{"id":4982,"date":"2021-12-13T01:00:46","date_gmt":"2021-12-13T01:00:46","guid":{"rendered":"https:\/\/www.britopian.com\/?p=4982"},"modified":"2023-10-13T08:03:37","modified_gmt":"2023-10-13T08:03:37","slug":"demand-generation-marketing","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/content\/demand-generation-marketing\/","title":{"rendered":"Unleash the Power of Demand Generation for Brand Marketing"},"content":{"rendered":"
Implementing a demand generation program can significantly increase your brand visibility, customer engagement, and revenue.<\/p>\n\n\n\n
According to HubSpot’s State of Marketing Report<\/a>, about 35% of marketers surveyed prioritize demand generation marketing in 2022. Other priorities include increasing customer satisfaction (22%), raising brand awareness (18%), closing more deals (14%), and increasing customer retention (8%).<\/p>\n\n\n\n Digital marketers must get smart about using data and analytics to target the right audience with purposeful content that helps solve business problems. Self-serving, shallow, and performing content won’t cut it anymore. The same HubSpot study also found that 62% of marketers worldwide struggle to implement successful marketing strategies<\/a>, while 83% of companies report they don’t use data effectively. Go figure.<\/p>\n\n\n\n Demand generation marketing is a strategic approach that informs the goals and objectives of digital marketing programs<\/a> and creates “demand” for a product or service. This long-term marketing strategy requires the integration of programs across paid, earned, shared, and owned media<\/a>, also known as PESO.<\/p>\n\n\n\n Demand generation marketing is executed differently based on the size of the company and the types of products and services that companies offer. Typically, audience acquisition is the top priority in smaller companies and startups. This means that companies will do everything to get their products and services in front of audiences to collect their email address. This includes offering free trials, initial consultation or assessments, early access to a platform with limited features, and more.<\/p>\n\n\n\n Enterprise companies have the luxury of having much larger digital marketing budgets<\/a> and can afford to execute brand awareness-focused marketing activities. This can include large media buys, sponsorships, events, and high-profile marketing activations.<\/p>\n\n\n\n Here are three things to consider when planning for your demand generation marketing:<\/p>\n\n\n\n There is a surplus of data available in the marketplace. And if you work for a large company, you probably have more data than you can handle. I prefer to use three primary sources of data.<\/p>\n\n\n\n How often have you hummed the tune, “Nationwide is on your side”? It’s a testament to the power of message repetition. Brands that consistently and repetitively target their audiences with specific brand messages engrain themselves in consumers’ minds. While brands with expansive digital marketing budgets might find this task easier, the principle remains essential. <\/p>\n\n\n\n Various studies over the years have highlighted a crucial insight: Consumers typically need to encounter a brand message between 3 to 5 times before it genuinely resonates with them. Given today’s consumer’s intricate and unpredictable journey, this repetition becomes even more vital.<\/p>\n\n\n\n In the digital age, retargeting has emerged as a potent tool to ensure that a brand’s message reaches its audience multiple times. Marketing automation platforms enable brands to retarget potential customers, ensuring the brand message is consistently in front of them. <\/p>\n\n\n\n Platforms like Facebook, LinkedIn, and YouTube offer sophisticated retargeting options. By leveraging these platforms, brands can ensure their message is seen and remembered, leading to higher brand recall and conversions.<\/p>\n\n\n\n The HubSpot report’s intriguing aspect was its lack of mention of influencer marketing. This oversight is a significant disconnect, especially for marketers steering the helm of demand generation strategies. The question arises: Why was such a potent tool overlooked in the survey?<\/p>\n\n\n\n Integrating a brand influencer program into demand-gen marketing can significantly enhance and amplify existing campaigns in the dynamic marketing world. Rather than limiting influencer collaborations to specific campaigns, brands should adopt an “always-on” approach. This continuous engagement ensures that the brand remains at the forefront of consumers’ minds, fostering stronger connections and ensuring consistent brand messaging.<\/p>\n\n\n\n A successful influencer program hinges on effective content collaboration. This collaboration can manifest in various forms, such as guest posts on the company’s blog, content on the influencer’s platform, or a series of YouTube videos. The emphasis should be on diversifying content mediums. While platforms like Instagram and TikTok offer valuable short-form video collaborations, the longevity and impact of long-form content, especially on platforms like YouTube, cannot be understated. Such content enjoys an extended shelf-life on search engines like Google, ensuring continued visibility and engagement.<\/p>\n\n\n\n Demand generation marketing isn’t a sprint; it’s a marathon. It demands a well-thought-out strategy, clear objectives, and multiple integration points. By weaving influencers into the fabric of lead generation programs, brands can ensure a steady influx of high-quality leads. Influencers, with their authentic connections and engaged audiences, can act as catalysts, driving lead-generation efforts to new heights.<\/p>\n\n\n\n A common pitfall in B2B demand generation strategies is the tunnel vision focus on either top-of-the-funnel marketing tactics or bottom-of-the-funnel lead generation. A truly effective strategy embraces the entire sales funnel, deploying specific marketing tactics tailored for each phase.<\/p>\n\n\n\nWhat is Demand Generation Marketing?<\/h2>\n\n\n\n
Use Data to Inform Demand Gen Marketing Activities<\/h2>\n\n\n\n
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Message Repetition Should Drive Demand Generation Strategy<\/h2>\n\n\n\n
Repetition in Brand Messaging is Key<\/h3>\n\n\n\n
Harnessing Retargeting for Effective Message Repetition<\/h3>\n\n\n\n
Integrate Influencers in Demand Generation Marketing<\/h2>\n\n\n\n
The Power of “Always-On” Influencer Programs<\/h3>\n\n\n\n
Content Collaboration: The Heart of Influencer Programs<\/strong><\/h3>\n\n\n\n
The Blueprint for Measuring Demand Generation Marketing<\/h2>\n\n\n\n