B2B Basics: What The Heck is Demand Generation?

Even household names make an effort to broaden their reach, and just because you have a trendy, geometric logo doesn’t mean your web traffic is going to increase. Taking the time to develop your brand identity will equip you with the voice to approach inbound marketing and content generation. This is the hardest stage to measure. How do you know what’s working? Use impressions, views, and other visibility metrics alongside cost per clicks and conversion rates to gauge your marketing ROI.

It’s important to keep building trust once you establish there’s appetite. Consider the adoption bell curve: Innovators and Early Adopters won’t provide you a sustainable pipeline. Anticipate – and squash – customer hesitations by demonstrating the value you’ve added to other like-minded customers. Testimonials, reviews, and case studies are great proof points to strengthen credibility.  85% of consumers trust online reviews as much as personal recommendations.

Whether you can personally follow-up or employ remarketing techniques across channels, you want to stay top-of-mind as the offering that best meets their needs. If you’re feeling overwhelmed, leverage lead scoring methodologies to make sure your marketing and sales resources and priorities are aligned.

Landing a client shouldn’t be equated to crossing the finish line. Fortunately, your internal support team just grew in conjunction with your profit: sales and customer service resources can help you continue to nurture the relationship and identify customer challenges. Together, look for opportunities to solicit feedback and keep the conversation open, leveraging quantitative and qualitative avenues — have you picked up the phone to ask for feedback? Their observations will likely define the roadmap for your next product features or service offerings. Bonus points: inherently built into every new feature roll-out is a means to stretch your content generation legs and establish your position as a thought leader.

Existing customers are more than just an opportunity to cross-sell. Keeping them engaged is a key part of your demand generation strategy and will help you establish customer advocates and a better market offering.