Demand generation marketing campaigns are the most sought-after technique by new brands to build brand awareness. Launching a new business or a new product alone is not enough. You need to reach your target audience to get more leads and convert those leads to customers.
B2B and B2C businesses face the challenge of getting their products to their target audience. Demand generation marketing techniques create a demand for your products or services. It‘s not forcing or tricking people but creating a demand for your products by providing them with the right information.
What will demand generation marketing do for your business? Well, it brings more leads. More leads, more conversion rates. That means you can close more deals. Isn’t this what you are looking for? Then, read on to learn how to get it done.
What Is Demand Generation Marketing?
Demand generation marketing creates and implements a predictable sales pipeline. It covers multiple touchpoints, marketing campaigns, and ad campaigns and includes anything that creates brand awareness.
It is a long-term plan that engages your client from the initial campaigns you launch. Demand generation marketing nurtures and engages your prospects by getting them to give their mail ID. Going forward, it guides your prospects to engage with your content, attend your events, and subscribe to your newsletter, keeping your brand top of mind.
How Is Demand Generation Marketing Done?
Businesses create brands and offer services or products that solve the needs of customers or other businesses. Your top-notch products and services must reach the end user. In the end game, both customers and businesses need to benefit. It’s not just one-time sales, either. You must retain your customers. All of this need certain tactics to be followed.
Create a demand generation marketing strategy that includes lead generation, demand capture, and pipeline acceleration. Demand generation marketing is a long-term engagement strategy that touches on various issues, from creating awareness to brand loyalty.
Pipeline acceleration is a marketing strategy that shortens the sales cycle and increases the sales process, where the target customer becomes a lead and then converts to a customer quickly.
As mentioned above, it is a long-term engagement strategy aiming to create a better business-customer relationship. It is a gradual, exhaustive, and extensive approach that comprises marketing campaigns, social media interactions, and other activities that gets and retains customers.
The benefits when demand generation marketing is done right are:
- It creates brand awareness around the issues most relevant to your business.
- You position your brand as a trusted advisor and one who provides the solution.
- It generates sales-qualified leads.
- It helps you to close deals and have higher conversion rates.
- Tags your marketing efforts as a revenue generator.
- Better conversations between buyers and sellers.
- Creates genuine brand loyalty.
Demand Generation’s Role in Conversion Rate
A business’s ultimate goal is to drive customers and increase its ROI. To succeed in this goal, you have put in all your efforts to bring quality leads that will likely become your customers. Many leads that you attract may quit their customer journey in between. This is why business people like you must invest their time and efforts in creating demand for your brand. With stunning and compelling demand generation strategies, you can build trust among your audience and have them as your customers.
8 Demand Generation Marketing Tactics that Drive More Conversions
Demand generation is about identifying prospects and nurturing them so that the sales team receives high-quality and highly qualified leads. Your marketing tactics must drive conversions and close deals.
1. Create Your Brand Identity
When you launch a new product or service, don’t just keep it to yourself. Voice your brand identity. Post it on your business website and on your social media platforms. Publish content that resonates with your brand. Post blogs, videos, newsletters, and other content types that establish different customer touchpoints.
Be consistent on all platforms. Consistency is key. Keep your brand’s voice and style to suit different buyer personas. Ensure that each piece of content demonstrates your brand value. Your audience must find it recognizable with your brand.
Reach your audience through content. And the best way to reach them is through social media platforms. All the brands connect with their audience and customers on social media channels.
Create a social media account for your brand on all the social media platforms, and make sure to post consistently and frequently. This builds your brand’s reputation. If none of these techniques work, keep optimizing your marketing efforts.
That’s the PUSH technique! Post Until Something Happens.
2. Analyze ‘Buyer’s Intent’ Data
The buyer’s intent data includes the buyer’s thoughts, preferences, experiences, discussions, purchases, analysis, comparisons, and attitude. This information leads to the final purchasing intention. It includes information on how the buyer transits from a targeted audience to a customer.
It’s basically consumer psychology or cognitive psychology. Marketers use such data to analyze the buyer’s thoughts and predict their actions. Buyer’s intent data is fetched and stored in repositories through AI and machine learning tools. The repository data is analyzed to evaluate their behavior, and the buyer’s purpose for the transaction.
The information comes from the customers’ browsing and purchase histories, downloads, and publicly accessible information. With improved analytics, buyer intent data can offer comprehensive insights into accounts, and marketers can create tailored sales presentations to take a more strategic approach.
3. Create CTAs That Foster Sales
Use content marketing, email marketing, or SEO strategies to reach your target audience. Provide content that inspires, educates, and engages them. When you provide compelling content, the target audience will be motivated to buy from you on whatever level they are in the funnel journey.
Guide them to your sales team through a visually appealing call to action (CTA). Until a prospect offers their information, it’s a one-way communication. When they qualify as a lead, the sales team takes over, where it becomes a two-way communication.
Align your marketing goals with the sales team’s goals so that your effort is focused and the sales team can understand what type of content resonates with your audience. The sales team gets the real data, such as how many leads became your customers and how many continued your services.
