Today's topic is about how to generate demands in the B2B market. The founder of Amplifica Digital, Eric Klein, shares some practical tips on how your company can generate demands to create more business in the market.
We know that sales are complex in the B2B market, we have longer sales cycles than a B2C company. So since we have a slightly longer cycle:
- How can we generate demands at the entrance of the Funnel?
- How can we nurture these leads in a strategic way to generate opportunities for the commercial team?
B2B sales are complex sales, they are sales that have a sales cycle of 3 months, 6 months or even 12 months. In some cases, depending on the type of company, product or service that your company sells, this sales cycle can be even longer.
- How do we use the full force of digital marketing?
We use demand generation with active prospecting to be able to unify the prospecting funnels, which is the traditional sales funnel and also the inbound marketing funnel.
What is demand generation?
Demand generation is nothing more than generating more revenue for companies. When we talk about the B2B market, there are some strategies that are extremely important for companies that operate in this model. One of them is lead generation through outbound prospecting.
So when you have your own tools and tools specialized in generating leads for your base, you have the recurring entry of leads and so you can increase the number of leads within your commercial funnel.
Lead Generation
Another strategy is, after these leads enter your funnel, for example prospecting leads, you also have additional channels, which are lead generation through sponsored campaigns within LinkedIn Ads.
We know that Linkedin is a platform that brings together more than 700 million decision-makers. In this way, this platform ends up being useful for companies that are B2B to carry out more effective campaigns, targeting decision-makers who can buy their product or service.
So it is necessary, if you can, within your strategy, to have a lead generation machine through outbound prospecting. It is also advisable to have a lead generation machine through sponsored campaigns within LinkedIn. Creating, for example, rich materials (top of funnel materials).
But we know that leads that will enter campaigns that are top of the funnel will have to be nurtured until they are ready to buy.
Sometimes companies end up not having time to wait for this lead to be warmed up by Inbound Marketing, for example. After entering a sponsored campaign, he will need to go through a nutrition rule. This time does not always meet the expectations of the commercial team.
What can be done in these cases is to generate a bottom-of-the-funnel campaign within LinkedIn itself.
What is a Bottom of Funnel Campaign?
Introduce who you are and what you do, also show your product or service. When you run a bottom-of-the-funnel campaign on LinkedIn, you have leads that will enter your funnel that will be ready for you to present your solution or your product/service. Obviously, the investment and acquisition cost of this lead tends to be higher than a lead, for example, that will download top-of-funnel material, such as an e-book or digital material.
Importance of Demand Generation
Demand generation is very important for companies to have entry resulting from leads in the base. Every company has an expense and it has an income, so to keep a company growing, it needs to invest in areas that are demand generation areas. And then you need to test different channels.
What channels can you test? What are the most effective channels that work for your business?
Eric Klein mentions, for example, outbound prospecting and also lead generation through sponsored campaigns within LinkedIn. There is also one more channel that you can test, for example Google Ads. Within Google Ads you can buy specific keywords related to your product or service. Build a page, so when people search for that word, they are directed to that sales page.
