B2B Demand Generation – The Definitive Guide

Combining Demand Generation and ABM can bring you results like these:

73 Scheduled Demos @ IT Security SaaS ($1.3M Pipeline) – Microsoft Ads
33 Leads (Demos) @ Agency ($48,510 Pipeline) – Facebook Ads

And a lot more similar results when you combine ABM and Demand Generation.

Campaigns like these can scale your business to hundreds of employees in a single month.

This article will show you just that, how to combine Demand Generation with Account Based Marketing and achieve the same result. We have a separate article for ABM, but make sure to read this one before reading the ABM one.

There have only been 2 ways of getting clients in a company. You could either:

  • Have a sales team that’ll do prospecting, cold calling, discovery calls, research, demos and etc…
  • Run ads.

The difference between them is that, one is Sales and the other one is Marketing.

The problem is that no matter if you do Sales or Marketing, in both cases, the prospect doesn’t have a need or demand for your product.

This is the reason why selling (or doing any type of client acquisition) through connections is much easier. A potential client that’s your friend, former college will give you a chance to pitch them and would let you explain your services in detail.

The more you know the potential client, the easier it is since you don’t have to position yourself in order to have the potential client’s interest or attention.

If you have an unlimited amount of time to explain your services, chances are that you’ll win that client, even more so if the client already trusts you.

The problem is, if the potential client doesn’t know you, doesn’t know your services, and doesn’t trust you, then generating demand, in this case, is very, very hard.

Cold Calling – Why It’s a Numbers Game!

A huge portion of companies does their demand generation in a very broad, simple, and ineffective way.

Their Sales team constantly pounds their phones doing cold calling, this works, but it’s a numbers game. You don’t actually generate demand, you just contact a huge amount of potential clients and hope that some of them would have a demand.

This is not Demand Generation!

And with Marketing? That’s even worse, companies are just running Branding campaigns and hope that some of their potential clients would remember their brand when they have a need.

This is a very bad strategy and in this article, I’ll cover how I fixed it. It’s not actually that hard if you could see the bigger picture.

Demand Generation: Transfer of Information & Content

When you are selling to a friend or former college, your success is higher since the potential client gives you more opportunities to transfer the information that you have to them.

This information can be the current market standards, their objections, their potential success, whatever…

The problem is, that a stranger will only give you a 15 second time for you to pitch them.

Or in a Marketing campaign, they’ll only give you, less than 5 seconds to read your ad.

Blog Posts, Markets & Customer Journey

How on earth are you able to transfer years of research, current market strategies, objection handling, and so on in just 5-15 seconds?

It’s impossible.

Imagine if you were a C-Level executive, your time is booked for an entire week, you are super busy, you get interrupted by a cold call or an ad and you get asked for an hour of your time?

Yeah, not going to happen, even if you had a demand, you wouldn’t schedule a call.

So I thought to myself if a potential prospect or client can dedicate 1 minute of their team per day, what if I could nurture that person for an entire month? Then I’ll have 30 minutes in a month and with a good copy, I might be able to generate that demand.

But then, it comes to a new problem? How do I communicate with the potential prospect?

Call, SMS, Email?

Demand Generation: Methods of Communication for Companies

I looked at calling, SMS, and Email and I came to the conclusion that each communication strategy is different based on the potential client’s journey.

If you call someone at the first stage, chances are that you probably won’t reach them that easily and calls are not measured well.

SMS is better, but also, not measured well.

So I decided to have Email as my primary strategy.

Emails are easily trackable, they can be measured and A/B tested.

But there is one problem.

As Emails are easy to send, they are also easy to delete and ignored.

This is where Lead Nurturing & Scoring come into play.

Demand Generation: Lead Nurturing & Lead Scoring – Buyer & Customer

Companies are doing Emails. That’s not a secret, but they are doing it wrong.

Very wrong.

A huge portion of companies relies on Email Drips, sending a sequence of Emails to everyone at once. This is a terrible strategy.

