Demand Generation: How It Helps Your B2B Company

A recurring error in companies is to create a gap between the areas of Marketing and Sales. As much as they have the ultimate goal in common — to close more transactions — they end up not working together and damaging the performance of the company as a whole, which makes the application of a B2B demand generation strategy fundamental.

The more distant they are, the worse they will perform independently, which can end up making it difficult for your company to achieve the objectives set. As attracting potential consumers is fundamental to increase interest in your products and services, you must use different resources for this work.

By awakening this interest in your audience, you can strengthen your brand and increase your chances of success. Let’s get into the the importance and benefits of adopting a B2B demand generation strategy within your company.

What is the importance of integrating Marketing and Sales?

Any company that has integrated internal processes tends to stand out from other competitors. After all, all teams work together toward the same goal.

A study by TAS Group indicates that companies that encourage joint work between the two departments can register a 36% increase in the retention rate and 38% in the number of successful transactions. The revenue generated by marketing actions also tends to increase, with an increase of up to 208%.

The same survey indicates that only 27% of the leads sent by the marketing team to the sales team are qualified. In other words, the chances of closing a transaction become much lower, with a cold contact being handed off to the salesperson and, as a consequence, becomes a waste of time and resources.

Therefore, any business can directly benefit from the union between these two department that are so important for the attraction and conversion of leads. The good news is that there are many ways to do this work and one of them is investing in a B2B demand generation strategy, engaging consumers with more precise messaging.

What is demand generation and what is its impact on your business?

According to a DemandGen Report survey, about 95% of Internet users choose the company that offers the most relevant content and indicated for each stage of the funnel. Precisely what a B2B demand generation strategy has as its objective: materials that arouse interest in your solutions and products.

In practice, this concept represents the focus on creating brand awareness and increasing consumer interest in its products and services.

This strategy is often confused with lead generation, which seeks to get information from consumers in exchange for relevant content. Meanwhile, a B2B demand generation strategy focuses on educating potential customers about a given problem and showing how your company can offer the solution.

The great challenge here is to understand that it needs to be divided into stages. Thus, your Marketing team will be able to offer what the consumer needs according to their level of education until that moment, for example. Demand generation also works with a customer journey:

  • Show customers that they have a problem
  • Position your company as one of the possible solutions to this problem, presenting the benefits
  • Finally, it’s time to differentiate yourself from the competition, showing the functionalities, values, and differentials that set you apart.

What are the possibilities of implementing this strategy?

What can you do to apply a B2B demand generation strategy? To facilitate this task and help you find the best ways to get closer to the consumer, we’ve put together some examples.

Create a free tool

Creating a free tool can be an ideal solution to strengthen the relevance of your company within your market segment. After all, more customers will visit your pages and the feature offered can even serve as a routine query.

For your business, this is great, since more potential consumers can have contact with your brand. In practice, it’s a way to attract users’ interest without asking for anything in return.

Publish relevant content

A study by the Content Marketing Institute (CMI) shows that between 60% and 70% of the content produced is useless because it is irrelevant to the public. In other words, it is no use just creating, you have to deliver materials that are, in fact, useful for your audience to solve a problem or even to discover that you have a problem.

The same survey shows 75% of users are looking for content that has fewer sales pitches and more solutions and commentary on relevant issues. So focus more on solving your audience’s problems than promoting your brand.

Explore the different content formats

It’s necessary to diversify what you will offer to your audience. The first step may be to understand what your audience is looking for and then decipher what works best to achieve the goals you have set. Visual content, like videos and infographics, are examples of materials that can be used.

Promote your actions on social networks

It is essential to explore the channels most used by your audience, such as social networks. There’s no better tool than social media to create a more natural and faster connection with your audience. When the idea is innovative, you will generate buzz and strengthen the relevance of your brand.

Optimize your content with interactivity

The contents need to be useful, but they need to become even more relevant with personalization through interactivity. Counting on tools such as ion Interactive, for example, can facilitate the work of producing content, creating pieces with higher engagement and relevance, and attracting more potential consumers.

What are the advantages of using B2B demand generation?

When creating a B2B demand generation strategy within your company, what are the main advantages and benefits? So that you have no doubts about the positive impact this can cause, we separate the reasons for you to start producing content that is increasingly relevant and captivating for your audience.

Strengthens brand awareness

In such a competitive market, consumers must know your company and know exactly what the differentials of your brand are. With rich content that awakens the interest of consumers, the trend is that the digital presence of your business is solidified, becoming a reference within its segment.

Attracts more qualified leads

The work of attracting leads also becomes more natural, with consumers who have chances of closing a deal being delivered to the professionals of the Sales team. The more qualified the leads are, the higher are the chances of closing new deals, with consumers interested in their products.

Cost reduction in the customer acquisition process

As the main benefit, the cost of acquiring customers is also reduced considerably, which means better use of available resources throughout the process. Fewer steps — and time — are required to convince the user that your solution is indeed the best option for them.

Increase revenue

The more people that are interested in what you have to offer, the more they will get in touch with your brand. In practice, this increases your revenue, since the more significant number of customers being acquired at a lower cost will generate a better cost-benefit return.

Creating a B2B demand generation strategy will provide your business with countless growth possibilities. Therefore, it is vital to count on partners such as Ion Interactive to create personalized, attractive, and relevant content for your target audience.

Now that you know how important it is to apply a B2B demand generation strategy within your organization, how about checking out some examples of actions you can use to increase consumers’ interest in what you have to offer? Check out 5 interactive content examples that will engage your audience.


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