Grow Better With Full Funnel Demand Generation

Introduction:

In the world of B2B marketing, demand generation plays a crucial role in driving business growth and success. To shed light on this topic, we had the opportunity to speak with Janelle, a seasoned Demand Gen consultant, during an episode of the GTM News Show. Janelle shared her valuable insights on how demand generation should be approached and why it is essential for businesses to adopt a holistic perspective. In this blog post, we will delve deeper into the conversation and explore the key takeaways.

Defining Demand Generation:

According to Janelle, demand generation is best described as a go-to-market strategy. It encompasses various approaches such as lead generation, account-based marketing (ABM), product-led growth, and event-driven strategies. However, she emphasized that it is important to view demand generation as more than just a singular department responsible for driving revenue. Instead, it should be seen as an orchestration of efforts across multiple departments, including marketing, sales, customer success, and product, all working towards a unified goal aligned with the business objectives.

Pitfalls of Narrow Perspectives:

Janelle highlighted the pitfalls of a narrow approach to demand generation, such as focusing solely on top-of-funnel activities or generating leads without considering the broader context. When departments operate in silos without communication and collaboration, it can result in inefficiencies and missed opportunities. For instance, marketing might generate high-quality leads that aren't followed up on effectively by the sales team, leading to a poor customer experience and missed revenue potential. To overcome these challenges, Janelle emphasized the need for alignment, communication, and a blended handoff between departments.

The Positive Impact of Cross-Collaboration:

By embracing a broader mindset and promoting cross-collaboration, businesses can reap significant benefits. Janelle discussed the positive impact of integrating departments like product and customer success into the demand generation process. When product teams share insights and updates with marketing, it enables the creation of targeted messaging and better support for sales efforts. Likewise, customer success teams can provide valuable feedback on customer needs and pain points, which can inform marketing and product strategies. The result is a seamless customer journey and increased advocacy, leading to long-term customer retention and revenue growth.

The Three Phases of Demand Generation:

Janelle expanded on the concept of demand generation by dividing it into three interconnected phases: creating demand, converting demand, and maintaining demand. Creating demand involves activities that generate awareness and interest among potential customers who may not be actively searching for a solution. Converting demand focuses on optimizing the conversion journey, from website interactions to form submissions and sales handoffs. Finally, maintaining demand involves nurturing existing customers, fostering brand advocacy, and maximizing customer lifetime value.

Tactics for Top-of-Funnel Demand Generation:

When it comes to top-of-funnel demand generation, Janelle highlighted a few effective tactics. First, she mentioned the power of community-building, whether through online platforms like Slack or in-person events. By fostering a sense of community, businesses can enhance engagement and create a network effect that drives pipeline growth. Additionally, Janelle recommended leveraging LinkedIn's thought leadership ads as an effective channel for driving engagement and conversions. Lastly, she emphasized the underutilized potential of newsletters, particularly for established brands, as a means of providing thought leadership content and nurturing relationships with subscribers.

Keys to Successful Communities:

In the realm of community building, Janelle emphasized the importance of having a dedicated person responsible for its success. Having someone passionate about fostering collaboration, facilitating discussions, and proactively engaging community members greatly enhances its effectiveness. Rather than simply creating a platform for questions and comments, successful communities encourage active participation and contributions from all members. By providing a valuable community experience, businesses can build stronger relationships and gain customer advocates.

Conclusion:

Demand generation is a critical component of B2B marketing, requiring a holistic and collaborative approach across departments. By embracing a broader perspective, businesses can ensure effective lead generation, seamless conversions, and long-term customer engagement. The insights shared by Janelle shed light on the pitfalls of narrow demand generation strategies and the positive impact of cross-collaboration. Moreover, she offered valuable tactics for top-of-funnel demand generation and emphasized the untapped potential of newsletters and community-building. To stay ahead in the B2B landscape, organizations must adopt a comprehensive demand generation strategy that encompasses the entire customer journey.