Demand generation is essential for a healthy business-to-business (B2B) sales and marketing strategy. It can increase revenue by farming solid leads and helps potential customers reliably enter the purchase cycle. Let’s look at the essential steps to building a successful B2B demand generation campaign.
Step #1: Build Awareness
To generate demand, you’ve got to build awareness. Build awareness by presenting information, images, audio, and video in unique ways that break through the noise and allow potential customers to associate your brand with their needs. Every B2B company must present its products, services, and expertise in a digestible manner. The following videos use various media to show off the products and services being offered by the businesses they are promoting.
Step #2: Demonstrate Authority
The goal of an effective B2B marketing campaign is to turn prospects into customers. To do so, you need your potential buyers to see you as a subject matter expert in your industry, an authority able to solve their problems and help them meet their goals. That’s why it’s so critical to establish your authority in the eyes of your audience.
How do you build trust and authority? You can start by telling your company’s story, showing how you’ve helped other businesses, creating videos that show customers how your solution can help them, sharing case studies and testimonials from your customers, and testimonials from experts.
Step #3: Develop a Content Strategy
Developing a content strategy is essential in any B2B digital marketing campaign. The strategy needs to be cohesive, cost-effective, and relevant to your audience. Content comes in many forms: images, blogs, case studies, videos, white papers, ebooks, webinars, webcasts, infographics, case studies, presentations, and more.
Step #4: Nurture High-Quality Leads
After your company has created a presence on the web, you need to capture top-notch leads. How do you do that? You make an online lead nurturing campaign. A lead nurturing campaign allows you to keep your potential customers engaged as they decide. You can do that by creating drip emails, setting up autoresponders, and more.
Step #5: Incorporate Account-Based Marketing
Account-based marketing (ABM) is a B2B lead generation tactic that focuses on building relationships with specific accounts rather than in the mass market. How does it work? Your business manages a list of target accounts and then uses a range of marketing tactics to build relationships with them. You can tailor your marketing efforts to specific accounts based on data gathered through analysis and research. ABM allows you to develop a more targeted and effective B2B marketing campaign.
Step #6: Invest in Partner Marketing
Partner marketing is a way for companies to leverage the resources of trusted and similar organizations to promote each other’s products, services, and expertise. The company looking to promote its products and services to another’s audience will employ a sales representative or representative agency to identify new business opportunities, find partners, build and maintain mutually beneficial relationships and engage in selling activities.
Step #7: Launch Your Demand Generation Strategy
Now that you have a strategy in place and have a team of trusted leaders, it is time to launch your B2B demand generation campaign. The campaign could be a multi-channel or single-channel campaign. You could use retargeting, search engine marketing, pay-per-click display advertising, email marketing, telemarketing, direct mail, and more. The choice is yours.
Now you know the seven steps to developing an effective B2B demand generation strategy. Take it one step at a time, and before you know it, you’ll be one of the most effective B2B marketers around.
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