Previously, sellers were the gatekeepers of information, and potential customers had to contact them directly for details about products. Today, all the necessary information is available online and buyers find it themselves.
The B2B buying process is increasingly resembling car shopping, where customers do their research and determine exactly what they want and how much they’re willing to pay before approaching a dealership. In this context, marketers need to stay ahead of their competitors by investing in high-value content that guides buyers through each stage of their buying journey. One of the most effective ways to do this is with a Demand Gen strategy .
The main steps for customer acquisition with Demand Gen
Effective demand generation involves providing a variety of content formats and channels for potential buyers to interact with and explore. The best lead generation tactics put the brand in multiple places and allow ideal customers to interact with it in ways that are meaningful to them. Rather than forcing buyers down a specific path, such as downloading a whitepaper, they should be allowed to discover the brand and choose the content and form of interaction that best fits their phase of the buying journey.
High-performing B2B teams create content not only for buyers who are currently in the market, but also to build greater brand awareness and trust. Content at the top of the funnel is crucial, as only a small percentage of potential buyers are ready to buy right away, while the majority will consider a purchasing decision in the future.
Education at the top of the funnel allows organizations to be considered a top choice when those buyers are finally ready. By capturing buyers at that first stage and educating and guiding them on what they need, the chances of closing sales increase.
Start attracting customers with a Demand Gen strategy
Do you want to start attracting customers with a demand generation strategy ? To do so, it is essential to develop valuable and diverse content that can attract buyers at all stages of their journey.
Leverage multiple channels and formats to ensure your brand is present where potential customers are looking for information. Focus on educating and guiding buyers from the earliest stages of their decision-making process, establishing yourself as an expert in the field and earning their trust.
By doing so, you will not only increase your brand visibilit
