Tips for Revitalizing the B2B Demand Generation Program

Tips for Revitalizing the B2B Demand Generation Program Demand generation is the process of increasing awareness and interest in customers and thereby generating demand for products and services. One of the important advantages of demand generation is that it successfully put an end to the marketing activities that were performed until then. Instead of focusing attention on just generating leads, demand generation brought about a change in the attitude of the sales and the marketing team who up till then looked at customers as a means to close more sales. Demand generation taught the marketing team to consider each customer as an individual having different issues and needs and to nurture them to close more sales.

As there is no perfect solution to any problem, there is no perfect or ideal B2B demand generation program. Just like anything else, it needs to be constantly reviewed. Here are a few tips to re-energize the demand generation program: Sales Funnel Make it a routine to track the lifecycle of each lead that enters the sales funnel, so that it does not dribble out of the funnel. Some leads may be cold leads and therefore it would not be a loss in any way. However, losing hot leads can affect the business. Hence, the marketing team needs to fill the funnel with enough sales ready leads by revising messages, content offers, segment motivations and so forth.

Marketing Automation Software B2B Marketing automation software can help in scaling manual processes to new levels of volume and sophistication. A best of the breed software can: Implement lead scoring algorithms based on behavior and intent.

Manage email workflows.

Create separate workflows for each nurture path.

Manage customized content.

Use dynamic personalization in communications based on past behaviors.

Sales and Marketing Alignment Every enterprise is aware of the lack of alignment between the sales and the marketing activities. However, for effective demand generation, there is the need to close the gap or rather narrow it down. Here is a look at how one can achieve that.

Marketing works with sales to define the entire lead management process.

Qualification processes, at each stage of the funnel cycle, yield marketing-qualified leads (MQLs) that match precisely the criteria for sales-accepted leads (SALs).

The marketing automation platform integrates with the CRM system to ensure the flow of leads from marketing to sales.

Conversely, sales-rejected leads (SRLs) flow back to the marketing automation platform on the same link for further nurturing.

Thus, marketing teams need to come up with different demand generation programs to suit the differing needs of the customers.

Read more on - Lead Generation Best Practices, SEO Tools