In the previous post in this series, we discussed growth hacking vs growth marketing, and why the latter is better for B2B growth because it embraces a long-term approach for sustainable results by taking the time to invest in the brand and its buyer persona. In this post, we’re going to discuss demand generation, what it is, why it’s important, and relevant growth marketing strategies.
What Is Demand Generation?
Demand generation builds brand awareness and credibility to engage an audience, so lead generation can then engage this audience directly. Before generating leads, a B2B vendor must first generate demand. That means fostering awareness and trust before entering the sales funnel.
To start, B2B marketers need to get the right message in front of the buyer persona. That means consistent branding across social media platforms, websites, paid search campaigns, etc. The goal is to create a sustained positive impression that makes buyer personas more likely to trust the brand when it offers solutions to their problems.
Why Is Demand Generation Important?
B2B buyers can spend up to a whopping 90 per cent of their time educating themselves during the buying journey. With all that knowledge accumulation, B2B buyers are almost 60 per cent on the way to a decision before reaching out to a sales rep.
That may seem like you have precious little influence over their decision process, however, the good news is that most buyers need to hear a brand’s message three to five times before they believe it. By developing a thorough demand generation strategy, you can account for every touchpoint in the buyer’s journey, building awareness then credibility during the funnel, so that when they’re finally ready to reach out to you that level of trust has been established.
What Are Some Demand Generation Strategies?
Demonstrating thought leadership is a great way to build awareness and credibility. With regards to how to best deploy that content, B2B marketers need to be flexible to find the best channels to target buyer personas with the right message. Again, consistent messaging is crucial to avoid confusion.
Here are some stats to consider:
More than 80 per cent of marketers say video helps attract more leads and increase conversion rates.
Organic search accounts for 70 per cent of B2B traffic.
Almost 60 per cent of B2B organizations say email marketing is their best tool for sales.
- Social Media
LinkedIn is the most popular B2B social media channel as 65 per cent of B2B firms attract new clients using the app.
Over half of B2B clients say they prefer buying from companies that create their own content.
As you can see, there is no shortage of options for developing a demand generation strategy. Be sure to do your due diligence to determine which channels should be prioritized for your buyer personas.
We Can Help
Looking at all these potential channels for a demand generation strategy can start to feel overwhelming. Let Pulsion handle your digital marketing, and we’ll help you exceed your growth targets. Our team of experts can optimize your content, website design, social media presence, and more.
To learn more call 1-866-507-8275 or visit our website.