31st Jan, 2022
, , Designation
â Discover the industry-proven practices to ensure continued and long-lasting success from the demand generation engine
As 2021 wound down, demand generation has emerged as the biggest and most dominant trend within b2b enterprises to achieve net new customer acquisition and drive consistent sales. However, most organizations approached the process haphazardly. They set up campaigns blindly in an era of buzzwords where capabilities are mixed with a deluge of marketing tricks.
As customer habits continue to evolve with new technological advancements, organizations will leverage demand generation techniques in the coming years. It involves extracting high-quality leads and ultimately converting those leads into revenue. This is achieved through a cohesive mix of traditional and digital demand generation practices. Going forward, b2b demand generation campaigns need to be built with dynamic features to engage prospects, create demand, and generate leads consistently without any gaps. Learn the best tricks and tips to rebuild the demand generation engine in 2022 for maximum yield:
Implement a lead scoring system to strengthen outbound prospecting muscle
Cold prospecting is still an ineffective medium for b2b enterprises to build a sales-ready lead pipeline. On the contrary, a robust outbound prospecting strategy will prove to be an effective channel to bolster profit margins. It will help companies reach low-hanging profits by shortening the path from leads to conversions and maximizing the ROI.
For a steady outbound campaign, businesses must have a competent research source and an efficient communication system in place to attract quality leads. With this, businesses also need in-depth sales intelligence and net new prospect data to build hyper-targeted customer outreach campaigns.
A strong lead scoring system will help determine the buying intent of the leads and allow the sales team to identify cross-selling and upselling opportunities. It involves evaluating the buying behaviour of leads and assigning a value to quantify the purchase intent. Modern marketers will have to leverage the AI & NLP-led technologies with depth profiling to extract technographic, demographic, firmographic, and intent data for segmenting leads in the database. A unified B2b database management system with continuous data validation, profiling, and maintenance solutions is necessary to support online lead generation campaigns.
Additionally, read our latest blog âUnderstanding Data Maintenance and its Importance for B2B Companies to Drive Growth and Revenueâ to fathom the undeniable importance of AI-led database maintenance in driving tangible business growth in b2b segment.
Re-strategize content marketing with the focus on video marketing
Content marketing is the fuel that powers the b2b demand generation engine. Creating relevant, engaging, and meaningful content is crucial to attract user interest and drive them down the sales funnel. An ideal content marketing strategy addresses customersâ pain points and aids them forward in their buying journey.
Changes in Google and Facebook algorithms have pushed video marketing to the fore in b2b digital marketing strategy. B2B marketers are increasingly using video content to optimize their customer engagement programs and drive MQLs. According to a recent report, around 89% of marketers say that video content marketing offers a better ROI than traditional content marketing. The next phase of digital demand generation campaigns will witness a sharp rise in the overall spending on video marketing.
Video content drives 5 times more engagement than static content across social media platforms. Also, with change in Googleâs algorithms, video content is now crucial for SEO optimization as they are 53% more likely to achieve first page rankings. Search engines now display video snippets to more than 26% of the total search traffic.
Align marketing and sales for better decision making and improved ROI
Demand generation is a team effort, and compartmentalized working of the sales and marketing team will choke the entire process. A coordinated sales and marketing effort will help streamline the whole process, from identifying ideal customer profiles to online lead generation and closures. Marketing objectives designed basis the feedback and insights generated by the sales team help build personalized messaging and accurately understand their pain points. Going forward, a seamless sales and marketing relationship is necessary for a hale and hearty demand generation engine.
Fortify the business website
A website is the bedrock of all demand generation strategies that enterprises can have. It is where marketers can monitor the digital fingerprints of the audience visiting their website. It is a digital storefront for businesses that helps track their customersâ interests, buying intent, and even their urgency. Therefore, having a well-engineered website is essential for developing a consistent demand gen process and driving top-of-funnel lead engagement.
Build a robust social media marketing strategy
Social media is not a homogenous landscape but comprises many different platforms that carry the weight of brand perception and credibility in the online market. One of the most dominant trends is the use of social media to connect one-on-one with customers, address their concerns, and make their buying journey more personalized. Whether it is about communicating with customers about a new product launch or announcing new offers, discounts, social media can be the one-stop solution for brands to boost the demand gen productivity.
Measure key demand generations metrics
Evaluating essential KPIs and metrics is paramount for marketers to measure the success of their demand generation campaigns. They must track the following KPIs for contextual targeting:
â Number of opportunities created
â Sales pipeline value
â Average deal size
â Cost per deal
â Cost per customer acquisition
â Average sales cycle length
â Customer lifetime value
Modern demand gen practices are replacing traditional models with an increased focus on digital tools and platforms. The channels are shifting rapidly, and hence it is mandatory for enterprises to scale their demand generation strategy to keep pace with digital acceleration. Businesses should choose the right partners to reduce market constraints and accelerate pipeline growth. Besides, the evolving expectations of digitally native customers must also be analysed for in-depth profiling of the potential customers.
If you are looking for more in-depth understanding of our hybrid demand generation services including digital marketing, telesales, and field sales & marketing, or want advice from our sales experts on the best-fit solutions to meet your business requirements, please contact us.
âSetting up an Enterprise Demand Generation Framework for 2021 and Beyondâ
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