{"id":11651,"date":"2022-02-10T02:28:07","date_gmt":"2022-02-10T02:28:07","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/how-to-build-a-successful-demand-generation-strategy\/"},"modified":"2022-02-10T02:28:07","modified_gmt":"2022-02-10T02:28:07","slug":"how-to-build-a-successful-demand-generation-strategy","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/how-to-build-a-successful-demand-generation-strategy\/","title":{"rendered":"How to Build a Successful Demand Generation Strategy"},"content":{"rendered":"

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Demand generation strategies focus on building reliable brand awareness and interest. The main goal of a demand generation strategy is to establish your brand as an authority in the industry and the result is higher-quality leads. <\/p>\n

This blog will dive into what goes into building a successful demand generation strategy and why you should add one to your marketing plan.<\/p>\n

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Why Do I Need a Demand Generation Strategy?<\/h2>\n

If you\u2019re looking to establish yourself as a leader or authority in your market, you need a strong demand generation strategy to create a foothold. As the authority, you\u2019ll carry more weight with potential customers, which will ultimately boost your bottom line.<\/p>\n

What\u2019s the Difference Between Demand Generation and Lead Generation?<\/h2>\n

The terms \u201cdemand gen\u201d and \u201clead gen\u201d are sometimes used interchangeably, but they have different goals. As mentioned above, demand generation focuses on building brand awareness and lead generation works on turning engaged audiences into leads using direct outreach.<\/p>\n

A demand generation strategy may include high-level blog posts, and free ebooks, reports or guides. A lead generation strategy uses more in-depth gated content (ebooks, guides or reports) to gather leads.<\/p>\n

How to Build a Demand Gen Strategy<\/h2>\n

According to Gartner<\/a>, there are five steps to build a successful demand generation strategy: <\/p>\n

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  1. Build brand awareness<\/li>\n
  2. Create a content strategy<\/li>\n
  3. Foster high-quality leads<\/li>\n
  4. Add ABM strategies<\/li>\n
  5. Find a marketing partner<\/li>\n<\/ol>\n

    Here\u2019s how they all fit into the strategy.<\/p>\n

    1. Build Brand Awareness<\/h3>\n

    Building brand awareness starts with creating content that introduces your brand and focuses on your ideal customer\u2019s pain points and problems. This can be achieved with blog posts that focus on a prospective customer\u2019s problem and how your company can solve them. Your blogs should not be used to make sales pitches \u2014 that may turn potential customers away. <\/p>\n

    Another way to build awareness is to offer free guides or reports. Providing free educational materials will engage your audience, increase shareability and boost sales enablement.<\/p>\n

    2. Create a Content Strategy<\/h3>\n

    Your content strategy is a roadmap for the planning, creation and delivery of your assets. Content includes more than just words \u2014 it also includes video, images and other forms of multimedia. <\/p>\n

    As you plan and create content, keep in mind that your goal is to build trust with the customer \u2014 after all, your goal is to establish yourself as an expert. Create pieces that provide timely and helpful advice at every stage of the buyer\u2019s journey. (Side note: It\u2019s a good idea to have established buyer personas <\/a>so you know exactly what content will be helpful at each stage.)<\/p>\n

    3. Foster High-Quality Leads<\/h3>\n

    After leads start coming in, work with your sales team to nurture them and build a lasting relationship. Any content created should be in tune with your prospective buyer\u2019s questions, concerns and behaviors, and interaction with these leads should continue through to a purchase.<\/p>\n

    It\u2019s all about providing the right content at the right time for the right stage of the buyer\u2019s journey.<\/p>\n

    4. Add ABM Strategies<\/h3>\n

    Account-based marketing (ABM) targets a select group of accounts that have a higher chance of converting. These accounts are then nurtured through customized engagement and support. Consider creating buyer personas for these target companies and evaluate what business objectives and values the accounts share, as well as what major steps in their buyer\u2019s journey precede purchase.<\/p>\n

    An email nurture campaign for an ABM strategy may include the following:<\/p>\n