DEMAND GENERATION: USE IT TO YOUR ADVANTAGE

Demand Gen can be extremely agonizing. Companies tend to get cold feet by the very thought of it. Reason: Too many unknowns. The lack of credible measurement systems, the experimental nature of the campaigns and the uncertainty associated with the outcomes, makes it hard for any marketing leader to justify the investments that they would need to pursue this approach. An uncharted territory for many. However, the inherent benefits far outweigh most of these challenges. A well crafted demand generation strategy, upon a successful transition, will result in:
- A stronger pipeline
- Improved quality of leads
- Lower customer acquisition costs
- Increased affinity towards the brand The real investment though is that of the TIME. Once businesses get past the initial turbulent phase of learning & adapting, 6-18 months, can be rest assured of a steady stream of opportunities and revenue acceleration, which would otherwise be impossible to achieve. In an increasingly crowded marketplace, the demand gen framework is exactly the kind of ammunition that every business needs today. Use it to your advantage. Re-vitalize customer acquisition efforts.

DEMAND GEN PHILOSOPHY: NURTURE BEFORE YOU CAPTURE

Nurture before you capture. One of the crudest forms of customer acquisition is the one that is done using landing pages. When we know 95% of the prospects are not ready to buy, making them fill forms only seems like an act of desperation. Instead, give them a free ride.
- Help them discover the product all by themselves.
- Engage with them in ways that offer insights into their intent.
- Equip them with tools & resources that help in choosing the right solutions.
- Give them an unforgettable experience as they navigate through the website. Trust me, you will be overwhelmed with enquiries. In the era of short forms and short memories, marketing campaigns that are conceptualized around empowering the end user is how you build brand affinity, gain competitive advantage and influence buying decisions. Trading these long term goals with short term needs is neither a viable tactic nor a sustainable strategy. B2B journey is complex and so are the efforts that go into capturing the imagination of your prospects. Any attempt to expedite that process will only be an exercise in futility. So, play the long game. Focus on creating memorable experiences. Stay the course. Results are a natural outcome !

LINKEDIN AS: A B2B MARKETING TOOL

A simple LinkedIn strategy:
Participate. A viral LinkedIn strategy:
Letting everyone on your team to participate. Employee generated content is one powerful medium that could change the whole complexion of your social media game. Conceptualized around driving engagement through meaningful interactions, its real potential though lies in accelerating the reach and amplifying the impact, of such campaigns. Banking truly, on the community-led growth philosophy. The process of ideation and delivery too couldn't be any simpler:
- offering a perspective
- narrating a predicament
- expressing a point of view
- or even better, sharing a pro tip Just giving away all the good stuff. What you need is a coherent framework and some guiding principles for the decorum. Companies need to rethink of their social media existence. It's too big an opportunity to be ignored. A marketplace that is currently being dominated by the new age CEOs and marketing leaders, who are constantly pushing the envelope. And successfully so. Many are still playing catch-up. One post /employee/month.
Can anything get more viral than that ? Internalize it. Incentivize it.

Demand generation is a way of life, it is used as a mechanism to inculcate a customer centric thinking among the marketing teams. Marketing agencies that understand a prospect's online behaviour are rare and we at ProspectBee proudly claim to have mastered this skill.

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