How to use demand gen and lead gen together to further your B2B sales efforts?
Imagine you create a strong piece of gated content for your lead gen efforts. Without demand generation, who will come to your website and share their email address? Few people would feel comfortable doing this for a brand name they have never heard of. So it’s important to use demand generation and lead generation together and in sequence for optimum results.
However, before you launch any new initiatives, ensure that you have a clear buyer persona. This will help you define the kind of content your audience is interested in.
Once you know who you’re trying to reach, it’s time to increase your online reach and brand awareness using demand generation techniques.
Demand generation strategies and campaigns are rooted in content marketing. You’ll want to create free content which provides value to the reader and positions you as a leader in the industry.
You can do this via blog posts, infographics, podcasts, YouTube explainer videos or live talks, which you can then advertise or share snippets of on social media.
Your content will attract many people to your website, and some will be intrigued enough that they will want to know more. This is where lead generation comes in. You’ll need to provide users with different content and initiatives to further nurture them, build up trust and entice them to share their contact details with you.
Because once you have their email address, both sales and marketing have a direct line of communication with a potential customer. Making it easier to engage with them one on one.
Lead generation content is more targeted. It aims to answer specific questions or address a specific challenge, highlight previous success, and capture contact info for a sales follow-up. Whitepapers, on-demand webinars and newsletter sign-up forms are all different techniques you can use to capture a lead’s information.