Demand Generation
The era of simple sales scripts in B2B is irrevocably fading. Customers recognize them within the first few seconds of a conversation or interaction and immediately declare disinterest or irrelevance. Out of habit, salespeople also tend not to listen to what the customer is saying and continue to follow standard algorithms, annoying customers with standard product questions. While some traditional techniques and mechanics still work, attracting and interacting with customers, especially prospects, is becoming increasingly difficult amidst the global information noise.
In B2B only 3% of the target audience is ready to buy, while the remaining 97% are either out of the market (not aware of their needs) or in the awareness and research stages. To operate in such conditions, the practice of demand generation is used - an activity aimed at increasing awareness, creating interest and ultimately stimulating consumer demand for a product or service. It is an ongoing process of informing out-of-market customers (people who are not looking for a solution) about your products and services without overtly trying to sell to them.
Creating Interest
Warm-up
Build awareness
Loyal audience
Demand generation
This activity is based on the understanding that most of your market is not yet ready to buy and is unlikely to realize they have a problem.
Long-term engagement is critical. It is a continuous customer acquisition tool that includes inbound activities, constant interaction with the audience through content (newsletters, books) and interactive communication (chats, podcasts, webinars), etc.
STAGES OF DEMAND GENERATION
Key points to consider
Alignment between marketing and sales
If you know there's friction and disagreement between these departments in your company, it's better to stick to shorter-term and simpler lead-generation campaigns for now. In addition to sales, it's also worth involving business development specialists.
Customer insights
Customer insights can make interactions more memorable, emotional, and personal.
Good insights consist of unconventional ideas, real-life consumer scenarios, contradictions, and the ability to evoke emotions. To find such an insight, analyze the existing data you have on current customers and their interactions with your product, review competitors' social media, analytical data, and trends in modern society.
