27th Sep, 2021
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- Apart from increasing sales, modern demand gen also emphasizes creating brand awareness and exploring new business territories
- B2B enterprises are faced with challenges of real-time field force management, expanding dealer breadths, and partner enablement among others
- Tech-enabled tele and feet-on-street engine can deliver holistic business growth for the enterprises
Modern demand generation strategy is not only about maximizing sales and increasing revenue. It emphasizes increasing brand awareness, creating relevant content to drive customer engagement, and exploring new business territories. There are many challenges in creating a future-forward demand generation strategy that delivers sustainable growth and revenue enablement for the B2B enterprises. Progressive demand generation strategy entails telesales and field sales & marketing approaches. An integrated demand gen engine with lead generation and revenue maximization as its core goal can help overcome the challenges of the modern marketplace.
Marketers often struggle to deliver consistent messaging, identify prospects, penetrate different verticals, and speed up the sales cycle. While it is crucial to engage customers for better brand visibility, it is important that marketing and sales achieve better alignment to speed up the sales cycle. With rapid digital advancements and movement restrictions placed due to health emergencies, one must not lose sight of the traditional telesales services and feet-on-street model to build a strong sales funnel.
Bottlenecks faced by B2B enterprises in their approach to demand generation
Most B2B enterprises today place a greater emphasis on ‘go to market’ plans driven by sales strategies that depend on channel partners, feet-on-street sales representatives, and telesales services. However, brands face fatal challenges on their way to tele and FOS sales implementation. From expanding dealer breadth and channels to real-time field force management, brands confront multidimensional challenges. Let’s look at some of the demand generation challenges that impede the ROI growth of leading IT companies:
- There is low or absolutely visibility of customer products and services in the smaller and uninformed tier-2 and tier-3 markets
- Restricted B2B database for the focused verticals
- Poor data maintenance practices impeding the lead generation campaigns
- High piracy rate of the customer products in the market
- Lack of real-time workforce reporting and program management
- Absence of last-mile connectivity with the customers
The aforementioned are some of the major concerns that hurt the brand reach and growth prospects of B2B enterprises in the new business world. Therefore, demand generation requires an integrated approach to leverage B2B telemarketing services along with field sales service effectively.
Technology-led tele and feet-on-street engine for holistic business growth
Brands must realize the strategic implication of a lacklustre demand generation strategy and support their business growth with extensive lead generation expertise. They must implement the best lead generation and conversion practices to improve ROI and build highly efficient sales engines. It is high time for B2B brands to utilize tech-enabled sales & marketing solutions and real-time field force management along with performance tracking to counteract the above challenges.
Enterprises must leverage B2B telemarketing services to complement the feet-on-street programs. Adopting a consultative sales approach can address database problems, ensure a high sales margin with an enhanced success rate of cross-selling opportunities. Brands are increasingly deploying a contactless sales model to comply with health guidelines and reach customers at their doorstep. They are embracing telesales strategies through the domain, language, and regional experts. End-to-end program management that drives digital enablement, SMB penetration, partner management, customer retention, and sales maximization is the need of the hour. Furthermore, the companies are also deploying continuous database sourcing, profiling, and maintenance programs to keep the lead pipeline updated and refreshed.
A global IT company had to grapple with a few similar challenges with regards to its brand and product visibility in tier-2 and tier-3 cities. The enterprise deployed an interconnected network of telesales and feet-on-street service provider. On the back of extensive demand generation programs, the IT company was able to achieve a 12X increase in its ROI. It also generated a $1.6 Mn pipeline Q-o-Q basis along with acquiring 1500 net new customers in just one year.
Read the full story here:
A leading global IT company was able to scale its business in tier-2 and tier-3 cities through a blended sales methodology including both tele and feet-on-street engine:
- The company was able to expand its geographical reach by penetrating into tier-2 and tier-3 cities
- Increased net new customer acquisition to increase revenue
- Established end-to-end sales engine including feet-on-street engine and telesales services
- Real-time reporting and field force management
- Drove end-user events through distributors
Click here to read the full case study on how Denave’s tele and feet-on-street engine helped a global IT company to achieve a 12X ROI in tier-2 and tier-3 markets.
Since pandemic customers have largely been isolated and reaching them requires multidimensional demand generation programs. B2B enterprises must also ensure continuous database validation, in-depth profiling, and enrichment as part of the marketing processes. Having an updated and enriched database helps build a solid lead pipeline that can aid end customer conversions. Companies that don’t have a blended sales engine lose out on leads across different channels and customer touchpoints. Furthermore, real-time field force tracking and management are crucial to boosting productivity. Tech-enabled sales engine is a mandate to organize and effectively implement sales & marketing campaigns in the current B2B ecosystem.
Also, read our e-book “Trade Marketing – The Ultimate Guide” to get in-depth understanding of the fundamentals of trade marketing and how it can support the sales ecosystem of a B2B enterprise.