The sparkly, PR rep cousin of lead generation, this approach is all about growing your audience by increasing awareness of your company’s unique solutions.
Join us as we break down demand generation, how it works, and why it can prove such a valuable addition to your overall strategy. We’ll also introduce you to several tried and true demand generation strategies B2B marketers can rely on.
Rather than pushing sales, B2B demand generation focuses on demonstrating how a company’s offerings can help make life easier. When properly executed, this powerful strategy can keep your sales funnel flush with high-quality prospects.
B2B demand generation campaigns often use an educational approach that highlights solutions to problems an audience may not have even realized they had. This can be impressively effective – after all, who better to solve a problem than the company that brought it to light in the first place?
As its name implies, B2B lead generation is largely about assembling a collection of leads - the more high-quality, the better. B2B demand generation is more concerned with positioning a company as the industry-leading solution to a specific set of problems.
While the two tactics can certainly work together, demand generation solves one of lead generation’s most glaring drawbacks. As a recent study by Professor John Dawes of the Ehrenberg-Bass Institute pointed out, at any given time, only 5% of business clients are in the market for new products or services.
The beauty of the B2B demand generation is that it isn’t particularly concerned with whether a prospect is currently a great lead or not. By casting a wider net among your target audience, demand generation can help ensure that when a prospect does decide to buy, your company will be top of mind.