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10 Best Practices in Demand Generation

Best Practices in Demand Generation
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Use these practices to increase your demand generation efforts.

There are many great practices in demand generation that can increase a company’s ROI and help them nurture leads better.

B2B demand generation is changing the way businesses conduct their operations. From smarter appointment-setting to marketing and sales departments working together more closely, new trends in demand generation are changing the landscape of the way businesses operate.

Demand Generation Best Practices

  • Leverage Social Media

    Optimizing social media is an excellent way for a company to boost their sales. Companies can increase their revenue a great deal by using social media to discover, engage and qualify prospects. When companies leverage the power of their social media, they generate more leads.

  • Set Appointments

    When a prospect shows signs of interest in a company’s product or service, marketers should set up an appointment for them to speak with a member of the sales team. Priming prospects is the best way to get the most out of a lead. There are a few companies on the market today that can help you streamline this process to ensure you are priming qualified leads.

  • Strengthen Lead Nurturing Strategies

    With increasing developments in marketing automation, CRM and other technology your company can use to enhance the business, it is necessary that organizations are constantly refining their business strategies. Leads are important to businesses and lead nurturing strategies must be strengthened for the company to continue to grow their leads and nurture them through the demand generation funnel. A good nurturing strategy will include performance metrics, a content strategy, persona tracks and nurture flows.

  • Market with a Stage-Based Strategy

    It has been proven that many buyers desire to have different information at each stage of the sales cycle. Different content is needed at each stage of the sales funnel and it is important for companies to understand this to provide their customers with the most relevant information, no matter what stage of the buying process they’re in. Just like it is important to nurture new leads, it is equally important to nurture that lead as it moves through the buying journey.

  • Create a Strong Demand Funnel Framework

    To ensure the business has every part of the buying journey covered, they must have a strong framework in place, a concise sales and marketing lead management process and a closed-loop reporting system. Having these aspects in place will improve conversion rates and ensure that everything is operating efficiently.

  • Create a Concise Lead Scoring Model

    Marketo, an automation platform, has an extensive lead scoring system. Companies should build a lead scoring model, like the one Marketo has, and include their sales team in this process. After a concise lead scoring model has been created, the company needs to monitor and analyze its impact and make sure they optimize it over time to keep it up-to-date. This lead scoring model will ensure the company is creating content that coincides where the lead is in the sales funnel.

  • Integrate CRM & Marketing Automation

    Integrating CRM and marketing automation is essential to ensure that the sales team can reach out to potential prospects and nurture them through the sales funnel. Automating these essential steps is important for a company to save not only time but money as well. This automation will also ensure that a company is not letting any of their best leads slip away.

  • Better Campaign Execution

    Marketing campaigns should engage potential customers in new, unique and exciting ways. Creating unique marketing campaigns is an excellent way to move buyers from one step of their journey to the next. Creative, engaging campaigns are the most successful at converting viewers into buyers.

  • Utilize Marketing Analytics

    Marketing analytics is an essential demand generation strategy for B2B organizations. When companies analyze the results of their campaigns, they can make essential adjustments for their campaigns to be even more successful. Once a company has made the necessary changes their results have merited, it is essential that they continue to review the new results of the changes they are making.

  • Enhance Your Email Marketing Efforts

    Many marketers agree that email marketing is one of the most valuable demand generation tactics. Personalized messages are the best way to engage and connect with customers, so it is important that companies focus on personalizing their email campaigns. Although law dictates that email receivers have the option to ‘unsubscribe’ or ‘opt out’ of email campaigns, a useful tactic is for a company to offer ‘opt down’ options for them to receive fewer emails but still be included in the email campaign.

There are many demand generation techniques businesses can use to increase their sales and connect with their customers better. As long as the business is nurturing their leads and engaging with their customers personally at every step in their buyer journey, they are sure to increase their ROI and good business reputation.


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Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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