demand generation methods

Demand generation might seem like an easy marketing strategy, but it involves several complexities. You must use the proper demand generation methods to obtain the desired results. 

Contrary to popular opinion, demand generation doesn’t just focus on the top-of-the-funnel stage. Unlike other marketing strategies, demand generation focuses on every aspect of the stage funnel because you must constantly generate demand for your products and services until your prospects purchase. 

If you struggle to do this, don’t worry! In this article, we’ll explore the meaning of demand generation, the difference between demand generation and lead generation, and proven demand generation methods to boost business growth. 

What is Demand Generation?

Demand Generation marketing strategy creates awareness and generates demand for products and services. It utilizes inbound marketing techniques to reach its target audience, identify its pain points, and raise awareness about its offers that could potentially solve its prospects’ problems. 

Demand generation doesn’t seek to manipulate people or force its offers down throats. This marketing strategy understands that people can only consume so much, and several other businesses compete for this limited consumer capacity. 

An excellent demand generation strategy starts by building trust in prospects through content and engagement so that customers will think of your brand when they want to purchase. 

Demand Generation vs. Lead Generation

Demand Generation and Lead Generation have so many similarities that it’s easy to think they’re the same thing. But they’re not. As mentioned earlier, demand generation is a marketing strategy that identifies customers’ problems and positions the brand as a problem solver. It’s a data-driven marketing approach that focuses on increasing revenue. 

This strategy focuses on every phase of the customer’s journey- from the prospect to a loyal customer, and engages them throughout the demand generation funnel. Demand generation doesn’t just begin and end at the top of the funnel. It’s a continuous process. 

Demand gen vs lead gen

On the other hand, lead generation fosters a buyer’s interest in your products and services so that you can convert them down the funnel. This meaning implies that lead generation converts prospects to leads. 

The difference between both strategies is that demand generation focuses on creating awareness, while lead generation focuses on getting qualified leads to nurture them into loyal customers. 

It’s safe to say that demand generation feeds into lead generation and vice versa. They work together to achieve the ultimate goals of keeping an active and healthy sales pipeline and increasing revenue. 

If companies don’t have an effective demand gen strategy, they can’t generate sufficient inbound leads to increase sales. Plus, the demand generation stage employs effective calls-to-action and attractive offers that can be useful in lead generation because customers can now entrust personal information to you. 

10 Proven Demand Generation Methods

Here are ten effective demand generation methods you should employ in your business

1. Account-Based Marketing

Typical marketing strategies focus on sending a message to a large target audience through broad-reach media to help reach more people and sell more products. But companies who want to maximize their demand generation strategy should focus on account-based marketing. 

What does it mean?

Account-based marketing campaigns focus on specific accounts within their market and send personalized messages to engage with these accounts based on their specific preferences. According to this ITSMA Benchmark study, over 43% of B2B marketers implemented ABM into their overall marketing strategy.  

This marketing strategy helps the company to focus its marketing efforts on certain accounts, which makes upselling and customer retention easier. A typical ABM campaign includes:

  • Sending personalized emails
  • Running LinkedIn ads.
  • Leading prospects to landing pages with customized and interactive content. 

Speaking of content

2. Develop Informational Content

Since people have limited consumer capacity, it’s hard to build people’s trust when you don’t pose yourself as an authority. One way to do this is by developing and promoting informational content. This method applies to B2B and B2C audiences but is most beneficial to B2B audiences. 

People within the B2B space always seek ways to expand their knowledge to create a new brand offer or improve their professional careers. According to Contently, over 89% of marketers make content to raise brand awareness. 

Developing educational content solves customers’ problems and positions your brand as an authority. If you have the expertise, you can start by creating informational content and sharing it on relevant platforms. 

3. Send Personalized Emails

Which would you prefer- A random gift box that they shared with all the employees at your company or a customized gift box with a special note card addressed to you?

Exactly. 

Everyone loves to feel special, so personalized emails help businesses do just that. This Statista report shows that over 78% of marketers send customized emails to potential customers. Another report from McKinsey and Company shows that brands that use personalized email campaigns earn 40% more revenue than their counterparts.  

Sending personalized emails is an integral component of a successful demand generation strategy because it helps you to connect faster with potential customers and send relevant content. 

For this reason, it’s essential to partner with an excellent demand generation company like FrescoData, with an extensive database of prospects’ information, so that you can send relevant offers to the people who need it the most. 

4. Promote User Generated Content

People always think that demand generation involves doing all the work. That’s untrue. You don’t have to do all the heavy work by yourself. How do you do this? 

