B2B companies know that demand generation—though often vaguely defined—is crucial to sales and their business as a whole. Demand generation is a blanket term that refers to the marketing programs that companies use to get prospects excited about a product enough to become a customer.
But it’s not just about generating a ton of leads to deliver to your sales team—the goal of demand generation is to build long-term relationships with high quality prospects and customers.
So how do you do this effectively? It starts with a great strategy. Below, we’ve compiled three best practices for B2B companies to incorporate into their demand generation strategies to round up leads and expedite sales.
Understand That Experimentation is Key
The best practice all marketers should hold near and dear to their hearts when it comes to demand generation is that it’s all about experimentation and figuring out what works for your company.
A study run by HubSpot shows that SEO and email marketing generate the most leads for companies, but any of the other marketing channels could be more effective for your business, depending on your product and services, and your audience. The largest lead source for B2B in this study is “other,” so there’s plenty of room to be creative with your demand generation strategies and plenty of channels to test.
Create a Strong Presence Across Social Channels
Though experimentation with different channels of demand generation is key, there’s one that can’t be ignored: social media. Social media is where your customers are and it’s where your business should be, too.
In the chart in the previous section, you can see that B2B companies have already caught wind of this, and cited social media as the third most powerful source for lead generation. You can use various social networks—such as Facebook, LinkedIn, and Twitter—to distribute content and marketing material to a vast audience, and can interact with prospects and leads directly from each platform. Check out our previous blog post where we share best practices for B2B companies to maximize their LinkedIn content to drive results.
It’s All About Video
Another best practice to incorporate into your B2B demand generation strategy is to include video content in your efforts. Online video is a highly visual medium that you can use to promote your products and services, along with your brand and what your business is all about.
A Software Advice survey of 200 B2B marketers and their demand generation strategies showed that “videos were not only the most-used type of content (92 percent) but they were most commonly cited as producing a very high volume of leads.” Include video in the content you distribute as a part of your demand generation strategy and you too will be rounding up high volumes of leads for your B2B company.