7 B2B Demand Generation Strategies for 2022

The unanimous challenge faced by B2B marketers today is getting sufficient demand to meet their sales targets. In the absence of adequate demand for your products/services, all of your sales and marketing efforts will receive a tepid response. 

This is exactly why demand generation services are in vogue today. B2B marketing in itself is a highly sustained effort at forging long-term collaborations with buyers and showcasing your expertise as an industry stalwart.

But what if the majority of your prospective clients are unaware that they have a problem (for which you are offering the solution) in the first place? The first step after approaching them is not to sell your offerings outright but to engage them, increase their awareness levels, then throw light on the particular issue, and position your company/offerings as a potential solution. This is why demand generation should be the fulcrum of any good B2B marketing campaign. 

Here are 7 powerful B2B demand generation strategies for 2022:-

1. Focus on Inculcating Awareness first with Inbound Content Marketing

Based on your target audience’s behaviour, pain points, and overall analysis, devise a content marketing strategy that resonates with them. Be it on your website, on social media, or on popular/niche sites, publish content that is of high value for your target audience.

You need to implement the best organic SEO tactics to ensure that your high-quality content is visible to search/social media users looking for the relevant keywords and could potentially match your ICP (Ideal Customer Profile).

2. Depict your Brand Credibility

Generating awareness about your brand is the prerequisite to generating demand. Especially in B2B marketing, this is all the more important because the sales funnel is longer and more prone to leaks. To foster a credible brand image online, follow social media management and online reputation management practices.

Make sure your Google My Business Page has positive reviews, and so do all the relevant online forums (like Quora and Reddit), local/industry-specific directories, portals, designated review sites, and your social media accounts.

3. Devise the Right Lead Magnets as per your Target Audience Profile

A lead magnet is a freebie that you hand out to your website visitors in exchange for their contact information. Depending on your target clientele’s specific requirements and psyche, creating the right freebie is important.

Otherwise, you will not be able to capture their interest effectively. Liaise with professionals in the realm of digital marketing and demand generation services to understand which lead magnets will work best for your targeted market segments.

4. Refrain from Pursuing Unqualified Leads

No marketer has unlimited time and resources to squalor away on leads that have a minimal or no chance of converting. Streamlining your marketing efforts towards high-value leads is the resonating mantra of modern-day demand generation strategies.

5. Equip your Sales Team with Fact Sheets

Once you have a list of contacts to pursue, prioritize nurturing them in the right manner. Nothing irks a potential customer more than an uninformed caller. As you proceed to nurture leads down the sales funnel with telesales, make sure your telephone executives are well-trained, well-informed, and responsive. Also, orient them not just to be effective speakers but good listeners as well.

6. Provide Deal Closing Incentives

When you have leads halfway down the sales funnel, it is always a good idea to incentivize at that point. Be it offering a limited period discount or providing a free trial session, focus on specific incentives that have a high possibility of becoming deal clinchers. Remember, making your leads linger around too much towards the middle of the funnel can make you lose them to competition.

7. Embrace a Data-driven Approach

Merely relying on the limited cognizance of your team to gather and pursue leads is not sufficient today. A data-driven approach is crucial for steering your B2B demand generation campaign in the right direction. Reach out to a data analyst and implement their recommendations for the best results.

Conclusion

As a B2B marketer, it is essential to remember that demand generation is always a long-term and sustained effort. Don’t get dejected if you don’t see immediate results because building credibility and making potential clients aware of their problem points to kindle demand cannot happen overnight. Just make sure that you are headed in the right direction by periodically monitoring the demand generation metrics and key performance indicators.

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