In this rapidly advancing digital competitive era, creating a genuine interest in your brand and its products and services is the need of the hour for attracting and converting prospects. With the right strategies for your demand generation campaigns, you can smoothly capture qualified leads for your sales team to nurture them.
But demand generation is more than just capturing leads or boosting brand awareness. It is about presenting yourself as the perfect solution (for potential problems) to your ideal target audience. You can drive demand and even speed up the sales cycle.
To execute this perfectly, you need to develop your demand generation campaigns effectively in a structured manner. Well, we have covered this part for you in the best possible way. Read on to learn what a demand generation campaign is, and then explore some proven tips to develop successful campaigns.
What Are Demand Generation Campaigns?
Demand generation campaigns focus on sprint marketing to deliver short-term results for instant business growth. The campaign combines demand gen strategies and data-driven inbound marketing strategies to increase awareness, and engagement and drive demand in the early stages of the sales pipeline.
The demand generation campaigns are the marketing approach and tactics you utilize to build and execute your demand gen strategies. The main aim of the campaign is to fuel brand awareness, qualify leads, educate prospects, accelerate the sales cycle, boost conversions, and keep the sales funnel flowing with quality leads for a consistent ROI.
7 Proven Tips for Building Efficient Demand Generation Campaigns
It is clear what demand generation campaigns are, and also what the primary aim or focus of these campaigns are. So, let’s check out the tips and tactics marketers and businesses can use to build and execute successful demand-generation campaigns.
#1 – Define Goals, Metrics, and KPIs
As businesses often think of demand generation campaigns as a way to boost brand awareness, that’s not the complete reality. It is not the only goal you could aim for, and there are different targets you can focus on, such as boosting engagement, bringing in marketing-qualified leads (MQLs), or attracting higher-value leads.
Based on your goals, you need to specify the metrics or KPIs, so you can easily measure your campaigns’ success. These metrics can be ROI by channel, website traffic, the volume of MQLs, or lead source. Also, ensure that the goals align with your marketing, and sales team, so your brand message plus approach remains consistent throughout the marketing and sales pipeline.
#2 – Identify & Talk to Your Ideal Audience
ROI-driven demand generation campaigns always begin with customer research. First, try to get a grip on what exactly your target audience looks like and what their preferences are. You can gather data from your existing customer base and website visitors.
To get more insights, send surveys to your customers or talk directly to them about their pain points and online channel preferences. Then, find out exactly what products or services make them happy, and solve their problems. You can then use this information to curate your content according to your ideal target audience.
#3 – Carry Out a Competitor Analysis
Remember that you are competing against other companies in your industry to capture the maximum amount of customers. So, it is crucial to analyze what others are doing in their demand-generation campaigns to boost brand awareness, and generate demand.
To do so, regularly check out the type of content they produce and how they make it unique. Explore different marketing channels to find out their preferred content distribution channels. This way, you can create a list of their strengths and weaknesses to identify opportunities to engage with the target audience.
#4 – Create Content for Different Stages of the Sales Funnel
The ultimate aim of any marketing campaign is not just to capture a lead, but to convert that lead into a customer. That is why you must create content for various stages to educate the audience and engage with them at every step. Product-led content isn’t the best strategy, and you should diversify your focus.
Map out the stages of your sales funnel, and focus on the content type that will be relevant, and engaging to guide the audience toward the next stage of the funnel. Try to use different content types to impress your audience, from product comparisons and short guides to educational pieces like whitepapers and ebooks.
#5 – Utilize Display Remarketing to Boost Brand Awareness
Remarketing is a marketing strategy to increase conversions. The focus is always on the conversion rates, and it should be while remarketing, but it is also a great brand awareness-building tool.
By display remarketing, you can target website visitors who have shown interest once, and are diverted or distracted. This advertising technique increases your repeat visitors, average on-site time, and conversion rates are significantly heightened. How? Because visitors who have already come across your brand in the past are likely to remember the logo or name, after seeing your ad, which can drive them toward your site again.
#6 – Refine Your Lead Scoring
Almost 96% of website visitors, in general, are not ready to buy yet. As we mentioned earlier, demand generation campaigns are not just about increasing the number of visitors and leads but also raising the quality of the captured leads. No one likes to waste time and resources on leads that will never move down the sales funnel.
That is why lead scoring is crucial to prioritize the leads. For that, you need to assign scores to your leads based on the data that you have. To refine your lead scoring process, you can consider factors, such as lead behavior, social media activity, lead demographics and firmographics, as well as lead engagement. This can help you identify the best time and way to interact with your prospects.
#7 – Collaborate & Partner with Industry Leaders and Influencers
Also referred to as influencer marketing, this is an effective tactic to boost your demand generation campaigns. Collaboration with influencers can help you build social proof for your brand and increase your standing in the industry.
You can start by identifying the leaders and influencers that your target audience trusts. Approach them with a collaboration plan that includes the marketing ideas and budget. You can host a webinar with them, conduct events, participate in live sessions on social media channels, or get mentioned in their blogs or posts.
That’s a wrap from us. Remember, the success of demand generation campaigns depends a lot on customer research. By analyzing your ideal target audience, you can curate better content for them at each pipeline stage. The more value you deliver, the more you can drive brand awareness and generate demand for your products and services.
Although, following and implementing these tips are not as easy as it sounds. To get the best results from your demand generation campaigns, outsourcing this process is a smart choice for many businesses. If you are also looking to skyrocket your ROI, feel free to get in touch with our appointment setting experts to learn more about our lead generation services.
1. What does demand generation mean?
Demand generation is a comprehensive marketing technique focusing on generating interest for your product or service. It is a focused approach that includes multiple touchpoints and campaigns to identify potential buyers, increase their awareness of the challenges, and present your brand as a trusted solution.
2. What is a demand generation strategy?
The demand generation strategy aims to build brand awareness and bring in highly qualified leads. The strategy involves various processes, like identifying the desired metrics, building brand awareness, converting prospects to leads, and measuring the strategy’s success.
3. What is the benefit of using demand generation for businesses?
Utilizing demand generation marketing can make your marketing messages more authoritative, carry more weight with prospective clients, and help increase revenue by farming qualified leads.
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