Performance Marketing vs Brand Marketing: What’s the Difference?
by Isabel Greenfield
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Creating a genuine interest in your product or service is a must if you want consumers to convert. A solid demand generation strategy will give you more qualified leads to hand out to your sales team.
Read on to learn the demand generation tactics that will put you on the fast lane to growing your business.
A demand generation strategy is a series of actions you can implement to build brand awareness through different channels. The main objective of a demand generation plan is to help the buyer recognize their need for your product or service, creating an actual demand for it.
A demand generation plan helps to educate your target audience and make them excited to learn more about what you’re selling. Demand generation intends to make your offering more visible to the public so that you can build a sales pipeline for your business. The goal is to create a necessity by positioning your product or service as the ultimate solution for your customer’s pain points.
Demand generation metrics provide the most reliable way to get the results you want from your strategy. To understand the success—or lack thereof—of your demand generation efforts, you’ll need to focus on the following key performance indicators (KPIs):
In addition, conducting customer satisfaction surveys will help you monitor how your existing and potential clients perceive you over time. This information is essential to the consumer-centric aspects of demand generation. Assessing both the quantitative and qualitative elements in your strategy will help you identify what you’re doing right (and more importantly, what you could be doing better).
If you believe your current demand generation strategies are falling short, make adjustments to get back on track. Here are the top ten demand generation best practices you should be implementing to build brand awareness and capture healthy qualified leads.
Think of your demand generation funnel as a map to help you better visualize the various stages of the customer journey that your audience experiences. It will keep you aware of what they go through—from the moment they first notice your brand to when they make a purchase decision.
Conducting intensive market research is critical to gaining a clearer perspective of what type of model you need to adopt for your specific industry and goals. It will enable you to tailor your demand generation campaign to your exact needs and improve your definition of a qualified lead.
To optimize your framework, you could divide it into four main phases—discovery, engagement, conversion, and reward—and go from there. However, keep in mind that there’s no one-size-fits-all formula for demand generation tactics. The approach you take should be unique to your brand, your audience, and your offering. You can assess your demand generation needs as you go and add stages to your map accordingly.
With the many actions involved in a good demand generation strategy, it can get rather challenging to manage things on your own. Luckily, you can always lean on automation tools to get things running smoothly and do more in less time. Marketing automation can help optimize:
In addition, marketing automation and CRM allow all parties involved in the demand generation funnel to perform their duties more efficiently. Implementing the right tools will take repetitive activities out of the way so that they can spend more time nurturing those prospects that are more likely to make a purchase.
To attract prospects and turn them into leads, you need to develop and reinforce your relationship with them at every stage in the funnel. If you listen closely to their wants and needs, you can deliver a more attractive response through your marketing and communication efforts. Giving your target audience relevant and useful information throughout the sales pipeline will help you gain their trust and build a stronger bond with them.
Now more than ever it’s important to indulge your prospects with a smooth cross-channel experience. This will make it easier for them to navigate the purchasing process and make them more likely to buy. Creating a seamless, non-invasive, and personalized advertising experience for your customers will make them feel valued and heard.
Most marketing automation platforms will allow your organization to create a solid lead nurturing program that enables lasting relationships with potential clients through meaningful interactions. Testing these exchanges will keep them effective and healthy, and will give you valuable insights into what type of messages your leads find the most useful along with how often they want to receive them.
Nobody wants to waste time and resources on leads that will never take the leap and make a purchase. Lead scoring will help you ensure that the leads you’re working with are more likely to buy from you and enable you to prioritize them.
Assigning a score to your leads based on relevant data is the backbone of a solid lead nurturing methodology. It helps you define when it’s best to reach out to each buyer, what to tell them, and how. Your lead scoring efforts should consider:
Focusing on an account rather than an individual lead is an excellent strategy for scalable business development and revenue growth. It allows you to combine your resources and efforts and build tailored marketing and sales tactics to drive engagement among high-value accounts.
ABM marketing uses data to pinpoint which accounts you should target. This approach gets you closer to finding the right contacts within an organization so that you can provide them with personalized communications that offer them more value.
Demand generation relies heavily on the content you craft to educate your audience and create brand awareness. That’s why developing a robust content strategy is so important. When you design a solid plan for content creation and publishing based on your target audience’s interests and behavior, you become more likely to get better leads and increase your sales.
Nowadays, 93% of B2B marketers use content marketing to get their message across. Crafting a blueprint to map out your content plan will let you ensure all the resulting materials are relevant and goal-driven. To prepare a winning content strategy, you must define:
Demand generation is all about capturing your target audience’s interest. Social media is a potent tool to achieve this goal if you know how to take advantage of its reach and versatility. This channel will give you an audience and the possibility to push your content to them organically through valuable posts. Using diverse social media platforms will help you connect and interact with your prospects, providing you with interesting insights that can be utilized to make your content more relatable.
Also, social listening will give you an endless source of relevant data on your audience’s behavior, preferences, needs, and more. This information will help you masterfully shape your demand gen campaigns to make them much more effective.
Email marketing is a valuable data source that will help you optimize your demand generation efforts. Evaluating your email marketing campaign performance based on your open rates, spam complaints, and unsubscribe rates will lead you to improve your efforts. Some actions you can take to enhance your email marketing actions are:
Event marketing is an excellent way to build brand awareness and authority. It gives you the opportunity for real-time buying engagement and allows you to present your prospects with solutions quickly and dynamically. In addition, hosting an event opens the door for direct interaction with your audience. Leveraging this marketing tool will enable you to develop trust and build brand loyalty.
Connected TV campaigns allow you to reach a larger pool of prospects to generate the demand you need successfully. And with Performance TV, you can reach those segments of your audience that aren’t actively looking for your offering.
We’ve transformed the television screen from a brand marketing channel to one that functions a lot like paid search and social. Just upload your creative, target your audience, and set your budget and goal, and your CTV campaigns will be ready to launch. Performance TV is a solid complement to your paid search efforts as well and can be fully integrated into Google Analytics—allowing you to access precise, actionable data that can be analyzed in real-time.
Connected TV is a game changer, even for B2B operations. Trust us, we use it ourselves! We have more details in the articles we’ve written on B2B demand generation, B2B programmatic advertising, and B2B retargeting.
Optimizing your demand generation strategy is not an easy task. However, the tactics above are proven to help reach a wider audience and convince not only that they want what you offer, but that they genuinely need it. If you’re looking to enhance your demand generation on a channel like Connected TV, sign up for our report below to get started!
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