Does Your Business Have a Demand Creation Strategy?


B2B marketers have found that in order to boost demand for their business, they must create content to captivate an audience, and nurture leads as they are generated. This is an important balance to strike, as the two entities are interdependent upon each other. With most B2B marketers looking to serve particular niches, a successful demand creation strategy will boost brand awareness, ultimately increasing conversions.

B2B marketing platform LeadCrunch recently partnered with Ascend2 to produce a whitepaper entitled B2B Perspective on Generating and Nurturing Leads to Create Demand. Reporting on its results, ClickZ noted that the top goal of B2B marketers was to improve the quality of their leads. Subsequently, marketers wanted to increase the number of leads generated, and make their overall marketing strategy more effective.

Creating leads
The quality of a company’s content efforts to produce new leads will determine how prepared they are for future success. The term “leads” refers to the customers or companies that marketers are targeting for current or future business. Your solutions should meet their needs, whether it is with a product, service, certification course, etc.

In this case, leads may not always be those that you seek out. They may find you instead! Having a content strategy that spans a variety of platforms will cast a wide net to keep your brand visible. Modern consumers seek to obtain as much information as possible before making a decision, so providing them with regularly scheduled content might just help persuade their choices.

If a company’s audience is focused, engaged, and sees the benefit in interacting with a business, the better their chances are that this will lead to a conversion or new working relationship.

Email marketing’s road to success
Email marketing continues to expand at a rapid pace, and according to the whitepaper, 83% of companies have credited their lead-generating success to e-newsletters. If you haven’t started already, consider the following:

  • Your subscriber list wants to hear from you – they clicked “Subscribe,” after all. (Just make sure that you don’t add everyone you’ve ever come across to your subscriber list, as this may violate anti-spam legislations, and can be perceived as plain rude.)
  • E-newsletters will present your company’s updates and offers on a regular basis, reminding them of all you have to offer.
  • Email efforts should include a call to action or link to further information for interested readers, ultimately calling on the audience to take the next step at furthering a business relationship.
  • Subscriber lists can grow over time, but marketers will have to promote them via their website, social media, trade show appearances, and more.
  • If your subscriber list decreases, fear not – you will no longer have to focus your efforts on an uninterested audience. However, you may want to consider your email practices if you’re noticing a major drop.

Evaluate and nurture
Email newsletters are only one of the ways B2B marketers have successfully reached their prospects. A well-rounded marketing strategy will go beyond sending emails, and greet leads and prospects on a variety of platforms, including blogs, social media, demo videos, and even in-person at trade shows.

It’s important to keep an eye on your efforts, and evaluate where your conversions are coming from. Maintaining statistics on click-throughs, open rates, and impressions can all strengthen your knowledge of how you’re doing, and where you need to improve.

LeadCrunch found that a variety of B2B marketing techniques will lead to success, but noted that combining them to generate leads and nurture them was most effective. Once the conversion has been made, the business relationship hasn’t ended – it’s only begun! It is now up to you to continue to offer customer service, support, and opportunities for future conversions. Will they become a repeat customer, or will they flee as soon as they can? If you’re able to maintain a positive partnership, these customers will become ambassadors for your brand. Consider how they would discuss your business via word-of-mouth or on social media. This could lead to even more business for you, should they have positive reviews to spread.

With a steady stream of content being provided for buyers, consumers, and decision makers, a willing audience can serve as an important set of leads for marketers. Nurturing these leads – and continuing to produce new marketing content while doing so – should result in increased conversions, decreased sales cycles, and a growing audience for your content.

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