How to Make Demand Generation Work for your Software Offers

The IT and software industry is highlighted by two issues: competition and urgency.

Understanding these two can have a lasting impact on one’s B2B lead generation.

First off, competition in the IT services and applications development market is getting tighter. Industry players are developing ways on how to market their products more effectively in a bid to improve brand exposure. Those willing to buy such solutions are buying out of a sense of urgency. In the fast-paced society we are living today, we want to solve certain software-related issues as soon as our competitors upgrade to better business infrastructure.

Now, competition and urgency are two subjects every marketer has to deal with. They can be approached simultaneously with an optimized demand generation campaign. Having such a system in place, you can enhance your competitiveness as well as satisfy the needs of hard-pressed B2B buyers.

You can already smell a fresh batch of software leads just thinking about it. But there are tons to consider in implementing a demand generation program that yields realistic results.


How to Make LinkedIn Work Well for your Lead Generation

Vivien on LinkedIn: How to Make LinkedIn Work Well for your Lead Generation


Not sure where to start? Boost your volume of high quality software leads with these surefire marketing tips.

Promotional activities.

Traditional modes of brand promotion are still relevant despite prevalence of online marketing techniques. Trade shows and exhibitions are still common practice among most software and IT companies, given that these serve as avenues that give way to professional and intimate business relations.

Besides, face-to-face interaction with your prospects makes it easy for you to influence their willingness to buy. tweet!

Bonus: Building your Brand? Create Productive B2B Social Campaigns with these Tips

Targeted emailing.

Forget what other marketers tell you. Emails have been proven to produce more B2B sales conversions than any other marketing medium. tweet! This is due to the fact that one can always fashion emails according to pertinent data such as the professional affiliations of individual prospects and the size and target audience of their respective companies.

Bonus: The Three Important Components Of Any Email Marketing Campaign

Efficient lead management.

B2B demand generation can be maximized when you have a streamlined lead management system in place. Scoring your prospects enables you to narrow down your marketing campaign to those who have the propensity to engage you in a sale. In addition, lead nurturing programs should also be prioritized as these can drive interest towards your products.

Bonus: The Elements of an Effective B2B Lead Management Structure

The software industry is just teeming with demands for better IT solutions. Sales opportunities are endless and it is high time for your company to ride this wave and reap a good amount of revenue.


Lead Generation Services

Get more aggressive and employ lead generation campaign now!


How to Have a Productive B2B Demand Generation Team

Harmony is important in every aspect of business life. And as a marketer, your task is to ensure that each process that comprise the operation is up and running to produce significant results. Hence, there is a need for you to enhance your demand generation and other marketing processes every step of the way.

Now, this poses a challenge among marketers who are particularly struggling with complex demand generation activities. It is apparent that a business needs all the exposure it can get in order to fish out B2B leads. This entails knowing the right kind of content that attracts a high volume of lead traffic. But the thing is it is more of trial and error than precise speculation.

In many cases, constant experimentation with different demand generation strategies can be costly if not ineffective. So, what is the best way to come up with a solid campaign?

For this, you may need to look to your team for the solution. No doubt that marketing and sales occasionally butt heads over a variety of issues. Lead quality is one of them. Sales often complain about the quality of B2B leads that enter the pipeline. Marketing, on the other hand, is hard pressed to find the right prospects for the lead management database. For some businesses, the dissonance comes as trivial, but it will continue to hurt your revenue generation processes.

So, clearly marketing and sales need to work together, but how can we harmonize the differences between the two? Well, the cures can be as simple as the following tips:

Setup an effective lead nurturing database

Apparently, both your teams need the appropriate infrastructure in order to track and score leads based on their preference to buy. Lead management software is thus needed in order to accurately gauge the value of each within your database.

Foster healthy dialogue

Oftentimes, conflict between marketing and sales can be the result of miscommunication. If you think your processes are not getting the intended results, then it would be time to set a meeting. Have your sales discuss about the leads it needs to pursue. On the other hand, ask about the needs of your marketing arm for a more effective demand generation campaign.

Hire an independent corps of personnel

If you want profitability to be your core mission, then you may want to hire a B2B lead generation company that can supply you with an integrated marketing and sales staff. That way, you can streamline your business activities without worrying about conflict management.


Download the Ultimate Lead Generation Kit eBook

Demand Generation: How to Offer Something New

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.

Generation D: Exploring The Relevance of Demand Generation

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.

The relevance
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.”

