Digital demand generation calls for the task of driving qualified leads to your website and products.
Demand generation is one of the biggest challenges for new businesses, particularly startups and other companies operating in crowded markets.
With the rising use of digital channels, it is not enough to incorporate digital in the broader marketing campaigns.
An organization can optimize digital demand generation in their marketing efforts by continuously monitoring and managing all digital presence, including the website, social platforms, blogs, search, communities, paid search, and online advertising.
Distinctly different from lead generation, demand generation is a much more involved process, making it all the more challenging for new brands.
Assuming you are ready with your new marketing strategies, it’s time to dive into the great level of the marketing playing field – digital demand generation marketing.
What Is Demand Generation?
Demand generation has long been one of the go-to B2B marketing strategies used to increase interest and excitement in a product or service.
Demand generation is a marketing strategy focused on building reliable brand awareness and interest, resulting in high-quality leads.
Demand gen can make a business’ marketing messages sound more authoritative and carry more weight with prospective clients.
Any marketing intended to create interest in a product or service is part of demand gen. This includes your:
Content created to build or reignite interest, such as blog posts, podcasts, webinars, and event marketing.
Social media engagement to generate buzz.
Brand Storytelling and thought leadership
Email marketing and marketing automation and customer delight tactics, are intended to bring existing customers’ attention back to your brand.
Why Is Demand Generation Important?
A strong demand generation program builds brand awareness and authority, and produces thoughtful, engaging content that drives interest and cultivates leads.
Digital Demand Generation services integrate predictive analytics, social selling, and marketing automation strategies to engage and qualify audiences across buyer personas and profiles.
Demand generation (or demand gen) is essential for a healthy business-to-business (B2B) sales and marketing strategy.
A successful demand generation campaign leverages nuanced PR strategies to generate excitement, build trust, and increase awareness.
How Does Demand Generation Work?
Think of demand generation as a long-term relationship between a brand’s marketing, sales teams, and prospective customers.
Demand generation starts by identifying and qualifying prospective customers through content and inbound marketing, direct response and email campaigns, and events, before passing these leads to a nurturing team.
This team then further qualifies these prospects through scoring systems depending on the stage at which the prospect is in the conversion funnel, before passing these highly qualified, nurtured leads onto the sales team.
A well-designed demand generation strategy introduces new prospective customers to pain points they were previously unaware of.
Addressing these pain points by demonstrating your solution’s value builds trust in your company within new markets. As trust grows, so too does your market share.
So, now we have a better idea of what demand generation is, how can you go about implementing it as a new or smaller brand?
What Are The Most Effective Demand Generation Tactics?
One factor about digital demand generation is an irrefutable truth – it is among the most cost-effective methods to draw prospective clients to your product or service.
A survey of B2B marketers experienced in deploying such demand generation tools cited email marketing, social media, and search engine optimization as the most cost-effective demand generation methods today.
Search Engine Optimization
Most traffic to digital properties comes from search results, so being at the top of the search engine results page (SERP) is crucial.
This top result significantly impacts the possible revenue a digital property can generate for a company.
However, experts predict SEO in the future will be much more integrated with content and social and very different from SEO a few years ago.
If your company is not yet adept at hiking its information to the top of search results, it’s fairly easy to get into the game.
Email marketing can be an incredibly powerful component of your demand generation campaigns, but many advertisers misuse it or fail to harness its potential.
When it comes to email marketing, A/B testing is essential, and the adage that “Less is more” most definitely applies.
If you resort to carpet-bombing your email list regularly, you risk turning prospective customers off and harming your brand.
Rather than blasting your lists all the time, work smarter, not harder.
Everything about your email campaigns can (and should) be A/B tested to ensure your emails are performing as strongly as they possibly can.
Demand generation can only be accomplished if informative, engaging content is delivered to target audiences at every sales funnel stage.
To have an effective content strategy, you must start with planning, developing, and managing relevant content to attract and acquire a clearly defined audience to drive customer action.
The first step for any customer is understanding that a product or service exists, and that they need it.
A customer may have a pain point that you have the solution for, but if they are unaware that a solution exists, how can you solve that for them?
To engage new audiences and strengthen the relationship with existing customers, you’ll need assistance with content distribution and monitoring campaigns.
Content is a long-term investment, just like demand generation itself. Success requires consistent effort – something that many businesses fail to do for content.
If you’re already publishing blog posts regularly, think about how you can make them even more valuable.
Do they incorporate original data or research, or regurgitate what everyone else has already said?
This focus on content throughout the customer journey ensures customer engagement from the first click through the purchase.
You can also create meaningful content to inspire retention, sales of new products or offerings, and cross-sell your products.
Develop Brand Awareness
In today’s competitive sales and marketing landscape, brand awareness is critical for a consistent flow of quality leads.
And while it may seem straightforward, building brand awareness isn’t simply gaining a potential buyer’s attention.
A true and lasting brand awareness strategy leaves potential buyers with a lingering, positive impression of a company.
It makes them more likely to trust that company when it offers solutions to the customer’s challenges or needs.
Evaluate what business objectives and values these target accounts tend to share and what major steps in their buying journey precede purchase.
Use the target personas to inform how you market to these leads, providing them with personalized content that directly addresses their unique pain points and questions.
Use A Lead Scoring System
Demand generation isn’t just about increasing the number of leads for your brand, but also raising the quality of those leads.
Lead scoring is one of the best ways to ascertain whether your leads are of the quality your sales team needs to close more deals.
