Why B2B Demand Generation Strategies Work

Effective B2B Demand Generation Strategies and Tactics

As you delve deeper into the world of B2B demand generation, you'll quickly discover that there are plenty of different tactics worth exploring. But we'll help you get started with an introduction to several tried and true strategies for success.

Design your own B2B demand generation funnel

While there’s no universal funnel for a B2B demand generation campaign, arranging your goals into a funnel of your own can be very helpful. Your funnel might include stages like problem awareness, demand generation, solution education, or demand capture. Remember, there are no wrong answers - your funnel is more of a helpful content mapping guide.

Build your online presence

B2B business deals tend to be much higher risk than the type of sales targeted in the average B2C campaign. You won’t just need to sway a single customer - you'll need to earn the trust of an entire team of stakeholders.

When it comes to a first impression, simply having a basic online presence is rarely going to cut it. In a perfect world, internet search results for your company would sing the praises of your industry-leading prowess and expertise. It's vital to invest in a polished, professional website and establish a solid presence on relevant social media platforms and industry sites.

Develop a content marketing strategy

Helpful, informative content is a powerful weapon in the B2B demand generation arsenal. This is where you’ll really have the chance to show off your expertise by unearthing pain points, answering questions, and positioning your company as the path to solution-based enlightenment.

But in your excitement to present the facts, resist the urge to toss out the human element altogether. Remember, you’re not just out to impress, but to initiate a long-term relationship based on trust.

Invest in a sales and marketing CRM

B2B demand generation often proves to be the key to uniting the great divide between a company’s sales and marketing departments. If properly executed, it doesn’t just bring in leads, but much higher-quality leads for the sales team to nurture.

CRMs like HubSpot are packed with tools that can help create marketing-sales synergy. From predictive lead scoring tools to Account-Based Marketing (ABM) software, HubSpot offers solutions for making the most of every campaign.

Attend live events

Never underestimate the power of trade shows or other in-person events. Such events offer valuable opportunities to boost awareness among an industry-specific crowd, all while collecting powerful feedback and creating connections. Partnering with a trade show marketing agency can help you leverage these opportunities effectively and maximize your event's impact.

Common Demand Generations Mistakes for B2Bs to Avoid

Sometimes, knowing what pitfalls to avoid is the only thing as important as understanding best practices. Here are several common B2B demand generation fails to look out for:

Ignoring buyer personas. Mounting a lead gen campaign without a clear understanding of your target audience is like fishing without a pole. Don’t let it happen to you. 

Failing to utilize multiple channels. It’s one thing to understand the preferred channels of your target audience. But resist the urge to put all your lead-gen eggs in the same metaphorical basket. 

Prioritizing quantity over quality. In the land of B2B sales, it’s often better to be invisible than to make a bad impression. Make each interaction count by taking the time to produce high-quality content.  

Being stingy with content. There’s a time and a place for gated content, but it’s often a little further down the sales funnel. Reserve such tactics for content like full courses, free templates, or white papers. 

Final Thoughts

In summary, sometimes the best way to enjoy increased market demand is to create it yourself. While B2B demand generation marketing is a long-term game, it can also offer impressive results. Don’t be afraid to really dig into your target audience and discover what your company can do to make their lives easier. Then get out there and start planting the seeds of your success.