Six reasons why demand generation is your next best move
Demand generation is a strategy for building awareness and driving interest in your product or service, with the overall aim of creating a predictable, repeatable pipeline for your business. It’s a long-term endeavour, designed to reach consumers at every touchpoint of their buyer journey with your brand - from the very first moment when a prospect becomes aware of your company, all the way through to when they convert and become a fully paid-up customer, and even after this - turning customers into brand advocates.
Six reasons why you need demand generation
1. It makes marketing customer-centric
Demand generation places the customer at the heart of your B2B marketing strategy. It’s about making people excited and informed about your brand and product, so that they want to learn more. It’s about building and nurturing relationships with consumers over the long-term. It’s about giving people relevant and useful content that draws them in and guides them through the funnel.
2. It aligns marketing and sales
Demand generation is the bedrock of sales and marketing alignment. It brings together the two disciplines over a shared, common goal: the desire to attract new business and generate new revenue.
For scaling B2B companies who haven’t yet prioritised sales and marketing alignment, demand generation is an excellent way to kick off the process. It gets both teams thinking about who their ideal customers are and what kinds of challenges they face - and helps to define which types of content would be most useful for solving those challenges.
3. It establishes consumer trust
Demand generation helps to establish your brand as one that people can trust. By providing value to your buyers, by sharing educational and inspirational content, it makes people view your business as one they can count on. Demand generation is a process that keeps people engaging with your brand, so even if they’re not quite ready to buy from you right now, you’ll be the first thing they think of when they are.
4. It produces high-quality leads
Demand generation gets you to focus on lead quality, rather than lead quantity. Demand generation works best when it’s targeted and specific; the content you produce must revolve around your customers, defining the problems they encounter day-to-day and suggesting practical solutions. It helps you to understand who your ideal customers are, what they’re looking for and where you can find them.
5. It generates predictable revenue
Put simply, demand generation will help you grow your B2B company. If you build interest in your business, and you capitalise on that interest with compelling and informative content, then your customer base will start to grow.
But demand generation doesn’t just lead to revenue - it leads to predictable revenue. It will help you to construct a repeatable pipeline and gives you all the insights you need to make better, data-driven business decisions.
6. It delivers strong ROI
Last but not least, demand generation is cost-effective. You don’t need huge marketing budgets to do it right. All you need is an understanding of your ideal customer and how your product or service can help them. The hard work of demand generation -creating and sharing content - is only as expensive as you want it to be.
As we’ll find out later, there are all sorts of demand generation tricks and hacks that’ll help you deliver your strategy without breaking the bank. So we can say that demand generation is the perfect choice for scaling B2B companies.