Lead scoring evaluates the historical behavior of your prospects and the actions they’ve taken while interacting with your brand to determine whether the individual prospect is worth pursuing.
Use Marketing Automation
Healthy, reliable demand generation requires a full lead nurturing strategy from first contact through decision and purchase.
However, demand generation identifies potential prospects based on their initial actions.
It takes them through an (often lengthy) nurturing process to provide sales teams with much higher quality, genuinely qualified leads.
This results in better conversations between sales reps and prospects, and – of course – higher conversion rates and more sales.
Marketing teams should work alongside sales throughout the purchase journey, staying tuned to buyer questions, concerns, and attitudes.
Affiliate Marketing is a type of performance-based marketing.
In affiliate marketing, a company rewards another business for each visitor or customer brought by the first business’s marketing.
This type of marketing is often overlooked within the digital marketing landscape.
A successful demand generation campaign leverages nuanced PR strategies to generate excitement, build trust, and increase awareness.
Press releases, newsletters, and email blasts are examples of tactics that can be used to drive marketing efforts.
With so many resources from which to choose – why not offer the consumer your take, in a rich, informative, and interesting way?
Landing pages and microsites are great ways to capture mindshare about your company, product, or service – but dispense with the fluff and get straight to the point.
Use Social Proof
One of the best ways to create demand will always be through social proof.
You may not be in a position to partner with a social media celebrity, but the opinion of your actual customers carries a lot of weight with your potential ones.
What Is Inbound Marketing?
Inbound marketing is when your audience seeks out information for a problem they are trying to solve and organically comes across your brand as a potential solution.
Inbound marketing is less disruptive and more targeted than outbound strategies, resulting in higher quality prospects when implemented effectively.
Inbound marketing and lead generation complement each other. When you create content that aims to solve a common problem, your brand will attract inbound leads.
Your audience is already aware of the problem and is actively seeking out solutions.
The creators of inbound marketing software, Hubspot, are credited with coining the term.
They define inbound as: “Sharing is caring, and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.”
The focus with inbound is on using content marketing to attract the best prospects and then provide them exactly what they want as they move down the sales funnel.
What Is Outbound Marketing?
One shouldn’t forsake the importance of outbound marketing.
It gives you the chance to control the message, reinforce your organic marketing methods, and redeploy some of your dollars in a targeted, efficient manner.
Display advertising, location-based mobile marketing, personalized media, social advertising, retargeting, persona targeting, and email and affiliate marketing are all essential pieces of this paid paradigm.
To many marketers, remarketing is a powerful strategy for increasing conversion rates.
While you should be remarketing to increase conversions, remarketing is also a compelling brand awareness-building tool.
Pipeline value can be a helpful metric where the deal cycles are long, as they are in most B2B Marketing organizations.
You can use this metric to make “in-flight” optimization decisions as pipeline value should be identified relatively quickly in a demand generation process.
Partner With 3rd Party Providers
Companies need to share their message online, but pay-per-click (PPC) campaigns can be difficult to manage alone.
Partnering with a third-party provider can allow your business to reach a curated, prescreened audience.
Many companies choose to start on some of the broadest search or social media platforms, but then struggle to narrow their messaging.
A simpler way to quickly get your message in front of the right people is to find a partner who has already carved out the online audience you want.
For just about any product or service, a base of potential customers is waiting.
Account-based marketing (ABM) is a strategy in which a supplier targets a select group of accounts representing significantly higher expansion or growth opportunities with tailored marketing and sales support.
Everything in an account-based marketing strategy depends on a deep, reliable understanding of the accounts and audiences you’re targeting.
ABM requires marketing and sales teams to strategically select accounts to target and nurture through customized engagement and support.
Demand Generation Strategy vs. Lead Generation Strategy
These two strategies (though sometimes referenced interchangeably) have very different goals.
Where demand generation strives to build brand awareness and authority, so potential customers reliably enter the purchase track, a lead generation strategy focuses on turning an engaged audience into sales-qualified leads.
Offer A Free Tool
One of the most effective ways to create a successful demand generation campaign as a new brand is by offering a free tool or resource.
WordStream implemented this strategy back in 2011 when they launched the AdWords Performance Grader.
This completely free tool has proven a remarkably strong demand generation tool and helped thousands of advertisers audit their PPC accounts.
The Price of A Successful Demand Generation Campaign
As a successful demand generation strategy accelerates interest in what you offer, you’ll inherently come across more chances of conversions. More eyes, more purchases, more revenue.
At the same time, demand generation strategies help to drive down the cost of customer acquisition—thanks to the more accurate targeting, reporting, and focus on qualified accounts.
Track Ongoing Data
Understanding what your leads respond to most will help you shift your demand strategy to attract higher-quality leads from more reliable sources.
Examine your conversion rates and how they relate to your strategies. Look for a correlation between those rates and who you are targeting.
You can use testing best practices to isolate individual changes in your strategy and review the results.
How Kennected Works
Kennected offers detailed and personalized LinkedIn messages at each step of the buyer’s journey.
Through our expert digital marketing services, Kennected accelerates the sales process by engaging large-scale audiences with effective messaging.
Generating demand will likely remain a constant for the remaining future.
With the goal of lead generation, you can use the social media platform LinkedIn for your digital marketing efforts.
As you’ve seen, there are many demand generation strategies where digital marketing is involved.
Our automated solutions like Cloud Kennect can grow your network and demand generation strategy, so you have time to work on other tasks.
It’s a gamechanger in the SaaS world.
Check out our solutions today!