New Breed Expert Guide

WHAT IS DEMAND GENERATION?

Full-Funnel Marketing and Sales Growth

Demand generation refers to the comprehensive program of sales and marketing initiatives that aim to generate interest for your product or service, nurture high-fit prospects into customers and retaining those customers for the long-term. By executing an effective demand generation strategy, you're not only discovering opportunities, but also creating them; from data-driven business growth to sales and marketing alignment, demand generation allows marketers to make smarter decisions for their companies. 

Unlike the traditional marketer, who is measured on the number of leads they bring in, the demand generation marketer is measured on their total contribution to revenue. In other words, the leads that a demand generation marketer passes over to sales must be a truly good fit for the company and therefore have a high likelihood of becoming customers.

How can you increase demand and drive revenue?

Demand generation involves every stage of the marketing funnel — from bringing an unknown visitor to your website, to converting that visitor into a paying customer. It requires complete visibility into your funnel to identify the gaps and opportunities that can be optimized for improved performance. It's time to diagnose your challenges and build a solution for sustainable growth.


Top 6 Challenges of B2B Demand Generation

A Siloed Strategy Could Cost You Millions

Demand generation bridges the gap between your sales and marketing teams for powerful and harmonious inbound growth. But juggling all of your marketing and sales efforts, from first touch to client retention and upsells, is no simple task. Here are some of the most common challenges marketers have with leveraging a full-funnel demand generation strategy.

1. Your website isn't attracting visitors.

People have to know about your product or service before they can purchase it, so a successful demand generation strategy begins with brand awareness. If prospects aren't even reaching your website in the first place, you could have issues with your brand identity, blogging strategy, SEO strategy, social media strategy or persona development.

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2. You don't understand your audience.

Because a demand generation strategy considers every touch point in the buyer's journey, all the way through customer retention and upsells, you need to make sure you're marketing to high-fit prospects initially. If your leads are closing or your customers are quickly churning, you could have issues with your buyer personas.

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3. Your website doesn't have conversion opportunities.

Too often, marketers make the mistake of thinking that accurate personas, great content and lots of web traffic is enough. To generate leads, you need to give your visitors the opportunity to offer some personal information in exchange for the valuable content you've created; you need conversion opportunities spread strategically across your website.

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4. Your leads are not becoming customers.

After working tirelessly to fill the company's pipeline with leads, the most devastating thing a demand generation marketer can hear is that the leads they're bringing in aren't converting into customers. In this case, possible problems include: sales and marketing misalignment, lack of sales enablement materials and misunderstanding the customer journey. Meet with your sales team to better understand how they qualify leads and what they need from marketing for a more successful sale.

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5. You're not retaining customers.

Who ever said you couldn't market to your existing customers? An effective demand generation marketer understands that just because a sale is closed-won, that doesn't mean their job is done. Client marketing is a great way to improve retention rates, promote upsells and decrease customer churn. However, if you're marketing to current clients and encouraging customer success, you could have an issue with your personas.

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6. You have trouble tracking and measuring results.

The best demand generation strategies are driven by data and powered by technology. If you don't know which of your tactics are working and which are falling short, you won't be able to continuously optimize in the future. Define the most important metrics for your business and track them using marketing and sales analytics software.

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PROVEN STRATEGIES FOR GENERATING DEMAND

Attract, Engage and Delight

Demand generation has many moving parts, but once you've learned to juggle them all effectively, you can use it drive powerful results for your business. Here are some key tactics for finding, acquiring and moving leads through your full sales and marketing funnel.

To learn complete and actionable tips for developing a demand generation strategy, download our guide, "The Essential Guide to Demand Generation."

SMART Goals

Generating demand in a steady, predictable, data-driven way requires forming your strategy with concrete goals in mind.  By setting sales and marketing goals and then aligning those goals with your buyer's needs, you can develop a more focused strategy. 

However, setting and achieving goals isn't always an easy process. The goals you set should be specific, measurable, attainable, realistic and timely. These are known as "SMART goals," and they help marketers develop true, actionable plans for seeing their dreams to fruition. If your goals are too general, difficult to track or impossible to reach, they won't do anything to help motivate your team.

Having trouble defining your marketing goals for each stage of the sales and marketing funnel? Download our Marketing Goals Calculator Template to work backwards from your revenue goals for more accurate quotas.

