How to develop tactics to address and align messaging across all digital channels to engage with prospects and customers in a meaningful way.
Putting the Buyer’s Needs First
Today’s buyers get information online, through various sources, on their own timeframes. In response, marketers must focus on understanding each buyer’s needs and facilitating their decision process, rather than merely pushing marketing messages at them. Demand generation can help.
To get started with demand generation, you must understand a buyer’s interest area, interest level, and stage of the buying process. You can often accomplish this by analyzing their online behavior, or “digital body language.” You can then use lead scoring software to determine which buyers are ready to engage with Sales. After passing along these qualified leads, you can engage the rest in a lead nurturing program using lead nurturing software that helps maintain their interest level over time.
Why Demand Generation Thrives on Data Quality
Once you’ve gotten to know your buyers’ needs, you can personalize your B2B marketing campaigns based on this information. This will require a deeper level of personalization around targeting, timing, and content than had previously been typical, and involves the use of marketing automation software to facilitate delivering the right message to the right person at the right time.
All of this means that to succeed with demand generation, you’ll need a strong focus on data quality and data management. As you interact with prospective buyers over a longer period of time, you’ll want to ensure you keep your data clean and up-to-date. And because B2B marketing campaigns are often driven by marketing automation software to get the right targeting, timing, and content for each communication, you’ll need to standardize your data so that it can conform to automated rules for personalization, segmentation, and lead scoring.
A New View of Marketing Effectiveness
As you begin to see results with demand generation, you can adopt a whole new approach to marketing campaign analysis. When you examine the marketing funnel by buyer stage, you’ll recognize that any buying process may encompass multiple campaigns, buyers, and months. You can then begin to understand how each of those campaigns influenced buyer behavior – and how the revenue you achieved can be attributed across the many campaigns involved. This new approach to marketing analysis provides a much clearer view into marketing effectiveness than was ever possible before.