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Creating B2B Demand Generation

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Demand generation is the toughest part in any marketing scenario and especially for B2B, since the buying interest has to percolate through various levels before a final decision is made. The sales and marketing teams need to work in tandem to maintain a constant flow of hot leads as well.

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Creating B2B Demand Generation

  1. 1. Creating B2B Demand GenerationDemand generation is the toughest part in any marketing scenario and especially for B2B, since the buying interesthas to percolate through various levels before a final decision is made. The sales and marketing teams need towork in tandem to maintain a constant flow of hot leads as well.Revenue for B2B companies comes only when prospects are converted to hot leads. But when hot leads don’tconvert fast enough the blame is put on marketing’s qualification process and, that it isn’t stringent enough tofilter the best ones. This delay in lead conversion is a waste of time and effort as well. And, the problem with toomany stringent filters is the generation of too many qualified leads which the sales teams may not be able to workwith effectively, thereby resulting in missed sales.The learning is to keep a balance of the two states and not let any qualified lead unattended. Although some leadsmay be classified as dead, these leads may actually be stuck in the marketing funnel (because of leaks or nurturinggaps). Marketing automation is a crusader in bringing qualified leads to the sales table. Here are some reasonshow leads can be reclaimed again through marketing automation lead intelligence.Non-renewal of license: All software-as-a-service (SaaS) based solutions require periodic renewal. Non-renewal oflicenses may be seen as an opportunity to promote a new product or offer. Prospects, identified to be websitevisitors but using other solutions, can be provided with information that is relevant to their specific industry.Automated email marketing messages can be sent through marketing automation tools for lead nurturing.Unresponsive leads: Although these leads have been unresponsive, if they fall in any one of the buying cycle, theyshould be nurtured with analyst reports, case studies and customer testimonials.Budget limitations: If the prospect is limited because of budget constraints, marketers need to keep providinginformation through newsletters, etc. This helps in brand recall at a later stage.Apart from this, marketing automation can also help in successful campaign execution (using search engineoptimization tools), triggering alerts and responses for prospect’s website activities, sharing marketing collateralsand nurturing leads on social media.The above methods can be effectively carried out using marketing automation tools. They can improve the overalldemand generation process and, in some cases also help in reviving dead leads as well.Read more on - Marketing Automation, Lead Scoring Model

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