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.

1. Creating B2B Demand Generation
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.
Revenue for B2B companies comes only when prospects are converted to hot leads. But when hot leads don’t
convert fast enough the blame is put on marketing’s qualification process and, that it isn’t stringent enough to
filter the best ones. This delay in lead conversion is a waste of time and effort as well. And, the problem with too
many stringent filters is the generation of too many qualified leads which the sales teams may not be able to work
with 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 leads
may be classified as dead, these leads may actually be stuck in the marketing funnel (because of leaks or nurturing
gaps). Marketing automation is a crusader in bringing qualified leads to the sales table. Here are some reasons
how 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 of
licenses may be seen as an opportunity to promote a new product or offer. Prospects, identified to be website
visitors 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, they
should 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 providing
information 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 engine
optimization tools), triggering alerts and responses for prospect’s website activities, sharing marketing collaterals
and nurturing leads on social media.
The above methods can be effectively carried out using marketing automation tools. They can improve the overall
demand generation process and, in some cases also help in reviving dead leads as well.
Read more on - Marketing Automation, Lead Scoring Model