B2B Demand Generation
Where 93% of online experiences begin
Demand Generation stands as the cornerstone of achieving sustainable business growth. We've observed firsthand the transformative power of integrating both Pay-Per-Click (PPC) advertising and Search Engine Optimisation (SEO) into your marketing mix.
These strategies, when executed with precision, can significantly amplify your brand's visibility and attract high-quality leads. However, true demand generation success doesn't stop there. It requires a harmonious blend of content marketing, email marketing, social media engagement, and robust analytics to create a comprehensive approach that educates, nurtures, and converts your target audience.
Generating demand is more than a strategy; it's the lifeline that connects your business to its future customers.
Key Considerations
DemandGen starts with Understanding Your Audience and taking a deep dive into who your buyers are, their pain points, and their decision-making process.
Remember Content is King: Developing a content strategy that addresses each stage of the buyer's journey and creating valuable, relevant content that educates, informs, and engages your audience is imperative.
DemandGen utilises a Multi-Channel Approach via a mix of channels (email, social media, SEO, PPC) to distribute your content and engage with your audience. The key is to be where your potential customers are, providing them with the information they need, when they need it.
Lead Nurturing is the Cherry on Top: Not every prospect is ready to buy immediately. Implementing a lead nurturing strategy that gradually moves prospects through the sales funnel, using targeted content and personalised outreach successfully keeps the pipeline full.
The B2B Demand Generation Process
Six Steps to Success
Discovery and Analysis
We conduct interviews with key stakeholders, perform an audit of existing marketing materials and channels and analyze the competitive landscape and identify opportunities.
Target Audience Identification and Segmentation
Using data analytics to identify demographic, firmographic, and psychographic characteristics, we then develop buyer personas that represent the ideal customer profile and map out the customer journey for each persona.
Strategy Development
We then create a comprehensive B2B Demand Generation strategy that integrates various marketing channels and tactics and select the appropriate mix of SEO, PPC, content marketing, email marketing, and social media based on the client's goals and audience.
We also outline key performance indicators (KPIs) for measuring success and develop a content calendar and campaign roadmap.
Implementation and Execution
We launch by creating high-quality, targeted content tailored to each stage of the buyer’s journey and optimise website and landing pages for conversions.
Launch includes monitoring PPC campaigns, implementing SEO best practices and executing email marketing campaigns and social media strategies.
Continuous Monitoring and Optimisation
No set and forget here. We then analyse campaign performance and make data-driven adjustments to improve results.
We use analytics tools to track progress against KPIs, conduct A/B testing on landing pages, ad copy, and email campaigns and adjust strategies based on performance data and feedback.
Reporting and Communication
We believe in maintaining transparent communication with our clients about campaign performance, insights, and strategic adjustments.
We prepare regular reports detailing campaign results, insights gained, and actions taken.
We also schedule fortnightly review meetings to discuss progress and future plans.
975% Increase in Leads
via Demand Generation for Teletrac Navman
This case study explores the journey towards achieving a 975% increase in leads in Australia and a 420% increase in New Zealand, setting new benchmarks for success in the industry.
Challenges Faced
- Low visibility and brand awareness in a highly competitive market.
- The need for a strategic approach to penetrate enterprise-level accounts in Australia.
- Expanding reach & trust in New Zealand.
Our milestones include:
975% Increase in Leads for Australia:
Within a 4-month period, utilising strategic SEM and SEO initiatives.
420% Increase in Leads for New Zealand:
Similar digital marketing strategies, but a very different message helped to yield a substantial 420% increase in leads.
Enterprise Client Engagement through ABM:
After this campaign, we launched ABM. The ABM campaign in Australia marked a significant stride towards penetrating the enterprise market, with several high-value prospects entering the sales funnel.
Expanded Reach via Employee Advocacy in New Zealand:
Our innovative employee advocacy program significantly enhanced brand visibility and trust.