Simplifying The Process Of B2b Demand Generation

Sales and demand are two aspects of a business that are heavily interconnected

, if not interdependent. Demand is considered to e the base line of business as the sales ratio depends heavily on it. Thus for the businesses that are in the trade of product and services that are meant for other companies, rather than common consumers; in other words, the firms that have a business to business set up, demand generation becomes a necessity. Accordingly a huge amount of fund and time is invested in this process. However, despite all those efforts, only twenty per cent of sales and marketing executives are absolutely sure that their present demand generation campaigns will hit the intended target. Recently a poll was conducted and more than five hundred sales and marketing executives and firms from around the world participated in it. It would be wrong to say that the results revealed by the poll were absolutely hopeless. Actually, the results put forward both considerable challenges and lucrative opportunities for the marketing executives.

It has to be understood that the problem with demand generation for a B2B firm lies in the fact that it is completely different from other kinds of marketing and thus cannot be done successfully with the same tools. Instead, this kind of marketing has to be done with the client, or at least the potential client. In this regard the importance of the process of B2B appointment setting cannot be underestimated. The most basic way and also, the most common way of doing this is through telephone calls. Experts even opine that the job of B2B demand generation is half done if the B2B telemarketing process is properly carried out.

Now, it is also undeniable that the job of B2B demand generation is easier said than accomplished. Keeping a few simple facts in mind while chalking out the marketing campaign can actually help in improving the success rate.

i)Content: Almost forty per cent of the marketing executives are of the opinion that one of the biggest reasons why demand generation campaign fail lies in the fact that the content of the respective company is not engaging enough. Thus marketers should use this opportunity to help their clients improve their content campaigns by the means of offering their clients with something which is actually relevant to them.

ii)Offers: More than half of the marketers who participated in the above mentioned poll are of the opinion that their organizations B2B appointment setting efforts fall on deaf ears as their marketing campaigns focus too heavily on their own services and products ad very rarely turn the attention towards what the customers are actually troubled with and what they actually need.

iii)Sales-Marketing Connection: Around sixty to seventy per cent marketing executives said that their sales teams make a huge mistake by using a lot less than even the half of the B2B demand generation content in their marketing department produces. Most marketing executives only talk to sales team as they are the ones who can identify the requisites that are being put forward by the clients. Thus it is their feedback which matters the most.

by: Aedan

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