b2b demand generation best practices

3 B2B Demand Generation Best Practices You Should Follow

Demand Gen vs Lead Gen

It’s no mistake that demand generation is one of search marketing’s most difficult pain points, and as such, it’s important to understand how it differs from lead generation.

In a nutshell, demand gen is used to create awareness and attract new people to your business. From there, lead generation is used to turn those people into qualified leads and move them down your sales funnel.

But, and especially when it comes to B2B, there’s a galaxy of difference between having a functional demand gen process, and a cost-effective one. That’s where B2B demand generation best practices come in.

B2B Demand Generation Best Practices

Stay Active on Social Media

Social media has long been a small and somewhat removed part of search engine marketing and demand generation strategies in general. But where B2B, is concerned it’s not so far removed at all.

When it comes to B2B demand generation best practices, social media is ideal for everything from promoting content to interacting with C- and B-level executives in multi-point marketing campaigns. Social media is especially helpful for B2B marketers given the elongated sales-cycle B2B is known for.

B2B campaigns often require multiple points of contact with your prospects over a long period of time. Social media allows you to be ever-present in their search experience until they are ready to commit.

Why Use Social Media?

There are 3 key reasons social media is a must for these multi-point interactions:

  • Social platforms are quickly becoming marketplaces for thought leadership.
  • The “Help, don’t sell” marketing approach works best in short, casual interactions, something social media is specifically designed for.
  • Social media’s targeting abilities enhance your strategy and the keywords you target.

Integrate Your Sales & Marketing

The old way of “siloed” thinking is gone. As Google becomes ever more universal and adaptive, your campaigns need to keep up. For this reason alone, your sales and marketing teams should be sharing their data.

Your marketing team’s goal should be to create content that both engages and educates readers. The idea is to entice readers to move further down the sales funnel. A strong campaign then uses lead nurturing strategies to promote the proper content for each user at each level of the funnel, to help move them along.

This is where your sales team takes over and starts handling the marketing team’s content. Integration becomes key at this stage, as they can leverage high-quality content to nurture leads. And since your sales team has direct contact with your prospective clients, they can ask for feedback on the marketing team’s content. This allows the marketing team to adapt on the fly continuously.

Take Your Email Marketing Seriously

It doesn’t matter how much search marketing or digital marketing in general changes – email isn’t going anywhere. In fact, over 60% of businesses today still report that email marketing works for them and is consistently bringing in a high ROI.

It’s important to remember that most email campaigns see the most success when they are one part of a multi-point social strategy. What’s more, your email needs to be responsive; content should change and adapt based on how your contacts interact with it.

Consistently use your emails as a starting point in your outreach campaigns. Bear in mind that one cold email likely won’t be enough for a cold lead – but if that email has their name in the subject line and goes hand-in-hand with a follow on Twitter or a LinkedIn InMail, you’ll probably start to see some traction.

With businesses across Canada still feeling the impact of COVID-19, you might be concerned about the current state of your company’s marketing efforts. But despite the difficulties, new opportunities are presenting themselves to businesses with the savvy to respond.

If you’re hunting for a full-service agency to help with your demand gen, lead gen strategies, or any other aspect of your digital marketing efforts, book your free consultation with Asset Digital Communications founder, Mary-Jane Owen, today!