19th Jan, 2022
, , Designation
- An integrated approach to demand generation is the most effective way to maximize demand and revenue.
- There are real-world business benefits of using an integrated B2B demand generation engines to solve crucial growth challenges.
- Following some best practices while designing and implementing an integrated demand generation engine can dramatically increase the chances of sales success.
The world and global economy are experiencing volatility and disruptions of several kinds. Amidst an uncertain future, businesses must redesign traditional demand and revenue generation strategies to meet contemporary challenges.
Thanks to the developments of the past decade, there are new opportunities and frontiers for business growth and expansion to leverage. In this blog, we take a look at a few real-world examples of how a smartly-designed integrated demand generation engine can give excellent returns and help businesses boost revenues.
Why is integrated demand generation important?
Integrated B2B demand generation is a comprehensive, multi-channel and measurable approach that fuses different functions, like sales and marketing, to engage customers at each step of their journey. The goal is to provide value at every stage so that the customer understands the proposition offered, experiences a personalized journey, and develops a favorable view of the business. The word âintegratedâ represents various synchronizations and alignments; namely:
- Integration of elements: All elements like the messaging, technology and analytics are connected and used in unison.
- Integration of mediums and platforms: Reaching customers across devices, platforms, and screens to create a cohesive experience and message.
- Integration of data: Customer data from different sources and touch-points is collected to identify actionable insights and create effective strategies.
- Integration of functions: People, processes, sales, marketing, accounts, and internal systems are all aligned with a singular focus on customer engagement.
Thus, integrated demand generation simply bolsters the goals, strategies, and scope of traditional demand generation activities. Having an integrated system that optimizes the demand generation process is pivotal for the success and growth of B2B enterprises. This is particularly true in a post-Covid world where the overall market sentiment remains unstable.
Integrated demand generation for revenue and business maximization: Real-world case studies
Building the sales pipeline: One of the foremost challenges faced by B2B telesales and telemarketing campaigns is optimizing all functions for maximum efficiency using data-driven insights. When internal systems and processes are not collaborative and do not leverage smart digital solutions, the RoI and success rates usually suffer. However, since telesales continues to be an effective approach to generate revenue and build customer relationships, it must be a pivotal part of all B2B outreach strategies.
Case study: A large cloud computing business wanted to tap into mid-market and enterprise markets using BANT qualified leads. The company chose to build an intelligent telesales and database engine. The goal was to develop the sales pipeline, increase revenue, and add new customers. However, the absence of any whitespace database amplified the challenges and threatened to limit the scope of the campaign.
Using a reputed whitespace database discovery platform, the business was able to acquire new customers and generate BANT-qualified leads to close targeted sales deals. As a result, new business of $5.65 million was added to the sales pipeline within a span of three months. Read more about the case study here.
Learn more about how telesales can increase RoI and revenue.
Maximising RoI with Field Sales: Field sales and marketing can be a challenging domain, even for seasoned experts. The number of variables that increase unpredictability and the high rates of rejection discourage most businesses from executing large-scale on-ground campaigns. However, with smart processes and execution strategies, businesses can leverage this effective approach to increase sales and RoI.
Case study: A leading IT company wanted to enter Tier II and III cities to acquire new customers and increase revenue. A streamlined lead generation engine that utilized the skills of feet-on-street sales professionals was designed. Limited database and lower visibility, along with a high prevalence of easily available counterfeit products, created a challenge for field sales personnel to identify, influence, and convert potential leads.
The field sales force engaged with end customers, partners, and distributors for a demo, resales, and deal sizing. Intensive follow-ups for closure followed. In just one year, the company increased its pipeline value by $1.6 million and saw a rise of $400,000 in revenues. More than 10,000 accounts were engaged, 1500 net customers acquired, and 4500+ leads generated during the same time. Learn more about how these results were achieved here.
Creating demand through integrated marketing:Â Relying on a single source for business, leads, and revenue increases the volatility and vulnerability of the entire sales engine. A multi-channel digital marketing approach is necessary in todayâs digital-first world that leverages the strengths of different mediums. With a smartly designed demand generation engine, businesses can sell, upsell and cross-sell with ease.
Case study: A global IT hardware OEM wanted to convert inbound queries, execute sales through e-commerce and promote its devices to new markets to maximize revenue. An omnichannel sales-driven engine was created to integrate voice, chat, and email queries and manage accounts for customers and SMB partners. Converting general queries into sales opportunities proved to be a challenge as there werenât enough resources to support a multi-lingual support center.
Thus, a 24X7 resource center was operationalized that covered all customer touch-points. In just one quarter, the company was able to increase revenues by $12 million and add 10,000 new customers to its business. Learn more about the successes and challenges here.
Executing an integrated demand generation campaign successfully: Best practices
The following fundamental processes of demand generation must be given due attention while creating integrated strategies and campaigns:
Develop holistic buyer personas: Invest time, effort, and resources in creating realistic and accurate buyer personas along with mapping them to customer journeys. Understand the challenges, preferences, habits, and motivations of your target audience. Design the rest of the processes, content, and strategies as per the insights of the ICPs.
Deploy digital tools and software: Use automation tools and software solutions to expedite repetitive and predictable processes. There are plenty of demand generation solutions and service providers in the market, along with dedicated process-based solutions. Automated email marketing, lead scoring, scheduling, social media marketing, and reporting tools should be integrated into the core design of the demand generation campaign.
Focus on training the teams: People and teams are used to working with a focus on their own goals and targets. To implement a successful integrated demand generation campaign, these silos must be broken down and teams must be trained on how to collaborate better, share insights and assist each other. Internal processes and systems need to be reimagined as a continuum between different functions, as opposed to a segregated stop-gap design.
Leverage customer data smartly: Data is the fuel that drives all modern marketing and demand generation efforts. Use the data on visibility, traffic, impressions, conversions, engagement, and other multi-touch metrics. This will help evaluate performance, change track and measure success. Ensure accurate and reliable data collection, storage, and management practices are followed. Similarly, prevent data degradation by conducting data cleaning and updating exercises at regular intervals.
Find the right partners and service providers:Â If a third-party service provider or partner has been tapped to lead the demand generation campaign, ensure that they have relevant expertise, experience and proven results. Verify their claims, consult existing customers and define clear deliverables before signing the dotted line. Prefer partners that have demonstrable result-oriented successes in the relevant geography, market or industry.
Learn more about how integrated demand generation can boost your business and revenues.