Fact of B2B Marketing Life: Conversations Matter

Fact of B2B Life Conversations Matter

When trying to sell a product, content marketing strategies are highly important.

Whether selling VOIP or office supplies, marketers are always faced with the challenge of creating quality content to attract prospects. This heralds the use of compelling and convincing stories.

Nothing bad there; only that too many B2B marketing strategies are highly dependent on compelling content than actually knowing their prospects well. It is an unhealthy fetish that could not help conversion rates increase.

What marketers really need is to initiate healthy dialogue with their prospects, which guarantee hefty conversions of sales leads.

And here’s how to do just that:

Don’t shove.

Aggressiveness drives content marketing. But does it really help attract potential leads? In reality, trying to convince your customers by stuffing their inboxes and answering machines can be annoying on their part, and costly on yours. Don’t try to scare them away with frequency. Instead, present them with issues that they may be experiencing, thus creating demand.

Know what they REALLY want.

Like Russian roulette is how most marketers view campaign strategies. It’s a matter of luck. You send an e-mail or make a phone call, hoping that all will be well. This is nothing less than a cynical attitude towards B2B lead generation. To change your perspective, a better analogy should be considered: Marketing is like 20 Questions. Businesses should always ask the right inquiries. The hotter you are to knowing customer issues, the closer you are to a done deal.

Stories don’t sell.

It has been a common misconception among marketers that their practice is simply to sell a product. Seasoned marketing rhetoric is the main weapon here, but its one-way structure lacks the ability to emphasize the real needs. Social media nowadays has given companies the opportunity to engage their markets directly, and you should be able to wield it as an inbound marketing campaign tool.

Be active and follow up.

Marketing is not a set and forget kind of endeavor. Always be cognizant of current trends in gauging market demands. Also, always keep in touch with existing customers. There is no telling if they have new problems in need of resolving, and you should always be ready to communicate with them and offer them something new.

With these pointers in mind, you will realize how much lending a curious ear means to you and your customers. Content may have attracted your prospects, but a real sense of market vigilance is needed to reel in the catch.


Planning on launching a product? Here’s how you make it ‘viral’

Planning on launching a product Here’s how you make it ‘viral’

Product launches are vital in a business that strives to establish (or maintain) presence in its respective niche and beyond. It’s like the red carpet event prior to a prestigious awards show.

It’s usually a hit-or-miss gig; there’s no in-between. Either you launch your product successfully with all the media hype (positive, preferably), or, the event stunk like a rotten piece of forest vegetable.

As a marketer, you should not leave the fate of your product launch on the event itself, because by then you’d have little control of what’s going to happen. There has to be an effort to ensure the success way ahead of the launch schedule.

That’s where the ‘viral’ element is important.

By making your launch shareable online, you create an initial group of audience which already has an increased probability of supporting your event.

John Doherty, SEO and Content marketing specialist and veteran blogger, shares his tips on how to achieve ‘virality’ in launching a business product.


Build Your Audience First

The step that most people miss is the importance of building an online audience before you even announce your project. The strength of an engaged audience is the most valuable force multiplier you can possess, as these are your true and dedicated fans who will spread your cause far and wide to their audiences.

Pre-seed the idea to friends and influencers

You have your idea, you have built an audience with consistently relevant and high quality articles and opinions, and now you’re ready to start work on it.

Find a couple of peers that you trust and ask them their opinion. This could be your boss, a peer in your industry, or an influencer who has experience with launching products in your niche. Tell them your idea. If they are a trusted person (and they should be at this point), don’t fear that they might steal your idea. People are generally more helpful than you might ever realize.

Minimum Viable Product

Now comes the fun part, the part where you actually get to build something.

The goals here are to give people an example of what, an idea of why, and a reason to sign up (what will they get in exchange?).You don’t need a fully functional product (or even functional at all) to launch your intent; give people a taste for what the product could be.

Dedicated Landing Page

The next step is a dedicated landing page. There are many platforms on which to do this, but the key elements are:

  • Easy signup;

  • Emotional pull (what the reader will get);

  • Encouragement to share;

  • Enough information to get them excited;

  • An aesthetically pleasing layout (that instills trust).

Encourage social sharing

After signup, encourage your new audience member to share the project with their own audience. Provide multiple sharing options for them, on the various social networks, as many people online have a preferred audience for sharing different information.

Custom Landing Page after Confirmation

Another way to approach the thank you, and my preference is a custom landing page dedicated to the people who have signed up to your mailing list.

Read the full post at The Anatomy of A Viral Marketing Product Launch