B2B Lead Generation Strategies and Demand Generation Strategies
Posted: Tue Dec 03, 2024 10:29 am
Demand generation and lead generation are two B2B marketing concepts that we france phone number list should not confuse or, above all, take as contradictory. For our sales funnel to be effective, these two strategies must work harmoniously.
Both demand generation and lead generation are marketing methodologies that seek to attract the attention of potential customers and convert this attention into sales. Thus, we can say that demand generation seeks to make the brand known, while lead generation transforms the audience into customers.
Bottom line: For a lead generation strategy to be effective, it must be preceded by a demand generation strategy .
What is demand generation?
Demand generation is the combination of marketing activities specifically designed to stimulate attention and interest in a brand, such as content, advertising, events, etc.
Its goal is to make your brand known to potential customers and get them to enter and move through your sales funnel.
Key components of a demand generation strategy
In an AIDA (Attention, Interest, Desire, Action) acquisition model, demand generation focuses on the Attention and Interest parts, primarily name recognition and generating excitement around the brand.
The four keys to a demand strategy are:
1.- Establish well-focused objectives
For an effective demand generation campaign , objectives should focus on increasing brand visibility. Specifically, objectives such as brand awareness, visibility, traffic, and share of voice should be considered.
2.- Raise awareness
In an incredibly competitive market, maintaining brand awareness is the best way to ensure that new leads flow into our funnel. To do this, our strategy must ensure that our tactics create a persistent positive impression of the brand for the audience.
3.- Explore alternative marketing strategies appropriate for the brand
The goal is to attract attention, so strategies such as the use of influencers, experiential marketing, sampling or demos, guerrilla marketing and entertainment can help improve brand awareness.
4.- Creation of informative and useful free content
Content such as social media posts , blogs, webinars, podcasts, videos, eBooks, case studies, infographics and market reports help build a strong voice and authority.
What metrics are important in demand generation strategy?
Some of the most appropriate marketing metrics to check the success of our efforts in demand generation strategies are:
Both demand generation and lead generation are marketing methodologies that seek to attract the attention of potential customers and convert this attention into sales. Thus, we can say that demand generation seeks to make the brand known, while lead generation transforms the audience into customers.
Bottom line: For a lead generation strategy to be effective, it must be preceded by a demand generation strategy .
What is demand generation?
Demand generation is the combination of marketing activities specifically designed to stimulate attention and interest in a brand, such as content, advertising, events, etc.
Its goal is to make your brand known to potential customers and get them to enter and move through your sales funnel.
Key components of a demand generation strategy
In an AIDA (Attention, Interest, Desire, Action) acquisition model, demand generation focuses on the Attention and Interest parts, primarily name recognition and generating excitement around the brand.
The four keys to a demand strategy are:
1.- Establish well-focused objectives
For an effective demand generation campaign , objectives should focus on increasing brand visibility. Specifically, objectives such as brand awareness, visibility, traffic, and share of voice should be considered.
2.- Raise awareness
In an incredibly competitive market, maintaining brand awareness is the best way to ensure that new leads flow into our funnel. To do this, our strategy must ensure that our tactics create a persistent positive impression of the brand for the audience.
3.- Explore alternative marketing strategies appropriate for the brand
The goal is to attract attention, so strategies such as the use of influencers, experiential marketing, sampling or demos, guerrilla marketing and entertainment can help improve brand awareness.
4.- Creation of informative and useful free content
Content such as social media posts , blogs, webinars, podcasts, videos, eBooks, case studies, infographics and market reports help build a strong voice and authority.
What metrics are important in demand generation strategy?
Some of the most appropriate marketing metrics to check the success of our efforts in demand generation strategies are: