3 Demand Generation Tactics for B2B Marketers

By Marianne Chrisos - Last Updated on January 7, 2020
Demand Generation Tactics for B2B

The best demand generation tactics for your business.

How to grow your business to business demand generation.

To understand how to improve your demand generation efforts, first, you should understand what demand generation is and what it looks like at your business. Demand generation is, simply, how a business continues to make sure there is a demand for their business’s products or services. This is different, though just as challenging, as lead generation, which is researching and creating a list of potential people who may have an interest in your product and become customers. Demand generation continues to be an important skill for marketers, as remaining relevant is typically an important goal for most businesses, as well as, how they continued to be successful and earn income and revenue.

So, what are some of the best B2B demand generation tactics to keep people interested in your brand?

Creating Content

One of the best ways (and sometimes most difficult for small businesses) to drive demand generation and stay top-of-mind for consumers is to make sure you’re generating content that matters – content that really serves your customers and helps them with a problem.

Content can be anything from a blog to an email to social media posts to research and white papers. The only thing that matters is that it helps customers reach their goals or solve a problem – that makes your business relevant and makes a customer more likely to choose your business when they have a need.

Give Something Away

Not just a free water bottle for joining the mailing list. Give away free whitepapers or other resources that you know your customers want or need. This will help you to be seen as a relevant authority.

Depending on the resource, it might require a large financial investment or take a lot of time, but it might also help your business generate a huge amount of demand in the long run.

Hire Some Help

Some of the best strategies that B2B companies can do when it comes to developing their demand generation strategies is to partner with an agency or firm that specializes in creating strategies for businesses from startups to established. Demand generation can be a heavy lift for many businesses, and is always a long-term investment. Branding and marketing agencies will usually help your company organize, leverage, and implement many of the above strategies to help grow your demand in the market.

Usually, agencies will help you great a demand generation funnel to help you understand every part of a potential customer’s journey, and help you identify resources at every opportunity to help reach them with your products. The typical customer journey follows the following pattern:

  • Awareness: Customers become aware of a product or service
  • Education: Customers understand how that product can benefit them or solve a problem
  • Comparison: Customer is researching options and understanding which solution is best for them
  • Conversion: Customer chooses a product or service

Agencies help you develop content around each of these stages that help your product stay in your potential customers’ scope. Often this means not only writing compelling copy, like blog posts and email campaigns, but also scheduling its delivery to be optimized and sent out when customers are most likely to view it and benefit from it.

There are plenty more demand generation tactics for B2B audiences, but what works for your organization will depend on your budgets, resources, and other elements. Is there a demand generation plan, example, or strategy that’s worked for your business?

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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