How do you optimize B2B Demand Generation and Sales Enablement? A successful demand generation program is built on a holistic approach that helps you attract customers, build relationships, and drive sales. In this article, we’ll discuss how to create and implement a comprehensive editorial calendar and how to set concrete goals to improve lead quality and close rate. Let’s begin by defining the objectives of demand generation.
First, align marketing and sales on the buyer’s journey. Then, align your content with these buyer personas. For example, create content that engages and educates prospects. If a prospect is interested in learning about a solution to a problem they’re facing, give them a case study related to that problem. This content will give your sales team the ammunition they need to sell a solution to their prospects.
Automated processes are essential for optimizing sales enablement. An automated sales enablement process will make it easier to find information on a prospect’s needs. Automation will help prevent time-consuming tasks from slipping through the cracks. In addition, having a central content repository will make finding information easy. And a CRM will keep track of all customer information. With a strategic sales enablement process, you’ll drive increased leads and shorten your sales cycle.
An ideal marketing strategy will be rooted in research on your accounts. This research can come from sales data, customer surveys, web analytics, and advertising analytics. You can also look at your competitors and markets to see what your ideal customers are looking for. By incorporating a comprehensive approach to your demand generation campaign, you’ll be able to accelerate customer acquisition and retain existing customers, while ensuring long-term profitability. GoodData, for example, saw a 15% increase in annual recurring revenue thanks to demand generation.
Demand generation is the bridge between marketing and sales. It helps you develop strategy and support lead management efforts. B2B buyers reward companies that help them navigate complex B2B digital buying. To achieve a seamless, inbound growth strategy, you must ensure that your buyers receive the buyer enablement they need to make a buying decision. The challenge starts with building brand awareness. Marketing teams should make sure their content is clear and explains how the brand can solve the problem. By providing case studies, 30% of B2B marketers say that their content generates the highest number of qualified leads.
The table of contents for How to Optimize B2B Demand Generation and Sales Enablement includes an overview of the buyer’s journey. It also explains the role of sales content in selling systems. You’ll learn about the various ways to optimize the returns on your sales content investments. The next section of the table of contents highlights four topics under the heading ‘B2B Demand Generation & Sales Enablement’. The final chapter includes statistics on B2B buyer buying behavior and sales enablement, which will help you decide how to optimize your efforts.
In addition to the buyer’s journey, demand generation also involves a marketing effort focused on building brand awareness and interest. Unlike traditional marketing, demand generation involves attracting high-fit prospects, nurturing them to purchase, and retaining customers. By leveraging a personalized approach, demand generation efforts create opportunities for marketers and sales teams to make smarter decisions. You’ll have a better shot of boosting your sales pipeline by focusing on specific buyer segments.