What is Demand Generation?
Demand generation is the process of driving awareness and interest in a company’s products and services. It includes all marketing activities that drive awareness and interest in a company’s products and services.
Demand Generation is not just about demand, but also about generating awareness of your company and its products or services, then converting that interest into sales-ready leads (and ultimately closed deals).
Why is demand generation essential for B2B business?
Demand generation is a way to attract new customers and maintain relationships with existing ones. It’s vital for the success of your business, so it should be a part of your marketing strategy.
Demand generation helps you achieve these goals:
- Attract new customers by increasing brand awareness through promotions, advertising, and events
- Build a qualified sales pipeline by identifying prospects that are more likely to purchase from you in the future
- Maintain customer relationships through targeted communication, including email marketing campaigns or personalized experiences on your website
4 solid demand generation strategies that will help you grow your B2B business
Demand generation strategies have become one of the most important tactics for modern B2B organizations. Most times, it’s as important to your company’s growth as your sales and marketing team; without a strong demand generation strategy, you may never meet all of your sales goals.
Let’s look at some of the best tactics to generate demand for a B2B business:
1. Stop thinking of your website as a product sales page.
It’s time to stop thinking of your website as an online product sales page. You should provide educational and entertaining content that helps people understand what you do, how you can help them, and why they should choose you over the competition.
2. Drive more conversions with compelling content.
Making your content more interesting is a powerful way to drive more conversions. Why? Because the more compelling your content, the more likely it is for someone to click on it and share it with others.
The more interesting your content, the higher the likelihood of social shares and links from other sites, which can then drive traffic back to your site and increase conversion rates.
3. Your email list is a gold mine if you treat it right
Email marketing isn’t just about sending out mass emails and hoping for the best. You need to give your subscribers something of value first, so they’ll open and read your emails when they come in. Here are a few ideas:
- Invite them to an exclusive webinar or seminar on an upcoming topic that interests them. This could be an opportunity for you to offer something like tips on how to use new software or hardware, or advice on how to get ahead of the competition in their industry segment (if there’s one).
- Offer discounts or freebies throughout the year at different times during sales seasons (Black Friday, Cyber Monday). These are great tools for driving traffic back up through your site after seasonal promotions have ended—and they’re also very effective at building brand loyalty among customers who’ve already bought from you once before!
4. Don’t limit yourself to email.
We’ve covered a lot of ground, but there are many more ways to contact your prospects. Here are the ones we haven’t mentioned yet:
- Social media. You can use social media to share content that applies to your audience and engage them in conversation, as well as ask for feedback on your products or services. Your blog is a good place to start—it’s also a great way for prospects to get up-to-date information about what you do.
- Phone calls/text messages/push notifications (for example, from Intercom). Don’t underestimate the power of these traditional methods; they may not be as immediate or personalized as email marketing or automated messages sent via an app like HubSpot, but they’re still effective at getting people’s attention!