10 Tips for More Effective B2B Demand Generation


November 17, 2016

Your service or product could be the best option in the market, or it might even be the best available option. Still, people must increase your demand generation while also nurturing your leads. To help you on this subject, we’ve made a list of ten quick tips to help you develop this area, which sometimes ends up overlooked.

Don’t stop nurturing leads.

Both demand generation and lead generation are focused on adhesion, but they both work simultaneously. So you don’t focus on just one at a time, and you must be creating interest in your product while also increasing your lead nurturing activities.
Don’t forget how important it is to deliver content, offer help and guide them towards a solution and through the whole sales process even after the deal has been sealed.

According to stats gathered by Hubspot, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost, which shows why both have to be kept close together at the same time, without letting go of either lead or demand maximization.

👉  Related post: 9 Demand Generation Mistakes to Avoid

Check your rebound numbers

If a prospect enters your site but leaves immediately, it is considered a rebound. As a marketer, your role should be to engage them enough, so they stay and navigate for the longest time possible for your Inbound marketing strategy to be effective.

Keep your landing pages fresh.

Even if visitors read your blog and know your Brand as one that helps, as long as they don’t become leads, it is possible they won’t become customers, which makes it important always to check what you’re offering.

Are your landing pages working? Have you double-checked your eBooks, so they’re still relevant?

These points could be key when they decide to give you their information and become leads, but also having interesting offers and new calls to action will increase demand by showing your site as an active one.

👉  Related post: The Knowledge Behind Inbound Marketing

Check your language

Never forget about your buyer personas. If you’re selling a product or service for a specific market, talk to them in their language and focus on the pain points and challenges they face. If you think you’re doing it well, but the numbers don’t add up, maybe it is time to go back to the drawing board.

Check your actual customers and qualified leads and compare them to the Buyer Personas you’re already using. Do they match? Are there patterns to follow? Maybe your prospects changed over time, and it should be good to rethink your strategy.

Maximize organic visitors

We’ve been talking about developing content for people who already visit our website, but what if they are not logging in through organic traffic?

There might be a problem in your SEO strategy that makes you not appear in search engines when users are looking for a solution to their problem?

Check your keywords and all SEO tools you’re using, such as internal and external references, to make the most of it and go up in the Google charts, gaining an invaluable advantage in the most important traffic engine in the world.

According to a study done by Moz.com, almost 73% of organic clicks done in Google come from the first page, and 56% of these go straight for the first option, which is there thanks to a good SEO strategy and is a spot that could be yours.

👉  Related post: Inbound Marketing Strategies to Increase Lead Generation

Improve social network presence

A good presence in social networks as Facebook or Twitter doesn’t always imply you need a Community Manager all day managing these networks. Still, it is mandatory for you to keep an organized plan of structured content and display management.

It is possible that when people look for your products online, the first thing they will probably look for is your social media accounts. Because of this, they shouldn’t just have the company’s personal looks and works, but it should also look updated and with a certain level of human touch in it, even for sharing the blog’s content.

People tend to trust more in products and pages when they see a person working behind them because if they see a fully automated page, it might even create a bad impression.

Email strategy

Although it might look like an outdated strategy, Emails are still a reach medium that can be useful when generating demand, but due to its bad practices and old format, extra care should be done when creating them.

Don’t build long emails or just centered around the benefits of your products because they might be seen as spam. Instead, use your email marketing campaigns to offer help through Ebooks or use it to keep in touch with your clients. 

Offer free trials or exclusive demos.

We get it. Offering stuff for free could be scary. Giving away your products or service for free will cost money, and there is a chance that a high number of prospects will get to this level, but our goal should be to have qualified leads that turn into customers and letting them try your product for free is the best way to delight them.

Taking care of your current customers

One of the main differences between lead generation and demand generation is that in the latter, work doesn’t just end when the sales process is over.

Taking care of your clients can maintain the image your customers have of your brand and can improve trust with your name. Still, it also ensures they will give you more information for you to be able to develop future strategies with that qualified and ideal profile in mind.

High-quality content

The best way to achieve good demand generation is by maximizing what you’re doing in your blog, investing more in it, and expanding what you’re actually offering inside.

Blogs, videos, infographics, and whatever you can come up with could be key for other websites that share the same line, get interested and quote you, not only expanding its reach but also validating your product or service as a trustworthy one that will attract new prospects and keep current ones as future promoters of your good service, help, and resources you’re offering.

Do you think other tips might improve demand generation? 

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My name is Izzy and I am a co-founder of CRM Toolbox, an award-winning HubSpot Solutions Partner. I lead our team of consultants who provide professional guidance to help businesses implement the HubSpot CRM platform migrate, integrate their tech stack to HubSpot to create a seamless environment for sales reps to use. There is nothing I love more than solving the challenges that come up when someone wants to migrate an old system or integrate their tech stack with HubSpot - it's like a puzzle!

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