More than half (68%) of B2B companies find it extremely difficult to generate leads. The fact that only 13% of leads ever convert, multiples the stress for marketers. 58% of marketing leaders agree that brand is a top determinant of buyer behavior (Gartner). Yet, maintaining the relevance of a brand is a top challenge for 35% marketers (Gartner). Another statistic reveals that a majority (70%) of businesses is unable to extract value from data.
These findings may seem disassociated on the surface. But they directly impact your demand generation strategy. When marketers struggle with brand awareness, personalized engagement, and data utilization – three core components of demand generation – how do you set your brand up for success?
Quality lead generation is a significant outcome of demand generation. But without strong brand awareness and data-backed buyer engagement, demand generation and consequent lead generation, both suffer.
What’s Ailing your Demand Gen?
There could be many factors affecting the effectiveness of your demand generation push. Let’s explore a few of the most common issues:
- A Lack of Understanding of the Target Audience: More than half of marketers do not know the demography of their target audience. More than half of them is unaware of their audience’s buying behavior and preferences, and most marketers are unaware of their buyers’ pain points. (HubSpot)
- A demand generation strategy that is not supported by a solid understanding of buyers, fails. Efforts to generate demand fall flat because you are targeting the wrong people. The resulting leads do not matter, either.
- Insufficient Technology Expertise: Without the right use and deployment of marketing technology, you cannot amplify reach or get the right message across to the right prospects at the right time.
- Dearth of Data Expertise: The right data are key to taking action to persuading prospects to take the next best actions, across the sales funnel. Without effective data, decisions made to engage prospects at critical touch points are just guesswork, leading to disengaged prospects and missed leads.
3 Strategies that Drive a High-Performing Demand Gen and Deliver Better Leads
A demand generation strategy creates brand awareness, engages audiences, and brings in leads. The base for healthy demand generation is laid in building credibility and trust in your target audience.
A combination of the strategies discussed below delivers better demand generation results, including better quality leads.
Boost Content Syndication
Capture the attention of the right audience by publishing your most valuable content on platforms with high reach, frequented by your target audience. Leads derived at this stage are the most relevant because they come from prospects that either need your solutions, or are interested in them.
72% of B2B buyers expect personalization during the discovery phase of their purchase journey (Adobe via Adam Connell). With its ability to facilitate niche-based personalization, content syndication reduces ineffective leads and enables faster conversion opportunities.
It’s incredibly important to choose the right content syndication and distribution partners, such as FinalFunnel.
Pay Attention to Account-Based Marketing (ABM)
ABM creates demand in a highly relevant audience truly in need of your solutions. Demand generated by ABM’s high-precision reach delivers sales-ready leads.
With the right approach, ABM drives large deals and contributes to an astounding 77% of revenue (Forrester via The CMO Club). 76% of marketers state that ROIs are greater with ABM than with any other strategy.
However; ABM success depends upon:
- High-precision ICP-building
- Data analysis
- Content-targeting at precise timing
- Buyer-focused account engagement
- Hyper-personalized campaign execution
Businesses are increasingly turning to strategy specialists such as FinalFunnel to derive the comprehensive benefits of a well-orchestrated ABM campaign. Such B2B partnerships are crucial, say 95.9% of leaders in marketing and 98% of leaders in sales (PARTNER2B).
Enhance Event Marketing
A majority of marketers (70%) regards event marketing as a critical strategy for marketing success (Forbes via Adobe). By bringing audiences face-to-face with brands, events such as webinars, seminars, and placing booths at live events showcase brand authenticity and cultivate audience trust.
Events generate demand by building brand awareness and motivating conversions on the strength of brand recall at critical touch points.
For events to help a brand’s demand generation efforts, it’s important to:
- Reach the right audience at the right time
- Choose the right events and channels for promotion
- Use the right technical infrastructure for maximum reach
- Leverage personalized engagement to wow audiences
With FinalFunnel’s event promotion services, you make the desired impact and generate impressive event participation, all within the given time and budget.
Key Takeways
Demand generation provides incredible benefits, including lead generation, when done well. Better results are easier to achieve with accurate ICPs and data-backed engagement.
Correct content syndication, an amazing ABM strategy and effective event planning and management can help you skyrocket your reach and bring in higher-quality leads than ever before.
How FinalFunnel Can Help
FinalFunnel has the automation tools, campaign management infrastructure and B2B strategy-building expertise to make your demand generation process simpler, and the results even more effective.
Get in touch with us for a consultation. For smart tips on quality lead generation through demand gen, follow us on LinkedIn.
