What is a business without customers? Can it be successful without customers? Can it grow without them? Evolve? Expand?
No, absolutely not. A successful business is their customers.
Customers come to us through demand generation marketing. It’s a mouthful, but it’s true. Demand generation is the process of framing your audience’s perspective and creating a demand (hence the name) for your company’s products or services. When implemented correctly, these perspectives and demands should mold into an audience that’s more likely to engage with your content and purchase.
B2B demand generation has a heavy sales-focus. Many sales reps even work under the title of ‘Demand Gen Reps.’ But it’s marketing’s primary role and responsibility to create and drive content that establishes your company as a thought leader in your industry.
Successful marketing demand generation aligns your content (blog posts, social media posts, infographics, webinars, etc.) with the needs and interests of your target audience.
By creating content that fits the needs of your audience, you’re ensuring:
- Higher traffic volume to your website
- Quality traffic to your website (visitors interested in purchasing)
- Connect with industry stakeholders
- Develop a reader following and furthering your brand
Treat your marketing automation as a demand generation software. Your CRM data, templates, testing capabilities, and analytics reports are critical demand gen tools. Over time, you’ll see correlations and engagement patterns begin to emerge in your software – making content creation, deployment, and lead scoring increasingly predictable.