Demand Generation Strategies Are Changing—Are You?
In today’s buyer-centric B2B marketplace, companies must have a well-considered demand generation strategy that helps them capture, engage, and retain good customers.
First up: paying close attention to campaigns, ensuring they deliver the most reliable and effective lead generation results. That should be followed by metrics that show exactly how well the marketing team is performing, by accurately measuring return on investment. And finally, marketers should embrace new methods for driving retention and growth.
The best way to establish a robust lead generation strategy is through tracking effective campaigns. But today’s messaging is more focused and nuanced than ever before.
Companies must rethink content marketing to include multimedia, social, and mobile platforms. And it’s not enough to revamp the information you’re sharing—production values and professionalism are just as important, especially as you compete with more and more rich content online.
Pay close attention to new distribution channels and search-engine optimization (SEO), as well as big data and analytics, which is changing how people interact with information. And as you emphasize social media, make sure you understand the unique properties of each platform; offer an authentic voice on each one; and have clear policies around content creation and ownership.
In today’s world of tight budgets and fewer resources, it’s more important than ever for marketers to prove their value to the company’s bottom line. So once you’ve got content under control, you need to demonstrate the impact of your efforts by clearly connecting your activities to revenue.
According to the Content Marketing Institute, only 21% of B2B organizations measure the impact of their marketing campaigns—usually because they don’t know how.
Start by understanding the intricacies of attribution modeling. Don’t just measure the number of leads generated from the first piece of content a prospect sees; buyers may have made their purchasing decision after consuming other content, so it’s critical to know when and where they did so. That will help you see what types of content actually results in qualified leads and, ultimately, B2B conversions.
And don’t forget social media: how do you know whether your blog post drove someone to make a purchase, or whether they were motivated by the comments to that post? Where do shares and re-tweets fit in?
Finally, examine which effective engagement strategies keep demand high among your customers, encouraging them to keep coming back. Benchmark current satisfaction levels, deliver value-added content that goes beyond a sales pitch to actually help your customers improve their own business outcomes, and listen closely to everything they say in return (yes, even the bad stuff; especially the bad stuff!).
Create loyalty programs that identify key supporters and power users, and then engage them to help boost the business. And pay attention to the entire customer lifecycle—it’s much more costly to acquire new customers than it is to keep existing ones; to leverage those benefits you need to do everything you can to keep your current customers happy.
Interested in learning more about the most effective and innovative strategies for generating demand and converting it into sales? Please join the BrightTALK Demand Generation Summit, live online on February 20-22, 2018.
This is a guest post from Melanie Turek, VP and Fellow at Frost & Sullivan.