Both lead generation and demand generation work harmoniously within the same hierarchy of marketing needs.
However, there exists within the B2B marketing industry the general misconception that creating demands is similar to advertising. The unifying idea of awareness generation may be the reason for this. As a result, many companies tend to use the term “demand generation” without an idea about its essence.
Shattering the notions
Given this problem, we are led to believe that generating demands and brand awareness grow on the same tree, but this is false.
For one, branding is listed under the broader indexes of demand generation. In fact, it is one of many steps in creating consumer demands. So, in a way, branding is just another branch of the demand tree.
Along these lines, we can say that there is more to acquisition of market demands than just promoting products and services. Under it are also the disciplines of lead nurturing and SEO.
It is thus imperative that companies make use of the whole faculties of creating demand. Branding has the function of creating an image, but it is more important to access multiple channels and utilize various inbound marketing techniques in order to gain qualified leads.
Moreover, getting demands merits the use of pre-campaign analytics to identify, segregate and validate potential buyers. For this, a specialized staff is needed.
Aim for demand and not just awareness
As a marketer, your main thrust is to generate enough knowledge about your products as possible. To do this, you may need to include a plethora of marketing techniques.
Start off by establishing an online presence through SEO capabilities. Now, this is more on the content side of marketing, but it nonetheless helps in creating demands. By incorporating solutions to specific issues and generating content with high searchability, your company will be able to penetrate different prospects and gain qualified sales leads.
With that settled, lead nurturing will come to the fray. Extensive prospect engagement and follow up are essential.
Activity should be continuous. With existing customers, provide new offers and updates for problems not yet encountered.
Aside from these points, the most important thing to remember as a B2B company is that you are helping people out by resolving certain issues, and not solely to come out in the open and say “I exist, therefore I’m your man.”