The reality is that 95% of B2B prospects aren’t ready to buy today. B2B demand generation can go a long way toward positioning your company front and center for when they are.
Demand generation focuses on building awareness and interest at the top of the funnel—long before a prospect engages with you—while lead generation sharpens that interest, guiding prospects toward conversion.
When aligned, demand and lead generation form a powerful synergy, consistently filling your pipeline with qualified, purchase-ready prospects. This approach not only strengthens your competitive edge but also drives business growth and fosters widespread interest in your offerings.
By educating and nurturing prospects over time, you can address their objections and provide them with the information they need to make informed decisions when the time comes to make a purchase.
Capturing and qualifying leads early in the buying process allows your sales team to engage with prospects at the right time, in the right place, and with the right message to accelerate the conversion from lead to customer.
Fill your pipeline with qualified leads for the long haul
A cohesive demand and lead generation process will systematically attract, engage, and nurture potential customers.
Demand generation focuses on building brand awareness, staying in front of your target audience, and maintaining their interest in your offering, whereas lead generation focuses on converting that audience. This continuous audience engagement results in a consistent amount of leads coming into the pipeline for the sales team to close.
Effective demand and lead generation focuses on creating interest in your offering and nurturing prospects until they are ready to purchase.
This way, your sales team can avoid wasting time chasing cold leads in the hopes of sparking interest. Instead, when prospects are ready to buy, they'll already know your company and come directly to you to solve their challenges.
Be better positioned to outperform competitors, grow your business, and build interest in your offering.
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Creating a broad and consistent pipeline of leads through targeted nurturing can reduce your need for aggressive and expensive sales tactics.
Not only that, but your customers will come into the pipeline already educated on their challenges, your company, and how you can solve that problem–converting quicker and easier than ever.
Build a sales & marketing machine that pumps leads into the pipeline
Your marketing and sales teams shouldn’t be siloed with completely separate goals. Demand and lead generation force them to work cohesively to close deals more efficiently.
Marketing generates demand for your offerings and converts that demand into solid leads for your sales team to work.
Together, we define your customers, your ideal customer, and the buyer’s journey
We build a content strategy spanning from initial awareness through customer retention
We identify what martech you need to make it happen and what processes you can automate
We explore what content and channels we can use for customers who are currently unaware
We create gated content to collect information from those at the middle and bottom levels of the sales funnel
We formally document how and when leads are handed off to the sales team to close
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Alignment between your sales and marketing team is detrimental to generating leads, closing deals, and driving revenue.
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You should be aware of every place your customers like to hang out and be able to meet them there. Simply put, if you’re not where they are, you’ve already lost.
This blog covers how to prepare for launching an account-based marketing (ABM) campaign, but first, ensure your overall marketing strategy is ready for the demands of ABM.
Unlock the full potential of your marketing efforts by focusing on what truly matters: generating demand and capturing high-quality leads. B2B lead generation has never been easier.
