Demand generation is a robust strategy designed to expand your market, enhance your close rates, and drive high-quality sales. As part of a larger inbound marketing strategy, it focuses on making your company visible to decision-makers, ensuring your efforts hit your KPIs.
Understanding Demand Generation
Demand generation encompasses the entire funnel, from creating awareness to capturing demand and converting it into sales. It’s about generating interest and desire for your product or service. Here’s how Leadfeeder successfully implemented demand generation strategies to grow from a three-person team to a company with over 60,000 active users.
Leadfeeder’s Demand Generation Funnel
At Leadfeeder, our demand generation funnel consists of several key steps:
- Building Awareness: We focus on creating engaging content such as our podcast, B2B Rebellion, and sharing sales and marketing strategies on our blog.
- Creating Demand: We produce in-depth, useful content like detailed guides to ABM, lead generation, and demand generation, showcasing our expertise and how our tool enhances these strategies.
- Identifying Intent: Content like our profit calculator or high-intent webinars helps us identify users who are close to making a purchase.
- Capturing Demand: We move interested users towards free trials and demos, capturing their details to convert them into customers.
Understanding the difference between demand creation and demand capture is crucial. Demand creation generates awareness and interest in your offering, while demand capture involves collecting contact information and turning those leads into customers.
Before You Start: Know Your ICP and Their Pain Points
For demand generation tactics to be effective, it’s essential to understand your Ideal Customer Profile (ICP) and their pain points. Know what problems they face and what challenges keep them up at night.
5 Demand Creation Tactics
1. Have Something Meaningful to Say
Your content needs a strong point of view to be effective. Work internally to craft a meaningful perspective and thread this through all your content. At Leadfeeder, we collaborate with our sales team to share expert-level advice on sales strategies.
2. Create Ungated Content for Organic Keywords
Ungated content that targets organic keywords is more effective than gating content to generate leads. For example, we create in-depth, useful content targeting terms like “cold email templates,” which attracts salespeople interested in our tool.
3. Co-Market with Companies with a Similar ICP
Expand your reach by partnering with non-competitor companies with a similar ICP. Co-marketing strategies can include hosting webinars, co-hosting podcasts, creating white papers, and featuring quotes from complementary companies.
4. Repurpose and Distribute Multimedia Content
Maximize the reach of your content by repurposing it into different formats. Webinars, podcasts, and video interviews can be transformed into blog posts, ebooks, and guides. This approach helps you reach a wider audience and generate more demand.
5. Run Paid Social Campaigns Targeting Your ICP
Use platforms like LinkedIn for paid social campaigns targeting specific segments of your ICP. This helps distribute both gated and ungated content to the right audience, increasing demand.
5 Demand Capture Tactics
1. Run Paid Search Campaigns for High-Intent Keywords
Create paid search campaigns targeting high-intent keywords to capture leads further along in the buyer’s journey. At Leadfeeder, we target terms like “Leadfeeder vs (our competitors)” and “IP enrichment” to capture high-intent users.
2. Maintain a Strong Presence on Review Sites
Ensure your company’s information is accurate on review sites like Capterra. Respond to reviews and update features, pricing, and screenshots to influence high-intent users and secure new customers.
3. Identify Companies Visiting Ungated Content
Track IP addresses to identify companies visiting your website and what content they view. Use tools like Leadfeeder to determine if they fit your ICP and send this data to sales in real-time.
4. Personalize Your Website for Your ICP
Personalize your website content based on visitor data to push potential customers to convert. Mention their company name or showcase relevant case studies to create a personalized experience.
5. Retarget at the Account Level Using IP Data
Use IP data to retarget companies across the web. Leverage information about their company to create targeted ads on platforms like LinkedIn and Google Ads, capturing demand generated earlier in the process.
Ready to Launch Your Demand Generation Strategy?
Successful demand generation builds authority and brand awareness through high-value content and captures that demand through retargeting ads, website identification tools like Leadfeeder, and personalized experiences. While lead generation turns an existing audience into customers, demand generation creates new demand, making it a powerful tool for B2B businesses.
By implementing these strategies, you can effectively create and capture demand, driving growth and achieving your sales goals.
