B2B demand generation: powering successful marketing
B2B demand generation helps you build sustained market interest and commercial momentum. It focuses on creating the right conditions for buying, rather than relying on short-term marketing tactics.
Its purpose is to influence how buyers think, often well before they engage or identify themselves. Done well, it makes you familiar, credible and relevant ahead of any sales conversation.
In B2B markets decisions take time and involve multiple stakeholders. Demand generation helps brands explain what they do, get it across and stay visible.
What is B2B demand generation anyway?
Demand generation drives informed demand
It works through the buying journey to create understanding, reinforce the relevance of your brand or solution and shape buyer preferences, while you stay in clear sight. Typical demand gen activity includes:
- Clear messaging – explaining what the business does and who it is for
- Consistent brand visibility – across marketing and sales channels
- Insight – content and material to help buyers understand their need
- Proof – real evidence that shows how problems are solved and value is delivered
- Market engagement – building familiarity and trust online and in the real-world
This isn’t quite the same as lead generation, which centres around direct response activity designed to capture existing intent using tactics like:
- Creating and promoting lead magnets
- Running direct-response paid campaigns
- Brand (or partner based) email outreach campaigns
- LinkedIn outreach and connection-led activities
- Producing webinars or events
- Follow-up and nurture campaigns
Demand generation creates the conditions that make lead generation work – because buyers arrive already informed, somewhat inclined to believe, and are therefore easier to nurture and convert.
Technology demand generation helps you differentiate
Technology demand generation and software demand generation bring a few particular challenges. Markets are increasingly and loudly competitive, offerings often sound similar and buyers are well informed and cautious.
Buyers, especially business buyers, are inundated by huge volumes of information and communication, and feeling incredibly fatigued by constant claims of innovative edge, unbeatable AI ease and speed and other common themes.
In this environment, clarity, consistency and credibility are CRITICAL.
- Technology and software businesses must lay down firm foundations with considered messaging and positioning to demonstrate their uniqueness.
- They must show deep and real understanding and insight into buyers’ businesses, challenges and needs, via thought leadership initiatives and content.
- They need to invest in powerful proofs that they don’t just understand what’s needed, but have delivered it, using case studies and other forms of social proof.
- They need to show up, everywhere and consistently so they become a recognised, trusted factor in their buyer’s world, via proactive communications
This is our stock in trade, and most marketing programmes for clients will tend to incorporate more than one of these aspects.
B2B demand generation agency services
Remedy offers
- Messaging workshops for B2B technology and other businesses entering new markets or accelerating their marketing efforts in existing ones.
- Thought leadership workshops and thought leadership content for software and solutions vendors, professional services firms and third sector organisations.
- Case studies as standalone materials or strategic programmes, backed up by our unique case study exploitation and ROI framework.
- Proactive marketing campaigns incorporating demand generation and lead generation activities in concert to help drive client growth and sales.
- Continuous communication activities including social and website content creation, deployment and media engagement to grow client reach and credibility.
