What is B2B Demand Generation Marketing? [+Examples]

Demand generation strategies help B2B companies reach potential clients who they may not have been able to reach before. By implementing B2B demand generation marketing strategies, you can increase your sales by up to 4x. The more awareness about products/services, the more the clients can be passed through the sales pipeline.

What is Demand Generation Marketing?

Demand generation marketing is a type of marketing in which awareness about a specific product or service that offers a solution is created in an effective manner. In fact, 70% of companies are increasing their budgets for demand generation marketing. Basically, B2B companies that offer solutions, create a buzz, or FOMO about problem-solving products/solutions that meet the requirements of their targeted audience.

Basic Principles of an Effective Demand Generation Marketing:

  • Admit to the customer that you are aware of a problem they face
  • Recommend your products or services as a solution to the problem
  • Demonstrate how your company is better than a competitor

This type of marketing includes content marketing such as social media posts, blog posts, videos, infographics, email marketing, and even podcasts. These content elements help the companies to bring awareness, build trust, as well as create hype around the product/service.

Moreover, demand generation is a complete approach to bring genuine interest among clients by putting various marketing materials in one place strategically.

Firstly, B2B companies find out potential target demographics. Then, target them and move them through a sales process. Thus, a company acquires more customers, promotes new products and services, and retains and re-engages existing or previous clients.

B2B Demand Generation

B2B demand generation is a process in which a sales professional drives interest in a product or service that is targeted to potential customers. It is also a trick used by marketers to create a buzz about an offer or product.

Furthermore, the purpose of B2B demand generation marketing is to build customers’ trust and the company’s reputation. This marketing strategy should be able to convince the ideal customers that the product is the only solution to their problem.

Generating demand doesn't always have to mean generating leads. It is also a success if it generates shares, sales, downloads, signups, comments, or awareness of your company or product.

When the stakes are higher, selling becomes a slower process, and generating demand is more important than ever. The longer it takes to sell a product, the harder it is for sales teams to keep customers interested at each stage of that journey.

B2B Demand Generation Marketing - Examples

Now, let’s take a look at some examples of B2B demand generation marketing:

Create Quality Content

Companies should have a blog section on their website. They should create blogs that educate, and prompt the reader to share and recommend them to others. The blogs should be enriched with quality content.

You can write blogs on the topics such as recent news, the latest technology, issues in the industry, and solutions to the problems in the industry. There is no need to tell how great you are in every blog. You only require to provide the information that can drive interest among your target audience.

Moreover, content should be in the form of text, visuals, memes, newsletters, emails, infographics, presentations, images, videos, or even podcasts.

Send Personalized Email Campaigns

Personalized emails can increase open rates by 50%. It’s a proven B2B marketing strategy that is used to connect with the target audience. Today, customers love personalized messages and relevant content from brands.

Create Informative Videos

The high amount of internet traffic comes from mobile users. In fact, mobile users prefer to consume content in the form of videos more than other forms of content. Companies should create informative videos or short animations about the products and services they offer to engage more prospects.

Make Proper Use Of Social Media

Social media is a great tool for your B2B demand generation marketing. In fact, companies with active social media presence are more likely to drive interest among people.

Moreso, social media channels like Facebook, Instagram, LinkedIn, and Twitter are the best platforms to post infographics, videos, and how-to guides. Use hashtags related to your niche and post during business hours to boost engagement and bring more awareness about your brand.

With the built-in analytics, you can analyze which type of content gives more engagement, and find what people say about you, and your industry.

Key Takeaways On B2B Demand Generation Marketing:

(1) Create hype around a product or service
(2) Put yourself in the place of customers
(3) Be ready for a long sales cycle
(4) Keep updating the quality content
(5) Use social media to create buzz
(6) Provide problem-solution-demonstration