Demand Generation Essentials: The Perfect Recipe for Success
Between content strategy, engagement techniques and powerful information, there are multiple ways to approach demand generation and land sales in a B2B environment. Convincing CEOs and other high executive professionals to close a deal is difficult because the executive persona is vastly different from the typical consumer persona.
Difficulties in B2B marketing to top executives
- Booked schedules. From internal meetings to fostering relationships with clients, CEOs have unrelenting demands on their schedule. They value a return on time invested.
- A content-focused approach. The typical CEO spends most of his or her time in meetings. Therefore, meaningful content and conversation are more likely to sway a decision over a sales pitch.
- A reliance on trusted advisors. Before making a major decision, CEOs are most likely to discuss the opportunity with their peers and inner circle. You must not only convince the CEO, but also target those around him.
How to Successfully Foster Demand Generation
Unlike typical lead generation techniques, demand generation is focused on high quality prospects. Once qualified leads are in sight, it’s imperative to strategically craft a meaningful business relationship to increase the likelihood of a conversion. Before speaking with a key decision-maker in a B2B environment, it’s crucial to be already investing in content marketing.
Thanks to social media and other digital platforms, businesses will research your products and services online before they’re ready to speak with you. Your online presence must be focused on educating potential clients about your industry and the solutions your business provides. Aside from content marketing, it’s important to invest in marketing automation, which allows you to provide immediate custom content to interested clients.
From whitepaper to blogs, PPC campaigns to online videos, there are a plethora of options for your business to create content that resonates with potential B2B clients. Regardless of which option you select, it’s essential to invest in high-quality content that is focused on earning trust, providing value, and highlighting the important features of your products and services.
Well-developed demand generation strategies result in higher conversions and heightened brand recall rates. At OneIMS, we have extensive experience in crafting and implementing demand generation strategies for B2B businesses. Contact us today to learn more about demand generation and what it can do for your business.