Demand generation can be understood as a wider term that covers all activities targeting potential customers, which are aimed at making them aware of your brand and services. But it is not just that. It is more strategical than most of us understand it to be. It is backed by data and is designed carefully to target the audience that is more likely to respond to it. Demand generation can be tough sometimes, especially when you are doing everything you can and it is still not working.
This article highlights some common faults that might be keeping your demand generation strategy from giving the desired outcome. Most often, it is not something that you are not doing but it is something that you are not doing right. Further, there are also suggestions that can help you fix what is wrong.
- Not measuring the outcomes properly.
It is important for a demand generation company to measure the outcome of your strategies closely and precisely. You might not want to sacrifice quality over quantity. Therefore, there are good chances that people responsible are not measuring the outcomes properly and because of that your overall demand generation is suffering.
Here’s how you can fix that.
– Track web analytics
Tracking the goals using Google Analytics helps you identify the valuable on-site user behaviors and lets you know which marketing channel has brought the results. Further, with the help of UTM parameters, call tracking, and multi-channel, it becomes clearer.
– Watch your CRM
The amount of data passed from web analytics to CRM can be one major fault line. The poor data quality or erasure of important data along the process can give you results that are not necessarily true.
- Strategies are based on faulty data.
Limited measurement of outcomes results into another fault, which is bad data and further, it affects the strategies too. So, it is one thing to closely watch. It is important to segment the data. For example, if you have left an open text field rather than a drop-down, the amount and variety of data that you will receive will be overwhelming. A disorganized CRM leads to wastage of data. So, with bad data, it is quite possible that by the time you start with your demand generation campaign, the audience is completely new and the data you have becomes obsolete.
Here are a few tips to avoid this mess:
– Make sure that the data that goes into your CRM is clean.
– Further, it is important to segment this data and the needs for it.
– Next, focus on creating and distributing content to these segments.
– Based on the new CRM data, refine your campaigns once you have done the above steps.
– Keep repeating these tactics.
- Narrow Influence
Narrow influence of the demand generation techniques can be a big cause of their failure. It has been observed that even the well-targeted tactics are bound to fail when they focus just on the prospects’ benefit. A situation, sometimes, arises when there is a conflict before sales arrive and the marketing has no idea how to solve it. Therefore, it is suggested that the techniques you use have a wider scope and don’t just focus on the prospects.
In the world of late, only those demand generation techniques are successful that are capable of solving the larger issues of prospects and have the capability to expand methodically. Also, once you have started, it is important to watch the whole process closely. Experts emphasize experimentation a lot in order to find out what works for your organization. The breadth of the strategy and the number of campaigns, creatives, and partners should be watched. Another thing to consider is the potential and investment. All of this combined will give you a strong demand generation strategy.
If your demand generation strategy needs some fixes, refer to the article above or you can get in touch with a demand generation company like ours.