In our recent session at B2B Marketing’s InTech event in London, we considered how demand generation can be improved through a convergence of technology and people.
Think of it as ‘smarter’ demand generation. Human insight and expertise facilitates the creation of sophisticated personas and rich, individualised content tailored to buyers’ needs. Then marketing technologies ensure that content is served at the exact time of need.
Addressing these seven components can help ensure demand generation efforts deliver impressive results, in spite of an increasingly complex buyer ecosystem.
Building bridges between marketing and sales is a longstanding goal for many B2B brands. Social media can provide a shared territory where the two departments can collaborate in a meaningful manner. Empowering sales teams with robust social tools and frameworks can pave the way for a steady pipeline of inbound social leads.
Smarter demand generation facilitates better individualisation. This approach uses micro-targeting to enhance the buyer experience with relevant, precisely tailored interactions. It integrates data, tactics, people and technology to achieve a higher level of resonance than traditional personalisation.
According to Kapost/Content Marketeer, 65 per cent of sales reps complain that they can’t find content to send to prospects. Marketers need to draw on data analytics to ensure content strategies are aligned to definite buyer pain points and areas of interest. Content should also be catalogued and shared internally to ensure all stakeholders can find what they need quickly and easily.
Take time to build buyer personas and develop them on an ongoing basis. They should continually evolve and form a reference point throughout the content creation process. This ensures assets are finely tuned to address both enduring and emerging pain points. When content is relevant and of-the-moment, it helps to build advocacy and loyalty amongst buyers and prospects.
If you are in any doubt about the rise of technology in marketing, consider this: there has been a 1,767% increase in marketing technologies in the past four years. Such proliferation of sophisticated tools can be overwhelming, so it’s vital to keep the end-goal in your sights. Any technologies deployed in support of demand generation should be firmly geared towards enhancing the buyer experience.
Product differentiation has been usurped by customer experience as the battleground for organisations wanting to achieve standout. According to Gartner for Marketing Leaders, marketers are under pressure to ‘create exceptional branded moments at every customer touchpoint’. Linear buyer journeys have been replaced by a more episodic, multi-interaction buyer ecosystem. Every customer interaction is crucial and must be carefully planned, crafted and delivered.
Maximising return on investment remains the top priority – and a major challenge – for all marketers. At Harte Hanks, we typically see ROI ratios between 35:1 and 75:1 for best-in-class brands who integrate data, technology, people and tactics intelligently in their demand generation efforts.
Alana Griffiths and Alex Gill are Senior Directors at Harte Hanks, and have a combined 25 years of marketing expertise. To have one of our experts provide a free audit of your demand generation activity, get in touch by emailing us at firstname.lastname@example.org.
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