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Demand generation is identifying your ideal prospects and crafting a marketing pipeline to convert them into customers.
Think of it as a strategy that answers your customers questions and attracts them to your products or services.
With that said, lets get started.
What is Demand Generation?
Demand generation is a marketing process focusing on creatingawarenessand increasing the demand for your products and services.
Lead generationand demand generation can easily be confused, but the two have a thin line of differentiation.
Lets understand demand generation first.
Its focused more on gaining an audience and increasing the visibility of your business in front of customers.
Whereas lead generation only focuses on converting qualified leads into paying customers.
It generally forms the bottom of the marketing funnel.
Here, customers are already aware of your offerings and considering the available solutions in the market.
It wont be wrong to say that lead generation is the outcome of your demand generation efforts.
Why do we say that?
Because now the customers are already convinced and ready to make a purchase.
All you gotta do is handle these clients to your sales team to convert them into paying customers.
Consider it as creating a marketing funnel for your customer avatar.
And then, what steps would you take to convert them into paying customers?
These goals can be as specific as getting a sale, downloading an ebook, or combining different KPIs.
Generally, these goals help you determine the behavior of your target audience and draw a conclusion.
Tocalculate the ROIof your campaigns, you also need to have a strong understanding of analytics and customer insights.
Additionally, having the right tools to track KPIs is crucial for success in this process.
you could say it combines B2B attraction marketing and establishing your company as a brand in the industry.
#1.
Customers often check the reviews before committing to any product, and positive reviews are a proven catalyst.
#2.
Use Content Marketing
Content marketing is the most widely adopted marketing strategy to attract and engage customers.
Social media is free, and you’re able to consider these platforms for identifying your customer avatar.
These platforms make it easy to run paid social campaigns and build a dedicated community around your products.
Account-based marketing refers to catering to a specific high-value customer group that provides recurring income and demands dedicated support.
Videos dominate the internet and gain the highest engagement rates compared to images, infographics, and text-based content.
For example, you must have noticed the growth of your favorite YouTube channels compared to the blog-based publishers.
Generally, customers look up to authority influencers in the industry and use their recommended products.
#3. you should probably start distributing your content on different channels to get the necessary traction.
One of the best ways is to build an email list and run email marketing drip campaigns.
Sending emails to your customers makes them aware of your newly published articles and engages with your brand.
#5.
Optimize Campaigns
To get maximum results out of your marketing campaigns, you gotta optimize them constantly.
you might track your key indicators and analyze the data to understand your performance.
#6.
However, you might solve the problem with the help of demand-generation automation tools.
Suppose youre thinking of running paid ads for demand generation.
#7.
Generate Performance Reports
Weve already covered the importance of setting measurable end goals.
Generally, marketing teams opt for a monthly reporting system because there might be some incidences of insufficient data.
The reasons can be many external factors like holidays or other geopolitical events.
It also enables you to create a line of upcoming tasks that can improve results in the coming months.
