3 B2B Demand Generation Strategies To Try for Great Results

In business-to-business (B2B) demand generation, key strategies revolve around personalizing and maximizing how potential clients get your messages. What that means is tailoring your plan to raise the chances of people finding your brand online and offline. That is fundamental to this strategy.

To learn about using demand generation strategies that get great results, explore the topics below:

• B2B demand generation strategies.
• Difference between demand generation and lead generation.
• Three demand generation strategies for great results.

There is a lot to discuss, so get ready to take notes.

Let’s go!

What Is a B2B Demand Generation Strategy?

A demand generation strategy is designed to bring attention to or raise awareness of your brand among as wide an audience as possible. B2B demand generation gears this strategy towards business clients but retains the same core structure and principles. The goal is to draw people’s attention.

For instance, local strategies include attending local events and boosting social media presence to reach more potential customers. Separating them into accounts also helps keep a B2B strategy on track and ensures that you handle campaigns well.

Above anything else, the value of demand generation is its focus on creating appeal. It might not seem like a good idea on paper, but the takeaway is that people who are genuinely interested in your brand convert. In other words, you focus on finding clients who want what your brand has to offer.

This strategy addresses potential issues with return on investment (ROI) because at the end of the day it still brings in clients. B2B lead generation achieves this end through different means than other forms of marketing. That is what makes this strategy invaluable for B2B business models.

Difference Between Demand Generation and Lead Generation

Demand generation and lead generation have many overlaps but differ in scope and intent. Both start by increasing the visibility and awareness of your brand on a large and rapid scale. It ends there for the former, while the latter extends its strategy to actively convert more customers.

You can look at these in terms of a sales funnel, where demand strategies are the top segment and lead strategies are the middle to bottom segment. This illustrates where each one sits with respect to your business needs. This distinction helps you know which areas to prioritize.

Let us say that your business is organizing a webinar on encouraging open communication in the workplace. In this case, demand generation means creating invitations, flyers, and other forms of advertising. This makes your event more visible to your target market.

Lead generation starts once people signal their interest in joining by calling, emailing, or visiting your business to learn more. At that stage, you can nurture these leads and slowly convince them to join the webinar. It goes all the way down the funnel until they attend.

Three B2B Demand Generation Strategies That Work

Despite their many overlaps, the stark differences between demand and lead generation make building strategies for each purpose easy. Building up your understanding of the market to create a demand strategy that gets great results is important. 

Below are three ways you can do that:

     1. Listen to Customer Sentiments and Feedback

A great way to start B2B demand generation is in-depth research into what a client wants or needs. Use a variety of data collection methods to get an accurate gauge of what your target market wants to see. Look into common problems and pain points that affect businesses.

It is also crucial that you know what competitors are doing in response to these needs. Dig deep into their strategies and businesses and find where they succeed and fail to meet customer demands. This should help you find your unique angle.

In addition, you can preview customer sentiment about their problems, competitors, and your business through social listening on different platforms. It is a smart way to round off your research and get a more objective and well-rounded idea of the best approaches for your demand strategy.

     2. Personalize Your Messaging for Every Client

Although you want to cast as large and wide a net as possible, it is hard to deny that most of the best B2B demand generation tactics work off of personalization. A business is harder to attract than an individual buyer because of the cost and commitment involved in most typical B2B transactions.

This means that B2B clients are more critical of their service providers and suppliers because they want to ensure maximum benefits. A good demand generation strategy should be personalized and tailored to each potential client’s primary problems.

Use account-based marketing (ABM) to segment your target market by business or account and personalize your approach for each one to get the best response from them. ABM also makes managing their accounts easier once they become leads or convert to new customers.

     3. Use Content Marketing to Increase Awareness

The core feature of demand generation is that it makes your target market aware of your business and makes them interested in learning more. This makes content marketing a perfect choice for the job. With this strategy, use your industry expertise to showcase your business’s value.

The great thing about content marketing is that it has incredibly flexible applications in any marketing plan. Take your unique value proposition (UVP) and leverage it in content creation. Make your brand impossible to ignore by highlighting the benefits that it brings.

Additionally, content marketing makes it easy to tap into different digital marketing channels to broaden your reach even further. This allows you to maximize how you connect with members of your audience, no matter where they are looking on the internet. Content is one of your best assets.

Summing Up

B2B businesses face a greater challenge in marketing than business-to-consumer (B2C) companies. This is what makes a strong demand strategy invaluable to their success on and offline. The ability to reach more clients is a massive boon in B2B marketing and should not be taken lightly.

Personalized campaigns and content marketing are some of the best approaches to increasing demand for your business. This is because they not only boost your business’s visibility but also spur interest in what you have to offer clients. Either is a good place to start your new strategy.

Need help building a demand generation strategy that gets great results? Contact Digital Authority Partners (DAP) to learn how we can help.