1) What is the difference between lead generation and demand generation?
Demand generation is the precursor to lead generation. It's the act of generating interest in your given solutions before your audience is willing to opt-in, which is lead generation.
2) How do I create a full-funnel demand generation strategy?
While it depends on your ideal customer persona (ICP), context, solution, etc., it's best to use a multi-channel approach. This includes identifying target accounts based on intent signals (i.e. person-level website visitor identification and social intent), then using a mix of outbound sales, digital advertising, retargeting, etc. to reach those high-intent leads.
3) What are the best demand generation channels for B2B leads?
The best performing channels tend to be LinkedIn and Google Search. However, this varies greatly. If you sell a high-ticket solution, cold outreach and warm outbound sales work extremely well. Focus less on email volume and more on high-quality calls and manual messages.
4) How do I track and measure the ROI of demand generation campaigns?
The cornerstone of demand generation tracking is revenue. However, before revenue, you can understand if your demand generation campaigns are doing well by tracking website visitor quality, use lead scoring for behavioral analysis, and the quality of leads generated. These are the precursors to a revenue-generating campaign.
5) How does website visitor tracking improve demand generation?
Traffic comes in all forms and it's not created equal. You want to identify high-intent, in-market leads on your website, see the quality of your traffic by source, and route leads to your team for outreach. This can only be done with website visitor tracking and identification with tools like Identity Matrix. If you don't use this kind of technology, you're left with anonymous data that provides limited insights.
6) What is intent data, and how do I use intent signals to impact demand generation?
Intent data, also known as intent signals, are data points you use to determine if someone is in-market or not. Great examples of this are using website visitor identification to see who in your ICP is hanging around your content. Other data points include social intent (seeing what your ICP is saying on social media like LinkedIn), and offsite topic engagement.
7) How do I use AI for demand generation analytics and attribution?
AI helps you dramatically speed up your ability to get insights and scale. We use AI at Identity Matrix in our own platform for visitor identification, but also for lead scoring, routing, nurturing, campaign management, and more. AI is able to understand and make changes far quicker and effectively than relying just on human experience and interpretation.
8) What are the best B2B paid media strategies for demand generation?
The most useful paid media strategy for B2B, although not the only one, is to use Google Search to generate high-intent leads, then retarget those leads via channels like LinkedIn, Reddit, and Display ads. You can also use tools like Identity Matrix to identify leads most engaged with your ads.
9) How do I optimize LinkedIn ads for B2B demand generation?
LinkedIn ads can get very expensive very quickly. To start, it's best to use the channel for retargeting. From there, you can upload custom audiences that match your ICP. Only after these steps is it recommended that you target a truly cold audience. With any of these strategies, you must have effective conversion tracking and attribution to get meaningful results.
10) What are the best content formats for demand generation?
While video is and always will be one of the most engaging formats, companies are using new formats like flip books, Clay tables, interactive video, and flow charts. These are quicker than watching a video but are still very engaging formats when distributing content.
11) How should sales and marketing align for better demand generation?
Sales and marketing need to have the same goal: revenue. If both teams are aligned on this one goal, it's easier to work together. When marketing only cares about MQLs and high-level lead generation, the campaigns fall apart. With one goal and constant communication plus data like attribution, you're able to steer these teams in the right direction for maximum demand generation campaign results.
12) How can I integrate demand generation efforts with Salesforce and HubSpot?
Without a proper CRM, demand generation is pointless. All leads generated or identified should immediately be sent to Salesforce, HubSpot, or another CRM. They should help track attribution, engagement, lead scoring, and more. Without this, demand generation is nearly impossible to be successful.
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