Demand generation fueled by B2B content syndication has become the lifeblood of sustainable growth and profitability for companies with a complex sales cycle and a high average selling price. So, how do you set yourself apart from your competition and give your sales team the best leads to hit their numbers?
This article will delve into the 10 top demand generation tips and best practices pivotal for any marketer looking to impact their company’s revenue substantially.
To underscore its significance, consider this: companies that excel at lead nurturing, a critical aspect of demand generation, generate 50% more sales-ready leads at a 33% lower cost, according to Forrester Research. Demand generation best practices aren't just buzzword bingo; it's a strategic approach that, when done right, means higher conversions that boost revenue and more growth for your company.
An effective demand generation best practices strategy is a complex machine with many moving parts: content marketing, SEO, email campaigns, social media, and more. These elements must be harmoniously aligned with your business goals for maximum impact.
Understanding the profile of who is most likely to be interested in buying from you is the cornerstone of any successful demand generation and marketing strategy. It's not just about identifying a broad category of potential customers; it's about diving deep into the details to create comprehensive buyer personas and target accounts.
These personas should outline your ideal customers' demographic, psychographic, and behavioral attributes, from age and income to pain points and buying behaviors. Leveraging tools like Google Analytics, customer surveys, and CRM data can provide invaluable insights into who your audience is.
The more nuanced your understanding, the better you can tailor your account based marketing tactics, messaging, content, and overall strategy to meet their needs and pain points. Knowing your target audience lets you focus your efforts, making your account based marketing and demand generation activities more effective and efficient.
While churning out a high volume of articles, videos, or social media posts to generate demand may be tempting, focusing on quality over quantity is paramount for effective demand generation.
Your audience is bombarded with information daily, making it essential for your content to stand out and provide real value. High-quality content means more than well-written articles and creating resources that solve your audience's problems, answer their questions, or fulfill a need. Ideally, create content your audience wants new ideas and insights your competitors need to provide.
Original research is the 'gold standard' for high-quality content, but you don't need to be a think tank to keep your audience informed. In-depth guides and tutorials or compelling video conversations, podcasts, and webinars with industry influencers can create original ideas.
Concentrating on your content's quality establishes authority and credibility, creating solid leads and a stronger, more meaningful connection with your target audience. Insightful and relevant content will drive more sustainable and qualified leads than a larger volume of mediocre material.
Automating repetitive tasks like email marketing, social media posting, and even lead scoring can free up valuable time, allowing you to focus more on strategic decision-making and creative initiatives.
But automation isn't just about saving time; it's about enhancing the effectiveness of your demand generation efforts. With automated workflows, you can ensure timely follow-ups, personalized messaging, and more accurate targeting, all of which contribute to a more cohesive and successful strategy.
Tools like HubSpot or Salesforce offer robust automation features that can handle various aspects of demand generation and sales marketing alignment, from nurturing and generating leads to tracking customer behavior. The key to successful automation is to maintain a balance: automate for efficiency but keep room for human interaction and customization to make your campaigns resonate with your audience.
Modern buyers search across multiple channels before ever talking with sales, making it critical for businesses to engage their audience where they go to find solutions to their day-to-day challenges, where they go to learn, and for effective demand generation. Whether it's social media, email marketing, webinars, or even traditional offline events, multi-channel engagement ensures that you reach your target audience where they are most comfortable and active.
This doesn't mean simply blasting the same message across all platforms; it means tailoring your communication strategy to suit each channel's unique attributes and expectations. For example, what works on LinkedIn might not resonate on Instagram, and an email campaign may require a different tone or content structure than a blog post.
The key is to maintain brand consistency while optimizing for channel-specific best practices. Doing so increases the touchpoints where potential and existing customers can interact with your brand, thereby enhancing the likelihood of conversion and fostering a more seamless and personalized customer experience.
People don't like being treated as statistics. Thanks to data analytics, hyper-personalization is more achievable than ever. Tailor your messages to individuals based on their behavior, location, or interaction history with your brand. Personalized campaigns can better resonate with your audience and increase conversions.
People often rely on others' opinions in a world of endless choices. Leverage this by incorporating testimonials, case studies, and reviews in your demand generation strategy. Social proof not only adds credibility but also significantly influences purchasing decisions.
A lead is like a seed; it needs nurturing to grow into a customer. It's not enough to generate a heap of leads; you must also guide them through the buyer's journey. Implement drip email campaigns, offer valuable content, and stay on top of mind without being intrusive.
Effective lead generation and nurturing are about building relationships, not just making a quick sale. Lead nurturing is now sales and marketing teams stay in sync. Rather than generate leads and then ask sales to close them on the first call, nurturing leads provides a more natural way to find 'in-market' buyers over a longer period.
Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising may seem like opposite sides of a coin, but they can work together beautifully. While SEO takes time to show results, PPC can offer immediate visibility. You can dominate search engine results and attract a broader audience by aligning your keywords and content strategy.
"If you can't measure it, you can't improve it," said Peter Drucker, and it holds for successful demand generation strategy. Regularly track key performance indicators (KPIs) like click-through rates, conversion rates, and ROI. Use analytics tools to understand what's working and what needs tweaking. Data-driven decision-making is your ally in refining your demand generation strategy.
The digital marketing landscape is ever-changing. New platforms emerge, algorithms update, and consumer behaviors shift. Your demand generation strategy should be flexible enough to adapt to these changes. Stay updated with the latest trends and be willing to pivot your strategy when needed.
Mastering demand generation best practices is a marketing initiative and a strategic imperative for sustainable business growth. From the fundamental importance of understanding your target audience to the nuances of quality content creation, each practice plays a pivotal role in the grand scheme of effective marketing.
It's important to underscore the indispensability of automating routine tasks to boost efficiency and improve outcomes, emphasizing the importance of engaging audiences across multiple channels. Tailoring your strategy with a personalized touch, your marketing teams leveraging social proof, and nurturing leads are other key pillars of demand gen efforts that cannot be overlooked. Remember the measurable aspects; tracking KPIs and adapting your strategy to meet the ever-changing digital landscape are the hallmarks of a robust and effective demand generation process.
In essence, these demand generation best practices are not isolated tactics but interconnected elements that, when executed harmoniously, catapult the demand generation channels of your business into new heights of visibility and profitability. So, whether you are a seasoned marketer or just starting on your demand generation journey, these best practices are invaluable resources for crafting a strategy that resonates with your target audience and delivers quantifiable results.