These real-time data help you get the lead-scoring content to understand which of your marketing strategies worked, whether content marketing, email marketing, or SEO strategies.
4. Create Buyer Personas and Customer Journey Maps
Demand generation marketing tactics revolve around your target audience. Keep your audience at the centre of all your marketing activities. If your solution suits B2B and B2C audiences, you must have different strategies to nurture them. Each of their pain points, challenges in approaching them, and their needs are different.
You need to know different buyer personas and create strategies to influence them. Map them to the customer journey as they travel from being an audience to a lead, from a lead to a prospect, and finally, to your customer.
When you create buyer personas, you can visualize them as characters and associate the right emotions that your audience goes through. Each persona has its own strengths, weaknesses, and motivating factors, and when you try to understand them, you will be able to create better marketing strategies that work out for each one.
To design a demand generation marketing strategy, you need data. Data about what your audience likes, different personas, what type of marketing works, and other data to determine an effective marketing technique.
Such strategic decision-making will help you resonate with your audience better and capture more leads.
5. Incorporate Account-Based Marketing (ABM)
Account-based marketing is a strategic approach where the marketer targets a specific group of accounts that display opportunities for growth and expansion with tailored marketing and sales efforts.
When you observe a few leads trickling down the sales funnel through your demand generation marketing tactics, grab hold of those opportunities. Accelerate the sales process through account-based marketing that sets you up for success.
Develop a deep understanding of the accounts and the audience that you are targeting. The marketing and sales team must work together and nurture the leads through customized support and engagement.
6. Use Automated Tools
There are endless ways to go about demand generation marketing techniques for your business. The main aim is to create awareness about your products and services among your audience, leads, prospects, and customers. But, what remains hidden is the underlying cost. You must have a proper way of gauging your expenses.
Invest in the right automated tool for your demand-generation marketing strategies. The right tool will help you to strategize and nurture leads, leading them down the sales funnel to drive more conversions.
7. Create Lead Magnets
Out of many possible demand marketing strategies, lead magnets could be a unique way of attracting people with compelling giveaways. Lead magnets are more like a unique offer to grab audiences’ attention. Simply put, a lead magnet is a tool that urges your audience to kick-start their buyer journey and engage with your brand.
Lead magnets can be anything, like a free trial, price offers, or downloadable content. The only criterion is that it should be compelling enough to push your audience to go that extra mile and provide their contact or other information to use the valuable resource in exchange.
If your web page is a research forum, you can create a lead magnet that urges your viewers to enter their email addresses to quench their curiosity to learn more. This can easily trigger them to sign up on your page.
8. Try Direct Email
is more effective when it comes to reaching out to your audience directly. Though emails have the challenges of low responses, it is still unique as it is the better choice for landing right in their inbox.
But, to utilize its advantages to the fullest, you must ensure that your email, pitch, and leads are perfectly curated. First, analyze the ideal audience for your business. Then create a personalized pitch so your audience can feel your product or service is the right fit to address their needs.
Cold outreach can also be a better option for reaching out to your clients. Some would not focus more on cold outreach considering its difficulty in getting attention for unsolicited emails. But, if done properly, it could serve as the right medium to connect with your audience.
1. What are demand generation marketing tactics?
Demand generation marketing tactics are awareness-generating strategies that bring leads to your business. They are well-executed marketing campaigns that nurture prospects until they become your customers.
2. Is it enough to invest time and effort in demand generation only once?
Many say demand generation is a one-time strategy to execute and cherish benefits for a lifetime. But that is not true. To stick with the trend and attract new customers, you must keep upgrading your demand generation strategies per the requirement. Maybe, you don’t have to invest the same amount of time and effort, but you still have to spend some time to ensure you are aligned with the most recent trends.
3. What are some ways of generating demand?
Demand generation is not just like following a fixed strategy. You can try out every possible medium to attract your audience’s attention and grab their interest. Some of those demand-generating ways are:
– Email Marketing
– Webinars and Giveaways
– Social Media Campaigns
– Influencer Marketing
4. How can I generate demand for my brand?
Demand generation should be considered at the top of the sales funnel. That doesn’t mean you can stop it right there. Throughout the customers’ sales journey, you must keep them excited about your brand and its unique value proposition. Marketing and sales teams work alongside the buyer and travel along their funnel journey.
5. What are demand generation tools?
Demand generation tools automate the marketing strategy. They save you time and money, and help by automating the monitoring process, such as conversion rates, the number of deals closed, and cost per lead. Collaborating with efficient demand-generation service can give you all the benefits a tool can provide, along with the added expertise of demand-generation professionals.
Demand generation marketing techniques must create visibility for your brand in the market. It is an umbrella term involved in serving new customers, loyal customers, finding potential buyers, or upselling to existing customers.
Are you interested in creating demand for your products or services? Contact us for demand generation strategies that enable the right prospects to learn more about your products and services. Read our blogs to learn more about how we can help you grow your business.
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- Demand Generation Funnel – 3 Stages You Need to Know
Illustrations by Storyset