You're on a mission to connect with your target C-level executives with you, right? But, let's face...

Are you up to date with the latest marketing trends? If yes, you must know that 70% of marketers are amping up demand generation budgets in 2024!
It shows a growing interest among businesses in adopting this marketing strategy. One of the main reasons could be that demand generation within the marketing realm extends beyond lead generation. Unlike the latter, it brings high-value clients and fosters long-term customer interest.
However, to run effective demand generation campaigns, you must know all the crucial aspects of it. So, here's our well-detailed guide for your service. It has our expert
insights and tactics for running an impactful demand gen campaign.
Let us start unfolding details about the demand generation marketing strategy.
Demand generation is an umbrella term covering your entire marketing funnel that includes stages like:
Thus, you can see that this strategic approach involves the entire customer journey, from initial interest to retaining customers.
The strategy focuses on evaluating your brand's existing awareness among potential audiences. From there, the focus shifts to finding effective ways to introduce your brand to a new group of buyers. It shows how potential customers perceive your product or service.
The ultimate goal is to foster and strengthen this relationship by building trust and establishing authority. Demand generation is about creating a positive and lasting impression throughout the customer journey.
Now, let's break down the four components of an effective demand generation campaign:
Inbound lets curious folks come to you in a busy marketplace. On the other hand, outbound enables you to reach out to high-value prospects without waiting around. These marketing approaches create a dynamic duo, reaching out and pulling in potential customers from all directions.
Once you get your potential customer's attention, this touch point requires you to arm your sales team with the right tools. Sales enablement is like providing them with knowledge, resources, and strategies. It ensures they're ready to swoop in and seal the deal when it is right.
You made high-value customers purchase from you, but the campaign doesn't end here. You must maintain a thriving relationship with your customers, ensuring they remain happy and loyal. It's about making them feel valued and appreciated so that they stick around for the long haul.
You need to quantify the impact of your campaign and see the tangible results. It helps you understand whether your demand generation strategy brings in customers and boosts your bottom line.
Further, you'll learn the three pillars of the demand generation campaign.
Three demand generation pillars encompass the entire demand generation funnel stages of the campaign:
It is the first pillar of your demand generation campaign. It refers to your proactive efforts and strategies to identify and reach your target market. Your focus here is to generate interest and desire for your products or services among potential customers.
The next pillar involves discovering buyer personas among your vast target market. Here, your sales and marketing teams must collaborate to thoroughly research and agree on the perfect buyer persona for your products/services.
You aim to create consistent messaging that resonates with your target market to capture them within your sales pipeline. Such messages can prompt your prospects to take further action.
This final pillar keeps your demand generation efforts impactful. Here, you optimize and manage all vital touchpoints your potential customers go through. Management can require you to use CRM tools to promptly attend to your prospects' needs.
You are now well aware of what a demand generation campaign consists of. But, you may still struggle to cover all the aspects while generating and retaining demand.
Thus, here is the demand gen campaign framework for the best outcome:
Make your target market aware of your product upgrade or new launch.
Your target market should include customers who find your product or service helpful. In return, they should bring enough value to grow your business.
Usually, they should be able to use your product to make more money and also:
Your target market may include audience groups that:
Now that you learn who to target, begin the process of generating awareness and interest for your product. Follow these methods to ignite your product's demand among your target audience:
Your above proactive outreach approaches will help you collect interested B2B leads in your marketing pipeline. But, you need to focus on prospects whose attention deserves to be captured by your upcoming efforts.
Thus, establish a persona qualification framework such as:
These will help you narrow down which prospects are likely to turn into sales opportunities.
To capture such prospects' attention, share a consistent messaging across touchpoints. It will keep them updated with your offerings and help you stay on top of their mind when they decide to purchase.
Being present across touchpoints your audience passes through gives them enough data to consider and evaluate your product/service.
Some common touchpoints for B2B buyers are:
Engage them in warm calls and address their interaction with your shared content.
The consideration and evaluation stages will further narrow your target prospects' list. But you still need to push them to choose your service.
While evaluating your offering, your optimized touchpoints may turn prospects into sales opportunities. It's the period in their customer journey where they need a reason to choose you and stay your customer for the long run.
Thus, you need to streamline the effectiveness of your touchpoints for each opportunity passing through them.
Here's how you can do so:
Implement a CRM system to store and manage your target customer information in a centralized location. It ensures a seamless collaboration between your sales, marketing, and customer service teams.
Thus, they can access and share relevant customer data timely. Embed lead scoring within the CRM to identify and assign sales opportunities to appropriate sales representatives and departments.
Perform active prospecting by guiding your opportunities through the sales funnel. Drip campaigns are one of the best ways to do so. Use personalized content based on a particular touchpoint.
To improve it, set your pre-scheduled, targeted email deliveries based on the opportunity's action triggers. It'll make the campaign relevant and engaging.
Provide additional valuable content to your sales opportunities through hosting online workshops. Ensure the inclusion of interactive sessions, such as Q&A sessions, polls, etc. Based on their interactions, keep following up with targeted communication through:
Employ other lead management tools besides CRM and its built-in scoring feature. It will ensure you are all set from the technical point of view. These are as follows:
You know what's working and what you need to improve through the three demand generation pillars. Thus, here is the list of metrics you must track while your prospects pass through each pillar:
Track the below metrics to see how your target market reacts to your outreach:
Track the below metrics to find out whether prospects are in your favor after evaluating your offering:
Track the below metrics to see how successfully your efforts are leading to conversion and retention:
Strategic planning, targeted content, and non-linear engagement are pivotal in crafting a resilient demand-generation campaign. Revnew stands out as the ideal demand generation partner, offering expertise to amplify brand visibility and foster sustained interest and demand. Elevate your campaign with our experts for unparalleled success.
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