Persona Development & Buyer's Journey Alignment

Successful lead generation begins with buyer personas. Consult your sales and marketing teams and conduct some outside research to understand who your ideal customers are, what their goals are, what their main challenges are, how your solutions solve for their challenges and which messages would resonate most with them.

Once you've developed three to four primary personas, combine external research and current customer data to understand the buyer's journey for each. Ask yourself: What content would be most helpful to my personas at each stage in their buyer's journey? What content is so valuable that they'd be willing to share their personal information in order to reach it? Use this insight to inform and optimize all of your other lead generation tactics.

Aligning your marketing and sales departments is key to developing accurate, comprehensive personas. Download our white paper, "Unify Your Marketing + Sales Teams Today" to learn how to bring these teams together.

SEO and SEM

Attracting high-fit leads requires fully-optimized on-page SEO, a killer keyword strategy and — when appropriate for your personas and your business — paid search advertising. Once you've developed optimal buyer personas, you can begin determining the key search terms that your personas will use when searching for solutions to their problems.

Use these terms to optimize your on-page SEO from the title to the metadata, create topic pillar pages to build your domain authority, develop an SEM strategy that will put the right ads in front of the right people and continue to audit, update and optimize your content for the best results. Remember, Google now understands the context search terms, so an effective SEO/SEM strategy takes into consideration a searcher's intent.

Ready to optimize your content and attract more high-fit leads to your website? Download "The Ultimate SEO Checklist" to learn how.

Strategic Content Development

If you've poked around the inbound marketing community for any amount of time, then you've probably encountered the phrase "content is king" — and it's true. From video and blogs to checklists and emails, content may be the single most important component of your demand generation endeavor, so it's important to get it right.

Revisit your buyer personas. What information are they looking for? What content would they find helpful? How would they prefer to consume that content? Create or repurpose genuine, relevant and informative content with the goal of educating your prospects and giving them the tools they need to make informed decisions.

It's time to take content marketing to the next level. Download our guide, "Why Content? A Comprehensive Guide to Content Marketing" to learn more.

Conversion Optimization

With an in-depth understanding of your ideal customers, an abundance of content that educates your prospects and builds brand equity and an SEO strategy that attracts quality visitors to your website, you're well on your way to accelerating your lead generation. However, you still need to optimize your website to drive conversions.

Using a data-driven approach, determine the most effective conversion pathways for each of your primary personas. These pathways will start with relevant, ungated top-of-the-funnel content, lead into premium content offers via compelling calls-to-action and end with landing page forms and delivery of the offer. By optimizing your website for conversions, your prospects will be able to navigate the buyer's journey without any additional input from you.

Conversion Optimization gives your website the power to sell for you. Download our guide to learn how to turn your website into a lead generation machine.

Sales Support and Enablement

Traditionally, a marketer's job ends as soon as they pass leads over to sales — not anymore. The modern demand generation marketer works closely with the sales team to align lifecycle stages, offer support and develop a holistic strategy for closing more deals and retaining more successful customers.

Make sure that your sales and marketing teams are aligned on lifecycle definitions, and meet regularly to discuss any ideas or challenges that come up. Using the lead information you've gathered in forms, market to leads in your pipeline with relevant and personalized content. Create sales enablement content, such as case studies, demo videos and assessments to help your sales reps convey the value of your product or service.

Successfully generating demand for your business requires an optimized sales strategy as well. Download our guide, "The Complete Guide to Inbound Sales" to learn more.

DEMAND GENERATION TOOLS

Smart Tech to Support Your Strategy

Because demand generation is an inherently data-driven, technology-enabled tool for growing your business, you can't effectively generate demand without the right technology. From drawing customers into your website, nurturing them to convert into customers and measuring the results, these tools will help you generate demand the right way.

Content Management System (CMS)

A CMS allows you to easily create, edit, manage and track the success of the content on your website, including blog posts, landing pages, site pages and email campaigns. By removing the design elements and technical skills required to upload blog posts and other content assets to your website, you empower your marketers to write, optimize and track all content on their own in one central place.

We use HubSpot's integrated CMS solution to streamline our content development process. Learn more about HubSpot's CMS in our cheat sheet. DOWNLOAD THE CHEAT SHEET.

