If you’re a marketing person (or someone who handles the bulk of marketing operations for a team), there’s quite a possibility that all your time and effort goes towards one end goal: generating demand for your product.
So, we thought we’d write a blog for you on all the demand-generation marketing tactics you can consider to fuel B2B sales, increase revenue, improve goodwill, and generate demand for your product.
- What is Demand Generation Marketing?
- 9 Demand Generation Marketing Tactics to Use Today and Boost Sales and Revenue
- Demand Gen Tactics #1. Use lead scoring models to find ready-to-convert leads
- Demand Gen Tactics #2. Use content marketing to spread awareness
- Demand Gen Tactics #3. Use account-based marketing (ABM) to target high-value accounts
- Demand Gen Tactics #4. Use email marketing to personalize emails and nurture leads
- Demand Gen Tactics #5. Use psychology to improve conversion rates
- Demand Gen Tactics #6. Use influencer or affiliate partnerships to access goodwill
- Demand Gen Tactics #7. Use online communities to target customer pain points
- Demand Gen Tactics #8. Use multiple distribution channels to reach customers in multiple ways
- Demand Gen Tactics #9. Use guest posting opportunities to highlight your product
- Learn More About Your Customers to Generate Demand
What is Demand Generation Marketing?
Demand generation marketing is a comprehensive approach that focuses on creating awareness and interest in your brand, products, or services. It goes beyond traditional marketing tactics by employing a wide range of strategies, including content marketing, social media advertising, email campaigns, webinars, and more. The goal is to engage and nurture potential customers throughout the buyer’s journey, from initial awareness to conversion.
9 Demand Generation Marketing Tactics to Use Today and Boost Sales and Revenue
As we have seen, demand generation marketing is a multifaceted approach that focuses on generating interest, building relationships, and ultimately driving growth for businesses.
So, if you’re looking to take your marketing efforts to the next level and establish a strong presence in your industry, we’ve got you covered! By implementing these strategies and tactics, you can attract qualified leads, nurture them through the buyer’s journey, and convert them into loyal customers.
Read on for nine proven tactics to fuel B2B sales and increase revenue through demand-generation marketing.
Demand Gen Tactics #1. Use lead scoring models to find ready-to-convert leads
While demand generation is important, it’s also important to identify who and when to target. For example, if you have a $5,000 budget for demand generation, you can’t treat all leads equally and target them the same way.
For example, if they interacted with your social content and clicked on your emails, they get scores for that.
While creating lead scoring models can seem daunting at first, you can simply put the entire thing on auto-pilot by connecting your data on Breadcrumbs through Copilot. Copilot will help you identify and score leads, personalize emails, collaborate with sales teams, and reduce lead response time.
Are you curious to learn more about creating, implementing, and improving your lead scoring models? Look no further than Breadcrumbs' blog, where we dissect everything lead-scoring (and why you should start with lead scoring right now!)
Demand Gen Tactics #2. Use content marketing to spread awareness
Content marketing, which contains a data-backed approach, is one of the best ways you can increase awareness and generate demand.
What do we mean by this? Well, many prospects out there are still using traditional systems, and many prospects are using your competitor’s tool.
While both prospects don’t exactly know about your product, one of them is different from another because while the latter knows how your product can operate technically, the former has little idea about the industry as a whole.
So, both of them will have different purchase drivers, challenges, risks, tech stack, and competitors in consideration, and that’s why you’ve got to target them differently based on where they’re at in the purchase journey.
For example, Penn Tool Co. uses a blog on the best milling machine brands to target the latter set of prospects and capture their attention on a topic that may not be directly linked to Penn Tool but still comes under their domain.
Like Penn Tool, you can use blogs, or you can try your hand at other resources, such as e-books, podcasts, social media content, webinars, case studies, white papers, etc.
We really suggest considering podcasting and taking it seriously. The amount of podcasts is predicted to reach 504.9 million by 2024, so there is a lot of potential in this relevantly new medium. Here is a comprehensive guide on how to start a podcast for those of you who want to give it a shot.
Just to drive this point home, when Monitask started using content marketing as part of their demand generation efforts, they increased their revenue by 15%, saw lead generation grow by 35%, and improved website traffic by 25%.
You can consider software developers for hire to create a dedicated blog to boost your content marketing efforts and generae extra traffic to your website.
Demand Gen Tactics #3. Use account-based marketing (ABM) to target high-value accounts
Account-based marketing is a strategy that aims at providing the best experience to high-value accounts. Essentially, you treat these accounts as if they were individual customers and guide them at whichever point in the sales funnel they need to.
This, in turn, allows your customers to be so satisfied with your service that they ultimately look at buying things from you, or they keep being repeat customers (read: a full sales pipeline).
Demand Gen Tactics #4. Use email marketing to personalize emails and nurture leads
Email marketing is one of the few ways you can talk to your customers one-on-one. That’s to say, you can personalize each interaction with them using their name, adding their pain points in the email, and writing personalized subject lines.
Using these tactics will allow your customers to get more value from your brand, and they will, in turn, have high click-through rates (CTR), through which you can nurture them and convert or upsell to them.
For example, when FacileWay created a lead nurturing campaign that personalized emails and showcased relevant offers, they saw their revenue increase by a quarter within six weeks of the launch.
