How Can You Tweak B2B Demand Generation Efforts for Improved ROI?

 Your audience has changed. Yes, that is the truth. And by this, we mean that the way the audience responds to marketing efforts has transformed.

Now potential customers don’t want businesses to buy their attention but earn it. This precisely means that companies in the digital era need to gear up and revamp their B2B lead generation strategies across the business to meet the needs of the target market.

Traditional marketing  vs. contemporary marketing

Marketing isn’t a new concept. For several decades, various permutations and combinations have been put to practice to present products and services to the right audience to drive sales and make a difference to the ROI.

But what worked a few years back might just be an outdated trick now. So, onboarding modern or a contemporary marketing mix is a must. Businesses aspiring to get a competitive edge in the market need to figure out what works for them the best.

Do businesses need to do all this by themselves?

No.

B2B lead generation companies that offer a plethora of professional services through Persona-Based Marketing solutions and Account-Based Marketing solutions can assist businesses in getting the job done.

Sneak peek into the standard lead generation process

1.      Businesses often embark on the lead generation process by researching about the whereabouts of prospects (We mean the geography or location)

2.      Businesses invest efforts in nurturing existing leads

3.      Step number three involves efforts behind scoring each lead

4.      Then potential or hot leads are passed to the sales teams

5.      In the end, the lead generation process is evaluated to check the workability quotient

Now the million-dollar question is, are these steps feasible for a business without spending additional time and effort? The answer is yes.

Investing in professional B2B lead generation companies can offer businesses exceptional demand generation solutions and customized B2B marketing solutions. This will help to garner qualified and quality leads by harnessing the expertise and advanced tools provided by professional demand generation solutions agencies.

For better clarity, let’s decode the secret the lead generation companies implement to tweak marketing strategies to generate more quality leads.

B2B data solutions

We live in a world overwhelmed with data. And to find out information that is useful to the business is like looking for a needle in the haystack.

B2B data solutions companies simplify the process and offer businesses data that is beneficial and can increase the return on investment (ROI).

Advantages

·         Businesses get maximum accuracy on data

·         Offers businesses data sets relevant to the brand

·         Ensures relevance and freshness of data

Pro tip: Evaluate and hire the most suitable B2B data solutions provider.

B2B appointment setting services

The core job of sales reps is to convert leads into sales and improve ROI of the company. But when frontline sales reps get involved in cold calling and chasing leads, it can severely hamper the bottom line. This is where B2B appointment setting services make all the difference. These services work on several sales development fundamentals and provide sales reps with hot leads for conversion.

Advantages

·         Supports sales reps to focus on qualified leads

·         Finds new customers

·         Targets decision-makers

·         Evaluates compatibility of the product or service offered with the needs of the prospect

·         Empowers sales reps to fast-track conversion

Content syndication marketing

Do you have content that talks about your business, products, services, and other information? If yes, then it would be crazy not to syndicate it.

In simple terms, content syndication is a process that republishes the content on various platforms on the internet to help it reach a wider and more relevant audience.

Syndicated articles don’t stop here, as they go on to build links that are useful to drive more traffic to the website.

Advantages

·         Magnifies ROI from demand generation campaigns

·         Improves domain authority of the website

·         Increases volume of the target prospect

·         Accelerates marketing leads on the website

·         Strengthens brand value

Conclusion

As aptly coined by Mark Ritson, “Marketing strategy is where we play and win in the market. Tactics are how we then deliver on strategy and execute for success.”

Therefore, to put your best foot forward, selecting the most suitable marketing elements is a must.

Apart from the secrets revealed above, businesses can also evaluate elements such as data management solutions, Customized B2B Marketing Solutions, to create an assortment of services to generate marketing qualified leads.

Why “Demand Generation” and “Lead Generation” Cannot Be Used Interchangeably?

 Digital Marketing is a broad category with several branches. If you wander around the world of marketing, you must have heard all the related terms like Search Engine Optimization, Social Media Marketing, Content Marketing, and Pay-Per-Click. But very few know that these two buzz terms – Demand Generation and Lead Generation are also a part of digital marketing. 

As technology advances, terms like these help in meticulous tracking and increased accountability. You probably might’ve heard these terms quite a few times every day in your office. But people often get confused as both have many same tools and tactics. In simple words, demand generation shapes audience perspective while lead is inclined toward capturing their information. 

On the surface, many other terms talk about building a relationship with a prospect and bringing them through the sales cycle, such as account-based marketing and persona-based marketing. Considering the popularity of demand generation and lead generation, we will discuss the difference between them today. 

Demand Generation 

Demand generation is one of the branches of marketing that is designed to build awareness and drive interest in the products and services. It brings together various marketing approaches intending to reach customers through multiple touchpoints. A B2B Demand Generation Company implements a strategy in a way that the prospects feel the need to buy the product or service. 

It brings together multiple marketing practices such as PR (public relations), social media, advertising, and email marketing to pave the way toward the customers. It is for the online as well as offline customers. And all these practices are implemented to create the demand for a product or service. Every Demand Generation Company would enlist these as their core services as these can be defined as the best examples of demand generation activities. 

Examples: 

• Resource guides

• Whitepapers

• Blogs

• Email campaigns

• Exhibiting at tradeshows

• Press releases

• SlideShare

• Case studies

• Social media posts

• Free tools

The above might sound like a description to lead generation. Except it is not. Lead generation is a personalized way of marketing by converting potential customers into qualified leads. 

Learn here in the next section. 

Lead Generation

While demand generation is the need for a  product or service, lead generation is then qualifying the people you’ve attracted, taking them to the level of purchase. In simple words, it is about creating content or marketing campaigns designed to capture the contact information of the prospects. The process of capturing information is done through surveys, questionnaires, lead forms, and newsletter signups. 

For the answer to how it is performed, a lead generation company or a lead generation activity focuses on creating the value out of something and giving it as an incentive to give you the contact information in return. Also, they create a unique piece of content—in the form of Google AdWords or Landing Page—which will further help in attracting a targeted audience. According to the top marketing qualified leads provider, you can give the prospects a teaser or a hint of valuable content to receive their personal information via form filling or downloads. Be it a B2B lead generation company or a demand generation solution agency, they perform a few common activities to attract leads. 

Examples: 

• Form on the pay-per-click landing page

• Webinar

• Form to download

• Whitepaper/Ebook

• Courses

• Free trials

• Product demos

• Email subscription

• Contests

What do you want to pick for your organization?

For people putting one above the other can go wrong. Both lead generation and demand generation have their designated place and significance in the world of marketing. Demand generation has a long tail, and it can take years to reach the ROI as it is about stimulating the demand, and not delivering sales-qualified leads. 

So, how you go about putting them together in your organization? Firstly, let your efforts go in the direction to generate traffic by making people aware of a product or service. Create social media pages and publish PR(s) (press releases) to maintain and build an online presence. It is a part of demand generation. Now, the next step is to direct the visitors to leave their footprint on the website/landing page. Sounds like a tough job, but it is the best way to convert visitors into customers. 

If your organization is not able to decide what value you can offer in exchange for a customer’s contact information. And how will you use the contact information to build a relationship as you nurture that customer for sale? Contact a B2B Lead Generation Company or Demand Generation Company to set a strategy, maximize your ROI, and optimize your results. 

Lastly, never use these two terms interchangeably, but put them together at the right time and right place within your customized marketing strategies to enjoy the advantages of each of them.