.
Demandwell could help businesses to develop an effective demand generation plan for your business needs and objectives. Our consultants could assist you in achieving results that could lead to higher quality leads and more notable performance in terms of traffic.
Demand Generation Funnel
A demand generation funnel could help businesses track and measure their strategy’s effectiveness in converting leads into customers. It looks at various stages of the sales process, including lead generation. As mentioned previously, demand generation and lead generation are separate actions, but they are connected and could play a significant role in moving your sales process along the pipeline.
Demand generation feeds into lead generation, thus enabling you to streamline the process of acquiring an interest in your products and services and converting prospects into paying customers. For instance, with lead generation you are targeting a specific individual or business that is highly likely to purchase your product, and these targets are sourced from a pool that exists higher up the funnel (demand gen). In essence, demand generation acts as a sort of filter that feeds quality prospects further down the funnel.
By looking at the sales process through the lens of a funnel, you can gain a better understanding of how and where your best prospects are interacting with different elements of the demand funnel stages. Though they each serve slightly different functions, you may want to view these processes as connected, as this could ultimately help your organization get the most out of its digital marketing strategy.
Demand Generation Framework
Demandwell utilizes a demand generation framework called PACE. PACE stands for Plan, Attract, Convert, and Evaluate. At Demandwell, we have found that a successful demand generation plan template incorporates each of these components, as they work far better together than apart. Below is a deeper look into the four key elements of PACE:
Plan: Before you get started on your marketing journey, you should outline your desired goals and outcomes. What is it that you want to accomplish, and what steps do you plan on taking to get there? How will you go about attracting and converting attention from organic search?
Attract: Once your plan is in place, you can get to work on executing your strategy in order to drive organic search, optimizing your website’s infrastructure, content, and endorsements.
Convert: Now that you’ve caught your audience’s attention, it’s time to lead them towards conversion—however that might happen to look on your site.
Evaluate: After all is said and done, you should look back on your process and evaluate your effectiveness at attracting and converting attention. To do this, you might consider using a real-time insights dashboard that displays your progress in this area.
You can repeat the PACE process as many times as necessary to achieve your desired result, learning from each step along the way and revising where appropriate. This demand generation strategy template by Demandwell could help your business create a more cohesive demand gen plan across the board.
Demand Generation Best Practices
At the end of the day, demand generation best practices revolve around SEO. This is why it’s essential for your business to find the right partnering platform to help you manage and improve your SEO strategy.
Demandwell has created a series of strategies and frameworks, including PACE, to help companies achieve SEO success. In one demand generation case study, Sigstr implemented the PACE framework into their marketing strategy, and soon after saw a 4x increase in monthly organic search keywords, a 12x increase in monthly organic search impressions, and a 3x increase in monthly organic visitors, ultimately resulting in a quadruple increase in monthly organic sourced leads.
The message from this study and others is clear: clients have increased content production and improved SEO performance using the Demandwell platform.
Choosing the right demand generation content will make or break your marketing strategy, so it’s important to look at best practices and make an educated decision about how your organization should proceed with the process from all angles.
Demandwell is here to help you customize a strategy that suits your business needs. Reach out to us today to learn more about our SEO services and demand generation technology.