Growth marketing and demand generation strategies
As the name suggests, demand generation strategies aim to create demand for your company’s offering.
For example, “one demand generation strategy could be launching paid ads which don’t aim to convert leads immediately,” explains Max. “Many companies put out paid ads highlighting a unique selling point and requesting people to book a demo or contact the company. However, those ads aren’t often very successful.” The result? A conversion rate of 0.1%.
So rather than launching paid ads which aim to convert new leads on the spot, highlight your offering’s unique selling points or use cases. Emphasise one aspect per ad and invest in platforms which your target audience uses frequently. Whether that’s Google, LinkedIn, Twitter or Pinterest, optimise paid ads for consumption (so people see it) over conversion (people clicking on it).
Another popular demand generation strategy is creating content with your target audience. One of Max’s favourite tactics. “A general trend is sweeping the content world: as a company, you should not be the subject of your content, but rather the medium.”
When you create content, don’t talk about yourself and sell what your product does. Instead, “chat with your ideal customer. Ask them about their problems and challenges,” describes Max. “Let that customer tell their story and take notes as they talk.” Then, use what they say as inspiration to craft powerful content (whether that’s a blog or social post) that makes it seem as if you’re reading the mind of your prospective customers.
And as a bonus, you can leverage their network when you publish content featuring a client. “Hopefully, they’d share the content as well. Thus generating additional visibility for your brand in that industry.”
Growth marketing and demand capture strategies
Demand capture pushes potential buyers further down your sales funnel to generate a purchase.
So with all that demand and brand awareness created, it’s time to transform that into sales opportunities for your Sales Team.
Ideally, people leave their contact details via a lead generation form or chatbot feature. However, unfortunately, that doesn’t happen very often. So, here are three things you can do to boost your demand capture efforts:
- Using Google Ads, advertise on the high-value and high-converting keywords such as “best + product category” or “competitor name alternative”.
- Be present on comparison sites for B2B products, such as G2 and Capterra. The more customer reviews you have, the more credible you seem.
- Retarget the companies who have visited your website.
Using lead generation software, like Leadinfo, demand capture becomes a piece of cake. Why? Because you can see in real-time the companies who visit your website. We not only recognise your B2B website visitors, our software also automatically scores leads based on their browsing behaviour. And we’ll notify you via email, Slack, or Teams when a hot lead visits your website.