In today’s industry, the effectiveness of a demand generation marketer is no longer solely determined by the number of news leads created. It is increasingly difficult for B2B marketers to organize demand generation across numerous channels, produce new quality leads that convert into opportunities, and credit new income to marketing efforts. While efficient demand creation necessitates the adoption of a whole funnel attitude, determining the specific activities and tactics to employ is not always straightforward.
Either it’s simple, or it’s not. Top B2B marketers must devise strategies for keeping their funnels brimming with qualified prospects. Every good b2b demand generation agency’s manuals contain a slew of B2B demand generation tactics that you can use to your advantage. Your sales team will be able to use these techniques to generate large numbers of leads, turn those leads into sales opportunities, and track demand generation metrics to be more effective in the long run.
Become an industry expert
This helps you position your organization (and yourself) as an industry thought leader while building demand for your product or solution through your owned media channels by providing helpful industry insights.
Minimize repetition
Some of the most effective B2B marketers may not necessarily be working at a faster pace than you are currently doing. In many cases, they’ve discovered some fantastic techniques for repurposing their work when the situation calls for it.
A team at Microsoft tasked with “thousands of marketing techniques every year, across more than ten distinct brands (Office, Azure, PowerBI, and others)” is led by Charles Eichenbaum, director of marketing technologies and applied artificial intelligence.
By establishing templates, the Microsoft team has gained economies and the capacity to scale marketing management activities across a variety of different Microsoft products. Charles stated that tokenizing everything in their marketing automation programs, from emails to landing pages, has proven to be one of the most time-saving strategies.
Improve audience insights with paid social advertising
It is important to use LinkedIn paid advertising as a tool for better content targeting, data-driven distribution, and getting new audience insights. Testing different audience segments’ click-through rates will help you optimize the targeting of your content assets and acquire more precise information about your audiences.
It is possible to uncover job function-level targeting in your paid social advertising by regularly measuring the results of your branding campaigns. This will not only enhance conversions but will also help you achieve a reduced cost per lead. The ability to work more efficiently is something that should be taken advantage of whenever possible. This could include recycling landing page templates or automating lead processing.
Know that sales alignment is not a one-time effort
Be prepared to be disappointed if you believe that your marketing staff will one day achieve harmony with sales and customer success. You will then experience harmonious synchronization as a result of this alignment.
You need to make a good plan for success, and continuous work is required to achieve organizational alignment. The most effective B2B demand marketers are constantly refining how they cooperate with sales and customer success to provide better customer experiences.
Get out of your comfort zone
If your target audience likes unusual content topics, go ahead and use them. If the most extensive research study anyone in your sector has ever undertaken is what it takes to really wow, then go ahead and do it. Prepare yourself to impress.
Make room for mistakes
Is it realistic to expect dramatically superior results if you use the same campaigns, content assets, and third-party distribution relationships on a quarter-to-quarter basis? In most cases, no.
When it comes to demand creation, B2B marketers rely on tried-and-true channels such as your company blog and in-person events, but they also leave leeway to experiment with new media and methods.
Remember, you are human
Some tasks, such as lead data verification, should absolutely be performed automatically. Other things, on the other hand, should not be considered. You can’t scale the human parts of marketing, which are ultimately responsible for attracting prospects into the sales funnel in the first place.
Don’t get unreasonably attached to technology
Technology alone cannot solve all problems. Considering the current situation of the marketing technology industry, that is a rather significant remark, especially coming from a software business. However, it is correct.
Your technology will not be able to remedy a faulty process or a dysfunctional culture. It will not generate demand for you, but it will automate manual tasks, allowing you to devote more time to strategy development. The role of technology in demand generation is crucial, but it is not the only factor to consider.
The Bottom Line
The use of a single demand creation instrument, approach, or channel is not guaranteed to produce results for your B2B company under any circumstances. Today’s most effective demand generation marketers are constantly finding new ways to measure their results, achieve efficiency, and improve their overall approach. Prepare to venture out of your comfort zone and accomplish extraordinary outcomes.
