61% of marketers identify traffic and leads as their top challenges.
If you fall under that statistic, we need to talk about demand generation.
What is Demand Generation?
Demand gen is a B2B marketing strategy that drives awareness and creates interest in your company’s product or service.
But you can find that definition anywhere on the internet. When we say demand generation, specifically, we mean the marketing tactics that create a market where one doesn’t exist, build a company’s market share, and amplify brand awareness.
The Benefits of Demand Generation Strategies
- Reach new markets (and create new ones for new products/services)
- Generate excitement and brand buzz
- Reengage current customers
- Nurture client and potential client relationships
- Brand and revenue growth
The Key to Demand Generation
Demand gen strategies are only effective when they specifically focus on the people most likely to convert; there’s no point in wasting your marketing resources trying to create interest in an audience who just doesn’t care (and never will).
Demand generation is similar to account-based marketing in that it’s centered around two main ideas:
- Building customer relationships is the backbone of a successful, long-term marketing strategy.
- A strategic, data-informed approach to a campaign must be achieved in order to drive growth and spend marketing dollars wisely.
On average, there are 90 days between the start of a demand generation campaign and a handoff of sales qualified leads. But as most B2B marketers know, the sales process and buyer’s journey don’t stop there… And that’s where The ABM Agency stands out.
Why You Need A Demand Gen Agency
At The ABM Agency, we create end-to-end demand generation campaigns complete with our 5 key B2B marketing tentpoles:
Strategy
A demand generation strategy begins with two simple questions: 1) Do potential customers know who you are? 2) What solution are you bringing to the table?
From there, The ABM Agency crafts a strategy by defining buyer personas and their pain points, mapping the buyer’s journey, creating tailored content, unifying messaging across channels, and tracking accounts as they engage and move down the sales funnel.
Asset Creation
Channels
If you want to create demand for your service, potential leads have to be able to actually find and consume what you’re offering. Our team executes demand generation campaigns through content marketing, SEO, paid search/PPC, programmatic, and marketing automation—learn more about each channel below.
Content Marketing:
Content marketing creates valuable, educational materials (from white papers to blog posts) for target accounts to engage with and consume. In demand generation, it’s extremely important all pieces of content remain consistent in message and voice in order to build and foster relationships with current and prospective clients.
SEO:
Potential customers are actively searching for the type of content or service you offer; we make sure your Google ranking is effective.
Paid Search/PPC:
Winning in search rankings takes a combination of organic SEO and PPC tactics. Bidding on specific keywords that are relevant to your company or service, and only paying when someone clicks on your ad, is a sure-fire way to boost campaign performance.
Programmatic:
Leveraging programmatic channels to engage a target can be extremely impactful. Programmatic technology allows you to create an automated process by which targets are fed relevant ads throughout the buyer’s journey.
Marketing Automation and Lead Nurture:
As you acquire leads in your demand generation campaign, marketing automation can determine how engaged an account actually is, increase brand awareness, build trust, and maintain a connection with accounts.
Integration
Reporting and Account Scoring
No demand generation campaign can be executed with accurate reporting. For both account-based marketing and demand generation, we use account scoring in order to gauge an account’s progress in the sales funnel—all while creating clear, quantitative dashboards for your company to utilize.
By incorporating each of our demand generation tentpoles into your next B2B marketing campaign, we effectively cover all your bases: generating awareness, demand, solid customer relationships, and overall company growth.
Interested in learning more about demand generation, account-based marketing, or lead generation?