Customer Relationship Management (CRM) System

A CRM system is where you store all of the information captured when a prospect fills out a form and converts on one of your gated content offers. Without an effective CRM, it would be next to impossible for your sales and marketing teams to organize contacts, qualify leads and nurture prospects into a sale.

New Breed favors HubSpot's CRM system for its flexibility, scalability and ease of use. Learn more about the HubSpot CRM in our insider's guide to the HubSpot Growth Stack. DOWNLOAD THE GUIDE.

Marketing Automation Software

Like its name suggests, marketing automation software is used to automate certain marketing activities. Typically, marketing automation software automates your email process for you by triggering specific email nurture campaigns based on a prospect's behavior on your website — although some platforms are much more robust. As your business grows, marketing automation software is key to stretching your resources and making the most of your marketing efforts.

Marketing automation software can make your life so much easier, but only if it's a good fit for your company's needs. Find out if it's time to switch in our webinar, "It's Not You, It's Me: When to Break Up with Your Marketing Automation Software. WATCH THE WEBINAR.

Business Intelligence (BI) Platform

Effective demand generation marketers are driven by complete, comprehensive and accurate data. Data allows you to drill down into the truth of your marketing and sales cycles, better understand your ideal buyers and make more informed decisions for the future.  But there's so much data out there, it can sometimes feel like you're drowning in it. 

That's where BI tools come into play. BI tools allow marketers to retrieve, analyze and report business insights. Using BI tools like InsightSquared, DataBox or Stitch can help you prove the value of your demand generation efforts and understand where you need to optimize in the future. 

Conversational Marketing Tool

Conversational marketing is the new future of marketing. By combining automation with a conversational interface, chatbots give prospects the chance to engage with your brand, consume relevant content and offer important contact information with fewer sales and marketing calories required from your team. They're a great way to retain that human touch even as your business scales. 

Don't believe us? Since we implemented our conversational marketing tool at New Breed, our chatbot has improved our lead-to-opportunity conversion rate by 85.7 percent

DEMAND GENERATION SUCCESS STORIES

Proven, Predictable, Data-Driven Results

The tools and strategies we've outlined are proven to increase website traffic, boost demand generation and drive the best results for B2B businesses. Not convinced? Check out a few of the companies who significantly accelerated their demand generation efforts with New Breed's data-driven approach.

SecretGolf

SecretGolf, a media production and publishing company, came to us looking for a strategic partner that would help them drive customer growth through inbound strategies. As part of our demand generation suite of services, we helped them define their buyer personas, segment their existing contact database, gain visibility into marketing's contribution to revenue and create more content for their personas. In the four months following implementation, their customer conversion rate increased by 29 percent. Click here to learn more about SecretGolf's demand generation success

Sine-Wave

Sine-Wave, an internet of things platform provider, came to New Breed because they were struggling to meet their sales goals and they needed new strategies for growing their business. By helping them redefine their buyer personas, create a persona-driven website navigation, identify KPIs to track and measure throughout the engagement and implement an inbound marketing campaign, Sine-Wave saw a 1327 percent — yes, you read that right! 1327 percent! — increase in organic traffic and a 28 percent increase in conversion rates on landing pages. Click here to learn more about Sine-Wave's demand generation success.

Linium 

Linium, a leading information technology and services company, came to New Breed for help revamping their website and implementing inbound best practices into their marketing strategy. As part of our full demand generation suite of services for attracting, converting, nurturing and closing more customers, we delivered full-funnel solutions including a website redesign, inbound content development and sales and marketing alignment. Linium saw a 413 percent return on their investment after just six months with New Breed. Click here to learn more about Linium's demand generation success.

NEW BREED'S DEMAND GENERATION SERVICES

Accelerate Your Growth With New Breed

New Breed can help you attract and convert more, higher-quality leads to grow your business. Our demand generation services include our Growth Acceleration Workshop, Sales-Ready Website development, content development, search engine optimization and more. Download our services booklet to learn more about how New Breed can help you generate demand for your business.

Assess Your Current Demand Generation Strategy

We can help you identify gaps in your demand generation strategy and provide recommendations for attracting, nurturing, closing and delighting more high-fit leads.

