Today, on Playblog, we talk about Demand Generation strategies.
In this article we will guide you to discover 6 ways to enrich your commercial pipeline. To do that, we use the support of an article read on internalresults.com.
All the efforts (business and economic) that companies make in terms of sales and marketing must yield real demand for your products or services, otherwise they are useless. If you’ve really tried them all, maybe now it’s time to give the demand generation a try, and try out new strategies. (Do you want to generate new leads? Let’s talk about Lead Generation!) But what exactly is Demand Generation?
It is a strategy, used extensively by marketers and sales teams of many companies, dedicated to creating demand for a product / service at every stage of the buyer’s journey. But let’s go deep into the topic and discover together 6 strategies that really work.
1.Use purchase intent data to find buyers on the market
The best way to find out who are the people interested in your product / service is to use data on the intentions of the buyer.
Today, thanks to the data that can be extrapolated, you know very well where buyers interested in your company come from: from a blogpost, a post on social media, a landing page, an ad. Purchase intent data gives an extra piece of information, signaling users ready to buy to your marketing and sales team. It is essential to know how to use this data today more than ever: if before buyers knew each other in person through trade fairs, today they are attracted by the moves that the company makes online.
2. Increase your authority with quality content
To fuel the success of your business and boost the creation of new leads, it is crucial that your brand has a clear vision of the content marketing and communication it intends to do.
It is these two aspects that will make you known to consumers, who will then decide whether to buy or not. The main contents to work on and that make the most of the consumer are: video whitepaper blog webinar case studies.
Depending on the stage of the purchase journey in which your leads are, the content they will want to consult will be different: if they are at the top of the funnel, create informative content to increase brand awareness; if they’re in the middle-of-the-funnel, inform them with whitepapers and eBooks. If they are at the end of the funnel, or presumably ready to buy, convince them with case studies, webinar targeted blog posts.
3. Content sharing
Content sharing is about promoting your content in multiple ways and the goal is to get the right people to find them: the customers who are looking for you. To do this, you should: promote content through paid ad; take advantage of distribution platforms to increase coverage.
4. Simplify your demand generation workflow with automation software
In short, the leads are starting to arrive in your sales funnel: now they must all be followed, and well “fed” to arrive at a final conversion. But if there are a lot of leads, you will need help. To do this and keep everything under control, there are special software, such as Sales Navigator, Crystal, Drift, etc. These tools will help you improve the flow of your Demand Generation. They can prove to be great allies, but make sure they really help you and are a real benefit to your business. If not, leave them alone.
5. Improve your return on ad spend by focusing on a specific target
There is no doubt that paid ads and targeted ads are foolproof when it comes to reaching new customers. Very often companies feel frustrated because, although they tried, they did not get the expected returns. This is very common and shouldn’t discourage you.
As for B2B, for example, Linkedin and Google are the best platforms for advertising. On LinkedIn you can customize your target audience (we are also talking about specific companies) and obtain considerable results.
On Google you can publish targeted ads with relevant keywords that refer to a whitepaper or webinar: your future leads just need to enter an email to access it and you have created a first contact.
6. Gain greater authority with Event Marketing
Although Covid-19 and the pandemic have practically blocked the world of events, these have not stopped completely, on the contrary they have become virtual. Events, both online and “live”, are always an excellent opportunity to meet new customers and build trust in your brand.
If you are a participant in an event, you will have the opportunity to network with other attendees. If, on the other hand, you have been invited as a speaker or as an expert, you can strengthen your authority in your market share. Search for relevant events in your industry and organize a presentation, workshop or panel discussion. Even some events limited to your region / geographical area will be fine: the important thing is that the events are specific to your sector.
If you feel like it, you could organize your own event, thanks also to the collaboration of your team: this is also a way to increase the authority of the company in the reference sector.
What do you think of this article? Do you want to deepen the issues related to Demand Generation? Visit our dedicated section and contact us to tell us yours!
