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6 steps

for successful demand generation

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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.

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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.

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with customers early on

Connect

0%

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.

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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.”

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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

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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

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Make sure the right people see your marketing

3. Be where your customers are

Align with your customers’ cultural and commercial focuses

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less than 50%

B2C companies have an average customer experience score of

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Far lower than

65%–85%

For B2B companies2

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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

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Consider buying behaviours, 

track intent and apply context

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Deliver consumer-like experiences that inspire

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Deliver consumer-like experiences that inspire

Consider buying behaviours, 

track intent and apply context

Evolve with the buyer and engage on their terms

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of B2B buyers will turn to a competitor if a supplier’s digital channel can’t keep up with their needs.3

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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

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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

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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

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