The B2B buyer journey is changing, and businesses shifting to demand generation are driving growth. B2B demand generation is a marketing technique that leverages inbound methodology to drive interest and awareness in a business product and services. It generates leads, sells the brand solution and promotes trust in the brand presenting it as a thought leader and fostering brand loyalty.
A successful demand generation strategy helps drive long-term engagement and considers every touchpoint in the buyer’s journey. It effectively boosts revenue while accelerating the B2B sales process. This guide provides businesses with the strategies and best practices for B2B demand generation and what to do.
B2B Demand Generation Strategies
Businesses use these tactics to generate interest, attract potential customers, and drive demand for their products and services in the B2B space. The common strategies used in this business space include;
Search Engine Optimisation
Working with a B2B demand generation agency can help businesses optimise their websites and content for search engines to improve their organic visibility. It helps attract organic traffic and increase search rankings. as they research and use relevant keywords, optimise meta tags, improve site speed and build quality backlinks.
Enhancing Email Marketing Efforts
Marketers can build a targeted email list and personalised email campaigns to help nurture leads and convert them into customers. Companies can offer valuable resources and incentives in exchange for email addresses. They can then use the email marketing software to send personalised and segmented emails to nurture leads, promote content and highlight offers.
Leverage Social Media
Several marketers who specialise in B2B strategies have generated leads for their social media feeds. Businesses with a social media strategy can work with a B2B demand generation agency to refine it to improve their demand generation tactics. The agency will review the business’ popular posts and see the ones that generate interest and engagement. If anyone is engaging, they can reply with personalised content that helps create demand for the business products and services.
B2B Demand Generation Best Practices
Demand generation helps create awareness and attract new audiences to the business. From there, lead generation and telemarketing services turn those people into qualified leads, moving them to the sales funnel. Regarding B2B demand generation, there is a difference between having a functional demand generation process and a cost-effective one. That is where B2B demand generation best practices come in:
- Staying active on social media – it’s helpful for B2B marketers because of its long sales cycle. The B2B campaigns require several points to contact the business prospects over a long period. It allows businesses to be present in the search experience until they are ready to commit.
- Lead Nurturing – it’s about supporting the business prospects as they work through the decision-making process. The prospects must receive the appropriate content types during each phase.
- Lead Scoring – developing a lead scoring model helps marketers prioritise their day and focus their efforts on the leads that are likely to convert. Therefore, setting up a successful lead-scoring model is crucial to ensure marketing and sales are all in the conversation.
- Segmentation – if a business’ prospects are at the top of the funnel, the marketing materials should be about awareness. As they move along, the information becomes in-depth, which results in a sales pitch.
- Metrics – marketers should ensure to evaluate the right metrics. These help the business make better decisions like lead source, volume and conversion rates.
The B2B marketplace is evolving, and businesses must implement these best practices and strategies to begin generating demand and stay ahead of the competition. Working with a B2B demand generation agency can help set up the demand generation ecosystem and measure results. It enables businesses to evaluate whether they are growing and their leads are turning into conversions.
