Steps to Fuel B2B Demand Generation Strategy

By Binary Demand - Last Updated on September 22, 2022

It’s one thing to launch a product that is in demand and another to get your target audience excited about your product in the market. Whether the goal is to acquire new customers or drive consistent sales, B2B marketers have forever been under pressure to engage customers and create demand and loyalty. With customer habits changing in sync with tech advancements, B2B demand generation is fast becoming one of the most dominant trends helping businesses strengthen their marketing messages, making them more authoritative in generating high-quality leads and converting them into ROI.

But unfortunately, most organizations lack a strategy to make the most of the demand generation process – in an era of buzzwords where capabilities and marketing tricks go hand-in-hand, campaigns are launched blindly.

B2B demand generation campaigns must include dynamic features to help marketers engage prospects, create demand, and generate a consistent pipeline of leads. Here, we have built a step-by-step guide that can help you build or rebuild your demand generation strategy to extract maximum high-quality leads.

How to build a demand generation strategy

Don’t just launch campaigns haphazardly. Build a demand generation strategy that can help you create demand for your products. And to do just this start with laying the foundations for an effective demand generation strategy. Consider including the below-mentioned factors while developing a demand generation marketing strategy for your business.

Step 1: Raise awareness

In today’s time, when the sales and marketing industry is witnessing immense competition, building brand awareness is crucial to maintaining a steady flow of quality leads. The path to building brand awareness is not straightforward and is rife with obstacles. It’s not just about attracting a buyer’s attention; a lasting brand awareness strategy leaves potential buyers with a clear positive picture of a firm and makes them more likely to trust it when it offers solutions to the difficulties or wants of its customers.

So how do organizations gain buyers’ trust? The answer is customer reviews. In particular, businesses must prioritize authentic reviews, offering a quick, peer-provided product summary, and helping buyers narrow their focus.

You must now be wondering how demand generation can create awareness. It does so with the help of rich and informational content that can enhance your company’s reputation by educating the buyers about your solutions and expertise. Provide value to your audience and carve a position in the market for yourself.

Step 2: Create a content strategy

Another key element for an effective demand generation strategy is to build industry expertise. This means that your company must appear as an authority in the field right from the first interaction with a potential client. This helps win customer trust and sets the stage for critical conversations regarding customer pain points and the solutions offered by your business. The best way to build expertise is to have a content marketing strategy that gives timely, relevant insights at each phase of the purchasing journey.

The content must be relevant, interesting, and qualitative. It should solve any questions/concerns the customer may have as they move along the buyer journey, thus building confidence, brand trust and credibility. Customers will remember your brand as a market guide and look to you for future demands.

Such customers will keep in mind your brand within the marketplace and look upon you as an expert in the subject matter. Use your marketing resources to create curated or customized content to address the needs of a high-value lead. This could mean leads that convert most reliably or are willing to invest the most money into your company. Use segment-specific information to generate content and Call-To-Action (CTAs) that assist consumers through their purchases and anticipate their queries and concerns common to your group of high-value leads.

Include messaging that solves difficulties from the first time a lead sees your product or service through their last purchase questions. When in doubt, focus on the primary reasons why buyers investigated your product or service initially. To maximize effectiveness, look for a content syndication provider.

Step 3: Nurture good leads

After establishing contact with a potential customer, it’s common for marketing teams to hand the prospect’s details to the sales team. But one of the best practices for demand generation is to have a full-scale lead nurturing strategy in place – right from the first point of contact with the prospect, through the decision-making and purchase process. This kind of a B2B lead generation process calls for the sales and marketing teams to work in tandem throughout the purchase journey. Both must be on the same page regarding any question or concern a buyer may have. If resources permit, marketing teams must continue engagement with high-value leads through purchase by delivering useful content to answer typical inquiries.

The marketing team must also focus on the kind of content and channels prospective clients prefer. It’s also essential to leverage appropriate channels to share that information. The end goal of this kind of focused nurture marketing campaign is to reach clients with the right content or assets at the right time.

Once this is done, closely monitor the feedback shared by prospects to see the effectiveness of the outreach strategies. Additionally, review lead nurture track performance data and keep a tap on the stages that see increased engagement or unsubscribe rates. Based on the data received, adjust your lead nurture tracks and messaging.

Businesses are now leveraging Artificial Intelligence and Natural Language Processing (NLP) and depth profiling to access all demographic, technographic, and firmographic data while simultaneously segmenting database leads. This helps them build campaigns that are specific to the target audience. An intelligent database management system can give a good foundational start to your campaigns.

Step 4: Include Account-Based Marketing

As your demand generation strategies yield reliable leads, you may also want to fast-track high-value prospects. This is where an Account-based Marketing strategy can help set teams for success. Essentially an ABM strategy depends on a deep, reliable understanding of the accounts and audiences that are being targeted. ABM calls for the sales and marketing teams to select accounts strategically to target and nurture leads with tailored interaction and support.

Marketing teams must create target company personas based on high-value clients that are most likely to convert and expand. They must assess the objectives and values these target clients share and what major steps in their buying journey precede purchase.

Step 5. Use partner marketing

A rapid shift from face-to-face conversations to virtual business interactions has meant an increased focus on digital marketing. Even as businesses are now returning to safe, face-to-face interactions with customers and employees, digital interactions are here to stay. Organizations can share their message online, but Pay-per-click (PPC) programs can be challenging to manage alone. Your business can reach a selected, prescreened audience by partnering with a third-party source.

Many organizations start with some of the broadest search or social media platforms, but they face a tough time narrowing their messaging. The easiest way to get your messaging in front of the right target audience is to find a partner who has already carved out the online audience you need. Potential buyers are waiting for almost any product or service. Third-party partners can promote your items or services to the relevant buyers.

To conclude

Traditional demand generation strategies are no longer effective. Modern-day demand generation practices are evolving, and marketers are adapting to newer channels to keep pace with digital acceleration.

Getting the right strategy is tough, but the benefits are many once you get a hold of it. Most importantly, choose the right partner who can help minimize constraints and accelerate revenue growth.

Get in touch with Binary Demand to learn about our end-to-end demand generation services, or speak with our experts by clicking here.