Just like life and business, demand generation also has its etiquettes and rules, if you break them, it will lead to poor results, wasted money and effort, and a frustrated marketer. Let us start with 5 basic demand generation etiquettes every marketer should follow.
Must Follow Demand Generation Best Practices in 2018
We will be quick having a look at some of these demand generation best practices you should follow as a marketer. We will be sharing with you five (5) of them based on our experience:
1. Build a Strategy Around a Tactic
Keep yourself updated, do the research. Learn maximum about the market, your customer, their responses and your competition first. Once you’re done with all the research, build a strategy around a tactic that has the greatest response in the market. What maximum marketers do is they build strategies based on no research and no tactics.
- Building a strategy around what you’ve learned is missing in the marketplace and how your product or solution can fill a void in the lives of the mass audience.
- Talk to your own salespeople who speak with prospects and customers on a daily basis.
- Take every possible suggestion to build a perfect set of tactic based demand generation strategies.
2. Having a Strong Demand Funnel Framework
One of the good examples of demand generation etiquettes that most of the marketers lack is having a strong demand generation framework. Always keep in mind that demand framework is just like a factory – it needs to have a framework in place, a sales and marketing lead management process and a closed-loop reporting system that improves conversion rates. To make sure that everything operates effectively you need to have a well-documented framework.
3. Lead Nurturing that Maps to the Buyer’s Journey
Once you score your lead and develop content for each stage of the funnel, always make sure that you have a lead nurturing system in place. As a lead scoring system comes under sophisticated “demand generation etiquettes”, so does a lead nurturing system in place that has blueprints and programs for each stage of the buying process comes under the demand generation etiquettes. Having a lead nurturing that maps to the buyer’s journey ensure that you have a solid strategy in place to make sure that the right content is getting delivered to the right people at the right time. Everything starting from nurture flows, content strategy, persona tracks and overall performance metrics comes under this.
4. Think from a Buyer’s Perspective
Companies think inwardly. Which is why the bulk of content created nowadays are focused on the product’s qualities instead of what your buyer really wants to learn about. To build a successful set demand generation strategies, you should be focusing more on what the buyer’s needs are rather than focusing more the product publicity. Create it so that your content can be easily found where they do their own research and craft it so that your messages resonate. For this, the research that you carried out earlier can be a tremendous help.
5. Accept that You’ll Make Mistakes
Making mistakes is what we learn from. No matter how many demand generation etiquettes, demand generation tactics and demand generation strategies you apply and follow, you are supposed to make mistakes. Using various demand generation best practices done nowadays like appointment setting, account-based marketing and much more you are going to get stuck once or the other. And with so many demand generation best practices marketers still do commit mistakes. What you need to do is accept it, learn from it and never repeat it. Once you learn about the mistake you committed, determine what it means, and then be willing to make adjustments.