If I miss the first batch of emails and land on the last one, which asks me for a demo, then it’ll have the same result as a cold email or a cold call.

I’ll delete it.

Demand Generation Strategies & Target Audiences

This is where Lead Scoring comes into play. Lead Scoring is a system that monitors the activity of the potential client or prospect and adds them into buckets based on their engagement.

The more engaged they are, the higher the chance of them scheduling a demo. This is where companies like Adobe Marketo and Salesforce Pardot come into play. I’ve never used them before, all I know is that they are too expensive for what they do.

The tool I’ve used is Active Campaigns, it’s reasonably priced at around $2,500 per year (paid monthly), unlike Adobe Marketo and Salesforce Pardot which cost 5x that (and pretty much do the exact same thing).

So why are they so expensive?

Well, if you do set up a proper Lead Scoring and Lead Nurturing campaign, chances are that your ROI will skyrocket and the cost is justified.

What is a Sales Funnel? Why do Conversion Rates Matter?

In everything we do in life there are levels, we don’t start with the hardest level, we go step-by step. This is true in marketing as well. In order to make a decision, we need to pass through some stages before we get to the last stage.

Every buyer is different and some buyers have different buyer personas, but overall these strategies work the same on all prospective customers and that is through content.

With content we need to guide the ideal customer through the following stages:

  • Awareness
  • Consideration
  • Buying

We can do this through email marketing, sales alignment, gates content, to make a buying decision. This is called the buying journey and it defines our demand generation process and tactic.

We’ll need to provide different types of content, relevant content through our marketing emails, this is easier done with guest posts as well.

What are Qualified Leads?

A qualified lead is usually derived from inbound marketing when a potential customer signs up requesting a demo, this can be done through marketing programs, display ads, or display remarketing.

Demand Generation Programs & Efforts

There are various programs you can use to build a successful demand generation campaign, we do recommend that you build it yourself, as it’s possible that agencies that offer demand information services may not have the proper demand generation activities that can bring demand generation efforts.

Without proper demand generation ideas and tactics, it might be hard for your brand to generate leads that will be sales qualified for your sales rep.

For this, we also recommend that your build your own sales decks, the better your sales deck is, the more you can fill your sales pipeline with sales meetings.

This is how you become sales-readiness.

Diving Deep Into Buyer Personas To Generate High-Quality Leads

In order to generate high-quality leads, you’ll need high-quality content. This could be through gates content, content upgrade, content marketing or any type of piece of content that you can create.

Valuable content can bring higher conversion rates when you start running your campaign.

Quality content brings a better customer experience and it redefines the customer journey maps.

Different content can be set for each customer segment.

Lookalike Audience & Target Messages

Audience setups are very important, having custom audiences or lookalike audiences are very crucial to your campaigns.

Proper messages (whether that’s motivational messages, information or similar) can have a high impact on your campaign.

You can use a message service to build your messages for you, but we recommend doing it yourself.

Make sure that your messages are well written with direct response persuasive tactics.

Popular messages are usually delivered through events and in-person events. But due to limited accessibility through events, joining a virtual event to deliver your message can be a very good idea.

Furthermore, you could use another channel as well, like social channels.

B2B Demand Generation – Revenue End Results?

So, what can you expect to get back with a perfect B2B Demand Generation strategy?

The results are going to be the same, if not better as if every company in the world already knows you.

Because they will, with the email you’ll send they’ll personally know you.

They’ll know what you stand for, they’ll know the services you provide, how their services will help their company (through a conversion funnel).

And if the potential client completes every step of the funnel or client journey, then the demand will be generated and your client acquisition cost will be in the range of hundreds of USD, instead of the thousands like every single company pay for.

Your process will be defined, as a strategy that works every single time, a strategy that’s not relied on luck.

So, go ahead, read my other articles on Demand Geneartion, Account Based Marketing, B2B Copywriting & Lead Scoring/Nurturing.

They are Free.