activities

Demand Generation

The era of simple sales scripts in B2B is coming to an end. Clients recognize them within the first few seconds of a call or interaction and immediately say they are not interested or irrelevant. Sales representatives often don’t listen to clients and continue to follow standard algorithms, annoying clients with routine product questions. While some traditional techniques still work, attracting and engaging clients — especially potential ones — is becoming increasingly difficult in the face of overwhelming information noise.

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In B2B marketing, only 3% of the target audience is ready to buy. The remaining 97% either don’t know they have a need or are in the awareness and exploration stage. Demand generation is used to operate under these conditions. It is an activity aimed at increasing awareness, creating interest, and ultimately stimulating consumer demand for a product or service. It is a continuous process of informing clients who are not searching for a solution about your products and services without making explicit sales pitches.

Creating interest

Warming up the audience

Increasing awareness

Loyal Audience

Demand Generation

This activity is based on the understanding that most of your target market is not yet ready to buy and likely doesn’t even realize they have a problem. A long-term focus is essential. It is a tool for continuously attracting clients and includes:

Inbound activities, ongoing audience interaction through content (email campaigns and books), and interactive communication (chats, podcasts, and webinars).

Stages of Demand Generation

In order to determine the appropriate course of action, it is essential to identify the company’s ultimate objectives, which may include increasing sales, generating leads, enhancing brand awareness, preparing for personalized activities, or launching a new product or service.

We work backward from the goal to determine the necessary activities and steps to achieve it.

This is a key element of all activities. The most common mistake is insufficiently detailed segmentation of target audiences. The narrower the target audience, the easier it is to personalize interactions, which increases the likelihood of conversion.

Activities range from simple, general ones aimed at informing target audiences and audience segments about problems and existing solutions, to personalized ones that demonstrate products and services.

These activities include e-books, guides, and technical documents; online training and demonstrations; events; email and social media campaigns; targeted advertising; and remarketing campaigns.

Constant monitoring of the alignment of performance indicators with expected results is necessary, as well as adjustment of activities.

Do you need to convert your target audience into clients?

Here are some points to pay special attention to:

Alignment between marketing and sales

If there is friction between these departments in your company, limit yourself to shorter-term, simpler lead-generation campaigns for now. In addition to the sales department, involve business development specialists.

Customer insights

Customer insights make interactions more memorable, emotional, and personalized.

Good insights consist of unconventional ideas, real consumer life, contradictions, and the ability to evoke emotions. Analyze the data you already have about existing clients and how they interact with your product. Review competitors’ social media, analytics data, and broader societal trends to gain such insights.