One of the growing issues for B2B marketers is demand generation. The performance of the company is usually measured in terms of leads and how many sales these leads are converted into. The market today is a buyers’ market and it is important that the marketers move forward with this trend. It has become necessary that marketers move the starting point of their journey higher up on the demand funnel. In fact, if you haven’t already started thinking about changing your demand generation strategy it is already too late and you have to start as soon as possible.
Currently, email and search remain the only drivers that are used for demand generation. However, both of these methods have their own flaws which are difficult to overcome. The search method is only able to identify those individuals who show that they are actively interested in a certain product or service, on the other hand, the email method aims at gaining leads from those individuals that have similar interests. This limits the number of people that you are able to reach at any given time and when you do reach your intended target it may be a little too late.
How Big Is Your Demand Generation Pool?
If you are still using traditional methods of demand generation then there can be a high possibility that you are fishing in a demand generation puddle. Almost 95% of the people who come to your website will leave the website without leaving their email id or any other means of contacting them. Out of the 5% of the people that do leave a means of communication 80% may not even open the marketing email that you sent. Along with these statistics, there is also the fact that most people who reach out to a sales department for the purchase are already 90% through their sales journey before they are able to find your company online. This is not enough in terms of generating demand for your company.
Changing the Game
Clear we can see that the cards are stacked against the company’s marketing departments right now. At times like these, the only thing that the players can do is to change up the game. Today’s marketer has many tools and options at their fingertips. With the help of these tools, you can not only have a wider reach when it comes to generating demand for your company and also engage with potential customers at an earlier point in their decision making cycle. It is important that you rethink demand generation and come up with new methods and strategies of gaining new clients for your company. By doing this you can also nurture the interest of the potential customer that they have early on in the decision making cycle and turn that interest into viable and sales-ready leads. Here are the major ways in which redefining demand generation can be very useful for your company.
- You can have targeted displays as well as social media advertising in order to source early leads
- You can also tailor a program in such a way that you will be able to retarget profiles from anonymous visitors to your website and your programs for demand generation.
- You can also engage with customers better with the help of targeted content delivery that can inform your clients about your company and its services.
- In addition, you can integrate multiple different channels for demand generation in such a way that it will take care of all the information that you were able to get from your companies database.
This can sometimes seem too much for companies to handle by themselves as well as take away time that you could have used elsewhere. That is why there are numerous companies that have started providing demand generation services to help their client grow their client list and make a profit. One such company is Markspace Media which is known for their skilled employees that are experts in demand generation services.