6 steps
for successful demand generation
Generating demand in today’s B2B market takes determination. Digital channels are noisy and overloaded, buyers are more perceptive and immune to marketing, sales teams have lost their visibility and the C-level is more obscure than ever.
In this market, demand generation isn’t something you can achieve straight away. It requires a different perspective. We like to think of it as ‘demanding generations’ – trying to generate interest and create memories in a demanding world.
with customers early on
Connect
of companies in a category are not in the market for a B2B product at any given time.1 Your challenge is to build a connection with these companies, so that when they come to buy, they choose you.
Focus on making a visual, creative impact
Use emotional language to engage the subconscious
Make your marketing noticeable, relatable and memorable
Your marketing needs to get people to look up from their day
1. Stand out
Gerald Zaltman, Harvard Business School
“Around 95% of purchase decision-making process takes place in the subconscious mind.”
Develop high value engaging content to penetrate the top of the sales funnel
2. Create engaging content
Content should be entertaining, but not at the expense of being actionable and useful
Provide new insights by going against trends or sharing insights your competitors have missed
Be where your audiences are likely to be, both in terms of channel and where they are on their buyer journey
Make sure the right people see your marketing
3. Be where your customers are
Align with your customers’ cultural and commercial focuses
less than 50%
B2C companies have an average customer experience score of
Far lower than
65%–85%
For B2B companies2
Make your business the exception in a world of disconnected, sales driven B2B experiences.
4. Focus on the experience
Evolve with the buyer and engage on their terms
Consider buying behaviours,
track intent and apply context
Deliver consumer-like experiences that inspire
Deliver consumer-like experiences that inspire
Consider buying behaviours,
track intent and apply context
Evolve with the buyer and engage on their terms
of B2B buyers will turn to a competitor if a supplier’s digital channel can’t keep up with their needs.3
Be open and available, share content and advice freely
Mix business with pleasure and allow your brand to show some personality
Make your campaigns emotionally invested and meet human needs authentically
When customers are ready to buy, they’ll turn to brands they trust
5. Build trust
Celebrate partnership milestones
Personalise communications
Provide meaningful content
Show them you can do more
Make a genuine connection with your existing customers to build long-term valued relationships and turn supporters into brand advocates
6. Make a genuine connection
1 The LinkedIn B2B Institute. Advertising effectiveness and the 95-5 business rule: most B2B buyers are not in the market right now. Available at: https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/advertising-effectiveness-and-the-95-5-rule.pdf 2 Forbes, B2B Wakes Up To The Benefits of Customer Experience. Available at: https://www.forbes.com/sites/blakemorgan/2020/07/16/b2b-wakes-up-to-the-benefits-of-customer-experience/?sh=61a74abfbe7c
3 Avionos. The 2021 B2B Buyer Report: No More Excuses. Available at: https://www.avionos.com/2021-b2b-buyer-report/
Bringing new meaning to B2B marketing
At Revere, we develop B2B marketing with meaning – defining, shaping, and amplifying your value in a way that builds genuine connections with your current and future customers.
Our combined experience has taught us that it takes real heart to form these emotional connections. So, when it comes to demand generation, we put our all into every campaign. If you’d like to see how we can bring new meaning to your B2B marketing, reach out to one of your Revere account managers or contacts:
Fiona Mckenzie
Managing Director
Email: fiona.mckenzie@thisisrevere.com
Call: +44 (0) 1628 569000