demand generation - drive awareness and create interest
What is Demand Generation?
Demand generation is a B2B marketing strategy that drives awareness and creates interest in your company’s product or service.
But you can find that definition anywhere on the internet. When we say demand generation, specifically, we mean the marketing tactics that create a market where one doesn’t exist, build a company’s market share, and amplify brand awareness.
1. Figure out your buyer persona; what makes them tick?
“Generic” is a bad word when it comes to demand generation; avoid at all costs. Instead, you have to determine your buyer persona, also known as the person you want to engage with and eventually sell to. What do they like to do, read, or explore? What’s their career path, and what pain points are they currently experiencing?
This will help inform the ways in which you create, disseminate, and repurpose content in your demand generation campaign.
2. Define the B2B buyer's journey.
To efficiently and accurately nurture your leads in a demand gen campaign, you must know when and how they’ll move down the sales funnel.
There are 4 main stages of the journey:
Awareness → Consideration → Validation → Evaluation
3. Develop tailored content.
Once you know who your customer is and what their journey will most likely look like, it’s time to create content. This includes ads, landing pages, e-books, webinars, social media posts, press releases… the list goes on. Not only must these assets be personalized, but they should also represent your company or product the way in which you want a client to see you.
4. Unify cross-channel messaging
If your messaging isn’t consistent across channels—in any B2B marketing campaign—there will be a disconnect. This is especially true when it comes to demand generation. You can’t expect a customer who might not even know they need your service to connect the dots themselves. Aligning your messaging builds trust, reliability, and general recognizability, which are all key to demand generation success.
5. Track leads as they move down the sales funnel
Finally, every demand generation strategy requires a way to keep track of engagement or traction amind a campaign. The ABM Agency uses account scoring, a compilation of data points (including intent data and on-site interaction), which informs the marketing and sales teams about a lead’s current position in the buyer’s journey, the effectiveness of content, and where to spend more (or less) of the budget.