7 Ideas to Improve Your Demand Generation Strategy

While inbound marketing aims to transform visitors to the b2b company website into leads and nurture them to make them perform the desired action, demand generation strategies aim to create interest and awareness, generating in prospects the need for the product or service that the company offers.

In this article, we focus on demand generation, with 7 useful tips to make the strategy even more effective. Find out more!

How to Take Your Demand Generation Strategy to the Next Level in 7 Steps

Here’s what you need to start doing right now for a successful strategy!

Make sure you know your prospects

If your goal (and that of your team) is to influence the demand of potential customers, you need to know them inside out:

What makes them happy?

What worries them?

What are their current challenges?

This will help you find ways to speak directly to them, grab their attention, create an emotional connection, and get them to take the desired action after visiting your company website.

If you’re not convincing prospects to take action, you’re not generating demand.

People tend to forget facts, but they remember stories. While marketers often focus on spreading facts and numbers, we should start telling stories that engage potential customers.

People relate to stories because they create an emotional connection with the characters, and they remember them more easily than data and facts.

Without a story rich in emotion, adventure and involvement, any demand generation strategy is doomed to fail, because it does not generate interest.

Add videos to landing pages

Any b2b demand generation strategy should have a dedicated landing page, the landing page for interested potential customers.

Adding a video to each of these pages is a great way to increase engagement, time on page, and conversions while decreasing bounce rates.

Create a pillar page with several proposals

Pillar pages are used to spark curiosity and interest in potential customers and get them to take action, so it’s a good idea to offer several options.

Here is an example of a pillar page that is specifically about demand generation.

If prospects are at the beginning of the buying journey and aren’t ready to share their data, they can download an infographic or watch a video. If they’re more advanced in the journey, they can click on the call to action and fill out the form with their data. And if they’re ready to buy, they can request a consultation with an expert, for example.

demand generationThese pages are important for SEO, but also to keep customers on the company site longer, even if they are at the beginning of the buyer’s journey.

Track visitors

When it comes to demand generation, we often immediately think of the end goal: leads. In reality, the first sign of success are visitors to the company website or specific landing page.

While some of your visitors may decide to "come out" and start a conversation with your salespeople, some will continue their buying journey in a more quiet and discreet manner: tracking your visitors allows you to identify opportunities already at this stage!

Try different option

It is unlikely that the first proposal will be a huge success. What you can do, however, is collect and analyze the data and refine the strategy over time. You can try different approaches, to understand which is the most effective for your target. Sometimes it is the combination of different elements that creates the winning strategy!

It may happen that more approaches fail, but do not be discouraged! In fact, it is appropriate to take advantage of what does not work so as not to repeat it in the future.

Optimizing a demand generation campaign means just that: testing, tweaking, failing, improving, analyzing data, and learning what works and what doesn’t.

Take advantage of retargeting and remarketing

During a demand generation campaign, you create curiosity and interest, but you do not collect user data. You must therefore find another way to stay in touch with these potential customers.

Retargeting or remarketing activities are a great way to continue to stay connected even after users have left your site.

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