Elevate Your B2B Success with Innovative Demand Generation Strategies
Elevate Your B2B Success with Innovative Demand Generation Strategies
Blog Article
B2B demand generation has evolved, and expectations are higher than ever. It is no longer adequate to simply meet lead quotas.
It can therefore be argued that B2B demand generation is different, with expectations being raised to a higher standards. That was the misconception; one no longer has to manufacture leads sufficient for fulfilling the weekly or daily quota. Today’s marketers need to work on building concrete possibilities for business to generate its revenues in the existing sales cycle not damaging the positive brand image and at the same time establishing sustainable development. Greater data, business intelligence, and integration between Marketing and Sales are needed for this:
Introducing "Opportunity Generation"
Opportunity generation extends beyond generating explicit demand, which merely requires creating consciousness or mass prospects for the purpose of list selling. It involves the employment of various tactics, media and information to identify perfect customers and develop possible turns that are commensurate to your revenue objectives. These opportunities can be Marketing Qualified Leads MQLs or sales ready leads that have been fingerprinted by BANT. The idea is to map these opportunities to one’s particular business objectives and develop a strategy for further interaction.
Lead Gen vs. Demand Gen
Leads generation is a part and extension of your internal generation of leads list that is augmented with data and insight only a Strategic Partner can offer. It is all about keeping your pipeline full with the prospects of the current and future revenue growth.
It is, therefore, worthy to distinguish between Lead Generation and Demand Generation.
Lead generation is normally considered as a transactional one and directed at collecting the contact details. However, this approach is usually shallow and there is high possibility of getting poor quality leads who barely even interact with the product.
On the other hand, Demand Generation has the prospect of developing an enduring connection with a client and feeding the client valuable information. It lets prospects connect at their own convenience, but it also has its drawbacks: As a rule, you cannot immediately monitor their activity and, more importantly, you can hardly classify prospects by expected interaction rates, preferring to engage those that would definitely be interested in your offerings.
Building Blocks of Opportunity Generation
To elevate your demand generation strategy, focus on:To elevate your demand generation strategy, focus on:
- A Clear Revenue Strategy: When your partner offers these opportunities, the partner needs to appreciate how you will leverage the opportunity to propel your revenue.
- Comprehensive Data: Instead of sending out promotional messages to a large number of unrelated recipients, make use of demographic and firmographic data as well as data regarding the intent of the recipient.
- Real-Time Accuracy: Your partner should be clear about the sources of their data, so the opportunities they give you are new and practical.
- Commitment to Quality: Each touch point of the prospect should create positive touchpoint memory and set the person up for the next step in the sale process.
- Transparency and Agility: This way one can easily alter campaigns and make sure that they are back on track in case they have gone astray.
- Strategic Partnership: Routinely analyze the outcome and develop a cycle of regularity of generating revenues.