You do this by encouraging user-generated content on your social media platforms. 

According to a 2020 Stackla Survey, user-generated content influences over 79% of customers’ purchase decisions. It increases confidence in the brand’s offer faster than conventional brand ads. You can start by asking your followers to send pictures of your products or tools, then repost them on your page. 

If you want more participation or engagement, you could offer incentives like discounts, coupons, and tickets when they do so. 

5. Host Virtual Events Like Webinars

Unsurprisingly, virtual events like webinars have become an excellent resource for B2B businesses. This research shows that over 85% of marketers incorporate webinars into their marketing strategy because they are crucial marketing tools. 

And who would blame us? The pandemic helped people embrace the remote lifestyle, so everything else had to adapt. Now that more employees have taken up the remote or hybrid lifestyle, webinars have become more convenient for spreading information. 

Hosting a webinar is a great way to get information to a large audience at once, create awareness, and generate high-quality leads. It’s also a cost-effective method, especially for new businesses, compared to organizing physical events, and it allows you to promote your products and services without breaking the bank. 

6. Utilize LinkedIn

LinkedIn is, undoubtedly, the best platform for B2B businesses to generate demand for products and services. Over 96% of B2B marketers use LinkedIn to promote their content, reach their target audience, and increase website traffic.  

When you post consistently on LinkedIn and interact with your audience, it’s easy to build a community of people that need your offer. You could also run LinkedIn ads that lead straight to gated content to generate leads. What are the best times to post on LinkedIn? 

Well, the best times to post on LinkedIn are Wednesdays, Thursdays, and Fridays, between 8 am and 2 pm. Note that it’s not a fixed rule. It would be best if you tried different times to determine which works for your business best. 

7. Offer free services or trials.

Nothing is more powerful to customers than when they hear the word “free.” 

People love free things. They are willing to try any call-to-action, participate in an online contest, or subscribe to anything as long as they don’t have to pay a dime out of pocket. Therefore, one of the best demand generation methods is offering a free product or service for a trial period of 7 or 14 days. People will be more enthusiastic to try it out when you do this. 

If they like your offer, they will become loyal, paying subscribers (and even recommend their friends). If they don’t, you could ask for feedback when they use the product or at the end of the trial period so that you know where you went wrong and improve your strategy next time. 

Most companies don’t believe in giving freebies because nothing is free. Whatever is provided to you free of charge has been indirectly paid for by someone else. You have to devise a strategy to ensure that the cost of giving out these freebies doesn’t strain the business. 

8. B2B SEO

It’s not enough to create content that will benefit your potential customers. Your business needs to create relevant content that your target audience is searching for, and that’s where SEO comes in. SEO is a vital component of a solid demand generation strategy.

To increase your website traffic, you need to incorporate B2B SEO in all your digital resources. When doing this, you will create content or put out information your target audience is searching for using the right keywords and buyer intent data. You will boost brand awareness and reach more people using SEO correctly. 

When creating content, start with thorough keyword research, and add proper inbound and outbound links. Find ways to optimize your title tag and page URL, make your content crawlable, and do other things that will make your website stand out. 

9. Partner with Influencers

Make strategic partnerships with influencers to drive awareness of your brand. A study showed that over 93% of marketers had gotten positive results from their influencer marketing campaigns. 

Whoever you’re partnering with must have a persona that resonates with your brand. For instance, if you own a health and fitness brand, you should partner with an influencer that has gathered an audience on that theme. You could collaborate with them to do videos, make posts on Instagram, or even run ads with a link to gated content. 

You could also sponsor their live events, podcasts, and webinars, give them special discount codes on your products, or any other project they may have. The influencer and the brand will benefit from the profits of the long-term relationships. 

10. Start a Blog

Blogging is one of the most effective demand generation methods out there. 

Are you doubtful? Research has shown that brands with blogs have 97% more links than those without. It’s the simplest way to offer helpful information to your target audience and generate leads. 

Blogging helps to increase brand visibility, boost website traffic, and interact with the right audience. 

 

Utilize the best Demand Generation Method With FrescoData Today

We have covered several demand generation methods in this article. The question now is, which will you go for?

Well, you don’t have to answer that question by yourself anymore. At FrescoData, we specialize in utilizing high-quality data to generate demand for businesses, regardless of the industry. 

We have a massive database of potential customer information from different sectors and an extensive B2B email list that can help you identify your target audience and use the proper demand gen methods to attract their attention. 

Let FrescoData attract your potential customers today.

Recommended Posts