Top B2B Demand Generation Strategies for 2021

by David Jones Digital Marketor

We often mistake the demand generation with the lead generation, although it differs significantly. Let it be clearer here. The demand gene is a long-term activity to create awareness and need for a product or service in the minds of potential customers, while the generation of potential customers mainly refers to obtaining contact information through various marketing activities. This lead generation makes it part of any demand generation strategy, but not the whole. However, both processes are a crucial part of a customer’s journey and equally important marketing efforts.

Moreover, creating demand is a marketing campaign that involves educating your potential customer and convincing them how your brand can help the problems they face. This activity bridges the gap between marketing and sales teams. The demand creation marketing process encompasses all communication with potential customers, from brand awareness to the moment they become successfully retained customers. In other words, the purpose of demand is not only to regularly generate demand from new customers but also to nurture them so that they become part of your sales cycle and continue to opt for your product or service.

To do this, every company needs a strategy with the activity of creating demand. Without a proper detailed plan, it is difficult to assess the identity of the customer and take him from point A to point B. If 2019 was not satisfactory for creating demand, let’s prepare for 2020 to do our best. In this blog post, we’ve created a list of 7 B2B demand generation strategies for 2020 that are sure to add more qualified leads to your sales left.

1. Increase brand awareness

Day by day, the audience becomes mature in terms of what they actually need and from whom. They prefer a solution with confidence for their problems. That's where your brand comes in. First and foremost, you need to work on making your brand recognizable, strong and quickly accessible. This will set your brand apart from other competitors and you will get loyal customers. This can be achieved through various digital marketing media such as email marketing, social media marketing, paid media and more.

What does your business provide to people? Why should people come to you for a solution? How is it different from others? Asking many of these questions to yourself will help you create a brand with a strong message. The presence of a strong brand helps you save time to convince customers, and also stands out differently from your competitors. This saves a lot of time and money on more marketing programs. This makes your demand generation program much easier and you reach the right potential customer.

2. Create a free tool

If you know what is the painful side of your customers and if you are a technical company, then you can create a free tool that can be used to solve that particular problem. Using this marketing automation platform will force people to visit your website, which will ultimately lead to traffic and increase demand for your product, thus increasing the conversion rate.

A free tool that makes tasks easier for your sales and marketing team or something that helps you make some decisions will always be liked by the audience and will come to your website for further use. This process of generating demand will bring you more potential customers than expected.

3. Submit free reports

Providing free reports to your customers is another great way to keep in touch with them. If you have created a tool or software, generating personalized reports is a great idea to look for. This inbound marketing activity will make people curious about how they work, and what are the key points they can focus on to increase their profits exponentially.

People who are really interested in the business will start downloading the report and these high-quality potential customers have a great chance of turning into clients. Revenue generated through such potential customers is relatively higher than potential customers generated through other demand generation tactics.

4. Identify different customers and segmentation strategy

As a B2B reseller, to plan a good demand generation strategy, you need to understand who your target audience is? How to communicate with various customers? Who are the ideal customers and who will become loyal customers longer? Do you understand everyone's needs and give them what they want? Do you have regular nursing activities to keep them engaged? Finding solutions for them will also help you build a strong lead creation strategy.

Finding answers to these questions will help you share a database of contacts depending on customer behavior, and you can connect with each group in a different way.

5. Organizing industrial webinars

If you are a marketing expert, organizing a webinar is one way to create a marketing quest for your product or service. Of course, organizing webinars with industry experts is not that easy, but again, it is not too difficult not to try. As a B2B company, you need to connect with the subject matter experts and maintain strong links with them so that you can further request a webinar. During the webinar, it is advisable to give tips, strategies and suggestions that will be useful to your target audience.

What is the best time to organize a webinar? What tools are used for recording? When to send webinar promotion emails? These are questions that webinar organizers often need to answer. Deck 7 studied and collected data from over 5,619 webinar campaigns conducted for various industries and produced a detailed report on webinar benchmarks. Answers your most frequent and critical questions about webinars and gives tips for organizing and promoting webinars and strategies for getting the desired number of participants for your webinar.

6. Update your website with amazing blogs

Continuously writing and publishing blogs on your website is good for both readers and your marketing automation plans. If the question is how to drive traffic to your website, then you need to find amazing content that creates demand related to your company's product and give some value to readers. If you have a hard time getting an idea of what problems or challenges your customers are facing, then you can easily contact your sales team who can give you potential blogging questions with answers to those questions that perfectly match the points you are targeting in your marketing strategy. This content marketing strategy is a great way to create and combine quality content.

For Lead Generation Services - CONNECT WITH A LEAD GENERATION SPECIALIST

7. Best use of social media

The increasing use of the internet has resulted in the importance of social media. Sites like Facebook, Twitter, Instagram are no longer just for fun. They provide a great input marketing opportunity for companies to maintain good customer relationships. You can communicate with your followers on social media with what you offer and this will automatically generate demand for your offer.

With proper social media strategy planning, you can always find the type of content that may suit you. The next step you take after that is to interact with customers by replying to their messages. This will also help you separate people who are just looking at your ads or posts and people who are actually more interested.

Lastly, with the best use of this inbound marketing activity, you can constantly remind customers what they offer and how you can best offer a service to solve their problems.

Takeaway

Demand generation is an ongoing process for businesses. Depending on the results you achieve in the demand creation campaign, it is necessary to take and monitor the necessary actions.

Some of the basic or general things you can include in any demand generation strategy for your business are:

1) Educate people about product needs

2) Raise brand awareness

3) Show the benefits of choosing your brand