Content is the driver of sales goals as it generates demands. More demands mean more opportunities to engage more prospects, thereby increasing the B2B leads that enter your sales pipeline. With this, we can see how important it is to have an effective content-based demand generation program.
Since content generation is central in this process, every business should know better than to provide their market with less compelling messages.
The important thing now is to find the best possible content for B2B lead generation. The only problem is that authenticity is suffering under market competition. The same content forms are repeated and recycled by competing companies to the point that they become trivial realities within the industry. Decision-makers are more likely to turn down such messages until they come across new content, the production of which turns out to be a matter of luck for many marketers.
So, with these dilemmas in mind, how can one business come up with an active demand generation strategy anchored on newness?
On the face of it, there is no definite answer to this question, but one can always develop a strategy based on one’s main B2B agenda.
Never go with the crowd. In terms of producing something new to the market, this is a given. But how do we do this? Simple: look to your company’s identity. How do you differentiate yourself from the others? How do you want your market to perceive you? At some length you are impelled to carve your business’ own path by using only lead generation tools that constitutes your business’ strengths.
Never Rely on Trends. Numerous factors influence the way businesses manufacture content. Often, they look to market trends for inspiration, but this is problematic. Whether you base your content on seasonal holidays or pop culture material, no amount of such content can keep decision-makers from saying, “It’s the same old ploy,” or “This is getting old.” Following market trends isn’t enough as it benefits you more to find your own approach to these trends.
Crowdsource. In any case, the best ideas for marketing strategies come from the people that are targeted by them; in other words, “the crowd.” For this reason, businesses are turning to crowdsourcing initiatives to collate content for demand generation content. You can ask interested businesses to participate in an online study or have them contribute to your website in exchange for exposure.