This includes your: Social media engagement to generate buzz Content created to build or reignite interest, such as blog posts, podcasts, webinars, and event marketing It’s also your email marketing and customer delight tactics, intended to bring existing customers’ attention back to your brand Demand generation includes touch points along the full customer decision journey, from awareness to purchase and back around again in the (ideally) never-ending loyalty loop. Here’s How It Works This is the recipe for successful demand generation: Broad perspective Collaboration between the marketing team, as well as sales, to create an unbroken experiential flow for the consumer Lots of data to ensure quality lead identification and nurturing programs are in sync These ingredients are then used to uncover the best prospects, narrow down leads and establish segments, and then customize content to create the most relevant brand experience for each segment. Here’s a sample process to pull off demand generation strategically: Step 1. Offer more. With demand generation, the idea is to keep the content coming while using tools like A/B testing and lead scoring to continually assess the effectiveness of your content and the quality of your leads. Keep engaging with your social media channels and email marketing to keep existing customers up to date with new products, promotions, and content – which you believe they will be interested in based on their previous actions. Meanwhile, your inbound marketing is working on gathering your next pool of prospects, ready to be identified, evaluated, thinned, and segmented. Demand Generation in Action For B2B companies, demand generation involves offering a very professional level of content to appeal to prospects. Webinars are one of the best demand gen tools out there because when a prospect or customer signs up, they are making a commitment to continue the brand relationship at some point in the future. Demand generation a long-term game that requires a jigsaw puzzle strategy.
Demand generation is complex. 7,000-piece jigsaw puzzle complex.
This dynamism is the root of demand gen’s power, as well as the seeds of its downfall. When marketers don’t get the whole puzzle to fit together, the result is a jumbled mess of marketing tactics rather than the masterpiece you get when every piece works in harmony to create the whole picture.
You want your demand generation to create a cohesive, inviting brand environment that the audience can step into. Just like a completed jigsaw. The only way this is possible is by focusing on both short term and long term objectives to create a holistic demand generation strategy.
What Marketing Tactics Are Part of Demand Generation?
Before getting into strategy, what are the puzzle pieces that make up this modern marketing approach?
Any marketing intended to create interest in a product or service is part of demand gen. This includes your:
- Social media engagement to generate buzz
- Content created to build or reignite interest, such as blog posts, podcasts, webinars, and event marketing
- It’s also your email marketing and customer delight tactics, intended to bring existing customers’ attention back to your brand
Demand generation includes touch points along the full customer decision journey, from awareness to purchase and back around again in the (ideally) never-ending loyalty loop. It is not lead generation but rather hook to sinker and back again by identifying the best prospects, bringing in those quality leads and yielding breakthrough conversion rates. This is why a strategic mindset is key. Marketers need to be able to see seven steps ahead and around the curve as the customer journey cycles back.
Here’s How It Works
This is the recipe for successful demand generation:
- Broad perspective
- Collaboration between the marketing team, as well as sales, to create an unbroken experiential flow for the consumer
- Lots of data to ensure quality lead identification and nurturing programs are in sync
These ingredients are then used to uncover the best prospects, narrow down leads and establish segments, and then customize content to create the most relevant brand experience for each segment.
Here’s a sample process to pull off demand generation strategically:
Step 1. Offer premium content, discounts, promotions or other giveaways. Don’t just stick with one offer or one channel, such as only written content like eBooks and white papers on your website. Use a variety to cater to different potential customers. Downloadable infographics, free…
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