Effective demand generation will bring in better leads more likely to convert to paying customers… in theory. In practice, demand generation is a complex, messy business that often results in frustration and disappointment.
Your own demand generation efforts may be impeded by a number of factors, both internal and external. Here are a few reasons why your demand generation is falling flat, and what you can do to right the ship:
Problem #1: Too much noise
There is a lot of content aimed at B2B buyers online. Some of it is great, and some, not so much. However, with time being such a precious and limited resource, buyers often bundle the great in with the not-so-great and write it all off as “noise.”
What can you do about it? Make sure your content stands out from the crowd. Make it creative, engaging and – most importantly – useful to your audience. If each piece of demand generation content you create is high quality, it will resonate more with your target audience and will be more likely to be shared. And to truly break out of the cacophony of noise, put some highly targeted advertising dollars behind your absolute best content.
Problem #2: Too little action taken
In order to generate demand for your product, you need leads to engage with your content, not just read it. If they don’t click, share, give you their email or otherwise take a next step after seeing content from you, that content is simply not doing its job.
What can you do about it? Develop a content marketing strategy, not just a content marketing machine. Pumping out two blog posts a week, one ebook a month and dozen of social media updates is one thing, but positioning all of that content so that it generates the type of actions you want to see takes strategic thinking.
Problem #3: Too much information, too little understanding
You are probably collecting data as part of your demand generation activities (and you should be). Data isn’t scarce. But you may be running into a problem on the other end of the spectrum: too much data and too little understanding of what it means, and how it can help you generate more business.
What can you do about it? Develop buyer personas, and use these to direct your demand generation efforts. These personas should be built from concrete data, not the whims of what you think your audience looks like. Explore social signals like intent, demographics, likes and dislikes and more to create a picture of your audience that you use to position your content.
Problem #4: Too robotic
In an effort to “be professional,” your content and branding might be turning off potential buyers. If it feels too robotic, or like it comes from a template, your content won’t inspire delight and interest from its audience.
What can you do about it? Remember: You are generating demand from people, not businesses. Businesses are made up of individuals. Your demand generation should be as personalized as possible, from targeting the right buyers within the business to crafting your messages to address their specific needs and desires.