Demand Gen Tactics #5. Use psychology to improve conversion rates
Understanding the way your ideal customers think can be a valuable resource. For example, if you were to understand which message resonates with which audience, wouldn’t that help you convert leads faster?
While it might take you some time to understand all your customer profiles entirely, you can use mental biases to convince your prospect to buy from you. Case in point: Ogilvy used five psychology heuristics for KFCs to promote their “fries for a dollar” offer.
Like Ogilvy, you, too, can test and retest headlines, offers, and messages to see what works with which customer profiles and what doesn’t.
For example, Custom Frame Store reduces loss aversion by showing customers who are ready to bounce from their site this coupon for uniquely crafted custom frames:
These pop-ups not only incentivize potential customers to make a purchase but also encourage them to explore the website further, increasing the likelihood of repeat visits and fostering customer loyalty.
By strategically deploying this tactic, businesses can effectively engage and convert their target audience, boosting overall sales and driving revenue growth.
Demand Gen Tactics #6. Use influencer or affiliate partnerships to access goodwill
Influencer partnerships (or affiliate partnerships) with people who have a network, goodwill of their network, and influence can turn out to be invaluable, especially if they have access to your target audience.
Imagine yourself on the other end of this coin. If someone you trust and look up to credits a product for its success and highly recommends it, wouldn’t that pique your interest in the product too?
Chances are, your customers feel the same way, and getting your products in the eyes of your prospects through these influencers won’t only help you generate demand but will also help you improve the credibility of your product. Say hello to a seamless customer journey filled with trust.
For example, BetterPet collaborated with Sara Ondrako, a Certified Dog Behavior Consultant, on Instagram. In a video, she gave honest reviews from various pet products from BetterPet. Pet owners are more likely to trust her reviews since she is a professional dog expert. As a result, pet owners are more likely to try out the products she recommended.
Demand Gen Tactics #7. Use online communities to target customer pain points
Through demand generation marketing, you’re showcasing your brand’s perceived value. Your goal, through all your efforts, is to raise demand for your product by showing leads that you’re the solution they’ve been looking for their whole lives. Music to any business owner’s ears.
Why? Higher demand equals more sales. And more sales are the ticket to a better bottom line, investor interest, or a successful buyout from a larger player in the event that you want to sell your company.
So don’t underestimate the power of your demand generation campaign efforts. And what better way to get in the eyes of the prospect than to go to online communities where they hang out?
For example, if you’re targeting content marketers, chances are you’ll find most of them hanging out in communities like Superpath or TOFU. In such communities, your target audience often shares their pain points, and if your solution aligns with these pain points, you can highlight it among the community to generate demand.
Hanging out in such groups also helps you:
- Know their challenges, risks, and opportunities
- Become a trusted authority in your niche
- Understand how your customers talk
Demand Gen Tactics #8. Use multiple distribution channels to reach customers in multiple ways
In the digital age, we all like to consume content in different ways. Some of us prefer to listen to audio content (podcasts). Some of us prefer video content (webinars). And some of us prefer written content (blog posts).
Now, chances are, if you just posted on a topic once on your blog, your targeted audience, who prefers audio or video content, hasn’t read your thoughts on the topic.
So, optimize your content strategy and use multiple different channels to reach customers in different ways and generate demand from various sources. Additionally, investing in offshoring SEO services can greatly enhance your content’s visibility in search engine results, ensuring that your targeted audience can easily discover your blog posts, videos, webinars, and other forms of content across various platforms.
Find out where your ideal customer gets their information from. If they’re likely to find your services through a Google search, then setting up Google ads and investing in Google ads automations to streamline your marketing is a smart move.
Alternatively, even if your customer is someone who regularly reads your blog, they need to be acquainted with how your product is the ideal solution for their pain points again and again so that it can be on top of their minds when they decide to make a purchase.
For example, if you’re in the business of making posters, you can educate your audience on how to make them through videos or webinars and use the same videos/webinars to create blog content, social media content, and audio content.
Demand Gen Tactics #9. Use guest posting opportunities to highlight your product
Guest posting is another great way through which you can leverage another brand’s authority to highlight your product’s features.
For example, if you’re writing on SEO forecasting for a content marketing blog, you can position your product as the go-to tool for tasks like keyword research and competitor analysis.
Just a quick note: You can’t completely focus on your product when becoming a source or writing a guest post—your product has to organically align with some of the arguments you’re making or insights you’re adding.
Learn More About Your Customers to Generate Demand
While all the listed demand generation strategies above will help you create demand one way or another, you can generate demand more efficiently by finding out more about ideal customer profiles (ICP) and then targeting them accordingly.
But knowing who your ICP is and what they want can be difficult (after all, you can’t manually compute all the data points for each individual customer). And that’s where Breadcrumbs Reveal comes in.
Reveal helps your marketing teams identify your ICP by showing which qualified leads have the highest buyer intent and providing you with clarity on your data. And you can just connect your Reveal with your CRM tool to access these insights to generate fool-proof demand generation programs. Soon your marketing efforts will bear fruit, and prospective customers will knock on your door.
And the best part of all? Reveal is completely free to use. Click here to learn more about how Reveal can help with ICPs.