Creating demand for your business can be costly, time consuming and difficult. In fact, according to MarketingSherpa, less than a quarter of your hard-earned leads actually create sales opportunities. So, in most cases, even when you think you’ve created a demand, your efforts prove to be insufficient. As a B2B marketer, we want to know, why?
A lack of lead nurturing is the common cause. Not only does your product have to create a need in the eyes of your prospective customer, but you have to gain the trust of your audience. In today’s world, which has been highly affected by Coronavirus, it is more important than ever for your brand to present personalised, meaningful messages, and connect with prospects in which your efforts will be most impactful. Remote working, budget constraints and dissolution has made it harder to build accurate pipelines that will secure, not only growth, but the survival of business throughout 2021. However, it’s not impossible.
The advancement of digital platforms has created a means of distributing services that are personalised and increasingly analytical – providing insight into what your consumer’s needs are.
Sixty-eight percent of marketing leaders say their company is increasingly competing on the basis of customer experience (2017 State of Marketing report). By capturing data from multiple digital channels, and using AI to predict and recommend actions, brands are able create demand generation strategies that tailor marketing content around the prospect’s individual buying habits, providing a customer experience that is unique to individual needs.
At Belu Media, our secret to executing a fruitful demand generation campaign lies in multiple touch points; we believe that, without a level of continuous communication, brands risk presenting solutions and services are not resonating with potential clients. By using a traditional TOFU, MOFU and BOFU approach, with modern influence from personalisation, content syndication and a mix of paid and earnt media, we’re able to produce sales ready leads in a matter of weeks, or even days. To generate demand, we follow a series of steps designed to build awareness, credibility and trust, whilst gathering little snippets of valuable information, that allows our clients to build macro-level identities with their prospects, including their needs, their fears and what triggers them to help you to turn a lead into a sale.
As marketers, we must constantly master new strategies, skills, and even software. During the pandemic, digital has become a lifeline for every business. 24% of telecommunications companies aren’t reaching their revenue goals. This figure is 20% higher than average and Telemarketing is one of the few industries still ranking telemarketing and traditional advertising amongst their top investments (Hubspot). This emphasises that data, intent and a digital demand generation strategy are now a critical part to any strategical lead generation activity and will be a fundamental success factor business’s moving forward into next year.
Nine times out of ten, a lead that has been generated through an extensive demand campaign will be more highly qualified than other forms of marketing activity alone, resulting in better conversion rates. Marketers spend their careers building and adapting their strategies around complex user acquisition and engagement engines. Systems to automate processes, reach consumers across multiple digital touch points, and personalise brand messaging have been developed in such a way that traditional forms of marketing cannot compete any longer. If 2020 has taught us anything, it’s the power of emotional connections. Organisations need to stop treating their customer’s digital experiences and personal experiences as separate; with a comprehensive demand generation strategy in place, you can create a blended experience.