Demand Generation Assessment

You might already have a demand generation strategy set in place, but are you seeing the results you need? A second set of eyes could help you identify gaps in your approach. Our assessment will provide expert insight into your marketing and sales funnel, an in-depth analysis of your current strategy and personalized recommendations for moving forward. Learn more about how our free demand generation assessment can help you optimize your strategy.

Content Audit

Maybe you already have a wealth of content at your disposal — but are you maximizing its worth for rapid lead generation and business growth? Our content audit will help you understand if you're speaking to your personas, mapping your content to the buyer's journey and optimizing your demand generation efforts. Learn more about how our content audit can help you boost conversion rates and generate demand for your business.

SEO Audit

If you're not generating enough high-quality leads, your problem could lie in your SEO strategy. Our SEO audit will comb through your website to uncover technical SEO errors, discover quick wins and provide actionable recommendations for optimizing your SEO strategy and driving lead conversions on your website. Learn more about how our SEO audit can help you generate demand for your business.

HubSpot Audit

Marketing automation and analytics platforms like HubSpot can power your demand generation strategy for maximum results — but only if you're using them to their fullest potential. As a top-tier HubSpot partner, we know the platform top to bottom. Our detailed review of your HubSpot portal and processes can help you realize the software's true potential. Learn more about how our HubSpot audit can help you make the most of the platform for demand generation success.

Set Yourself for Demand Generation Success

The first step to effective demand generation is gaining a deep understanding of your buyer personas, developing a website that has the power to convert and properly configuring your marketing automation tools. Our foundational services can set you up with these demand generation basics.

Growth Acceleration Workshop

An effective demand generation strategy begins with fully-developed buyer personas, a roadmap for each persona's buyer's journey and clear metrics to track your success. In our Growth Acceleration Workshop, we bring together your sales and marketing teams to discuss your goals and challenges, gain organizational consensus on your ideal customer profiles and develop a plan for generating demand and scaling your business. Learn more about how our Growth Acceleration Workshop can set you up for demand generation success.

Sales-Ready Website

To generate more qualified leads, your website needs to be more than a standard digital brochure — it needs to be fully optimized to drive conversions and generate leads. Our Sales-Ready Website redesign process helps you develop a persona-driven architecture that encourages web visitors through conversion paths and puts them in front of the content most relevant to them. Learn more about how our Sales-Ready Website can transform your website into a demand generation machine.

Inbound Readiness

Successfully attracting visitors, nurturing leads and closing sales requires the operational infrastructure that can support your strategy. During the Inbound Readiness program, our team of experts will configure your marketing operations and platforms to ensure a successful execution of your sales and marketing strategy. Learn more about how our Inbound Readiness program can give you the backend operational functionality you need to generate demand. 

Generate More Demand with New Breed

Our premier services can help you create powerful demand generation initiatives that work well with your ongoing strategies and programs.

Content Premier Services

Content helps you attract high-quality traffic, convert leads into visitors and create long-term brand evangelists. Our content strategists will work with you to create a content plan that will speak to your personas, guide your prospects through conversion paths and encourage visitors to convert into leads. Learn more about how we can help you produce high-quality content that drives conversions.

SEO/SEM Premier Services

Organic demand generation begins with a Google search. Our SEO strategists will work with you to increase your search visibility, boost your website's authority ranking and attract more of the right traffic to your website. With an effective and ongoing SEO strategy, you can optimize all areas of your site for high-quality visitors and lead conversions. Learn more about how we can help you develop an SEO strategy to attract, nurture and convert more leads.

Inbound Premier Services

Effective demand generation requires a well-rounded inbound marketing strategy. Our inbound strategists will work with you to define your goals and KPIs, grow your marketing efforts and create search engine optimized content that will drive demand generation and help you hit your revenue goals. Learn more about how we can help you develop an inbound marketing plan that helps you generate demand.

Marketing and Sales Operations Premier Services

The most successful demand generation strategies are built on three things: Sales and marketing alignment, clean, comprehensive data and powerful tech stack. Our revenue operations support team will help you clean up your Salesforce and HubSpot portals, unify your sales and marketing teams with a service-level agreement and offer on-call troubleshooting for critical issues. Learn more about how we can help you streamline marketing and sales operations and unify your team.

Ready to transform your current marketing + sales teams?  Request a free assessment and get started today. Free Consultation