Demand generation contributes a good deal of quality prospects to marketing. In order to attract the right customers, marketers need to create effective messaging campaigns to augment their lead generation and appointment setting efforts.
At present, multi-channel means are being applied to build brand awareness as well as establish networks with industry professionals and decision makers. But it takes more than content and a social media from the bottom up.
Demand generation is built with four important pillars which marketing applications expert Avinash Agrawal summed up in this post for Vyakar.com.
- Business, brand and marketing strategies
The foundation to this pillar is based on a competitive advantage. This advantage should be compelling. The nature of business, brand and marketing strategies is that it includes planning and implementation. It also includes closed loop demand centre operational structure. This pillar is based upon consistency, and with the Demand Centre at its hub, an ROI-centric culture promotes excellence. The assumption taken in any demand generation is that the market has a need which has not been met as of yet.
- Technology: big data and marketing operations enablement
This pillar is powered on the basis of data insights and data access of the differentiated consumer experiences, as collated by integrated technology. There is a lot of data available. Which data is useful in drawing conclusions? This pillar involves building a data strategy to determine precisely this.
- Target audience marketing through progressive persona profiling
Using the modern buyer’s ten-stage journey, this pillar involves, in simple language, being able to understand your target audience. What is your consumer segment thinking? What are they experiencing? What are they feeling? These are some of the key questions which bear answering. These questions should be asked at each of the ten steps to have a complete and useful knowledge of your customer base.
- Buyer experience
This pillar is perhaps one of the most important ones. Keeping the journey of the users in mind, you need to create a strategy that will offer compelling conversation streams. This should of course involve the determination of the content strategy too. The progressive persona profiles built in the previous pillar and the ten-stage journey are useful in this pillar too. Messaging, content and channel activation are some of the ways in which this can be done.
Since demand generation is deeply rooted on relationships, marketers need to focus on creating strategies underscoring an extensive understanding of their audience. The same attitude needs to be applied when managing and prepping up leads for sales reps to pursue.
But just in case you are struggling in that part of marketing, you might want to hire someone who can capably translate your strategies into actual revenue.