In the realm of B2B marketing, continuously refining demand generation strategies is necessary. Insight Partners’ July 2023 white paper, “B2B Demand Gen Benchmarks – Your Top 3 Questions Answered,” yielded some valuable strategies for enhancing B2B marketing efforts, which are worth resurfacing as planning for 2024 gets underway. Here’s an overview of key insights, distilled for practical application.

Building a Strong Organic Demand Base

The cornerstone of effective B2B demand generation is SEO content and leveraging B2B Software Review Sites. It’s about creating content that engages your audience and performs well in search engine rankings to attract organic traffic. Additionally, B2B Software Review Sites emerge as pivotal platforms for establishing trust and increasing visibility. (HubSpot lists some good ones here.)

Utilizing Paid Digital for Traction

An essential strategy includes integrating paid digital channels, including paid search and social media. This method provides immediate traction and, when scaled appropriately, can effectively broaden your reach. The focus here is on intelligent targeting – reaching the right audience with precision. (Here’s a good read on paid ads and targeting the right folks.)

The Role of Events and Trade Shows

Hosting events and participating in relevant trade shows is another key strategy brought up in the white paper. Though these can be costly, face-to-face interactions are invaluable for forging strong relationships, enhancing brand presence, and directly engaging with potential clients. Events offer unique opportunities for personal connection and brand promotion, especially in an era where remote work is widespread and in-person interactions are not as ubiquitous as they used to be.

Conversion as a Primary Focus

A critical shift in strategy is placing a greater emphasis on conversions…but what’s interesting, is where. The goal is to transform website visitors into engaged leads and ultimately into loyal customers, from initial interest to final action. This means keeping leads engaged and building trust. (Here’s a good read on creating content for every stage of the buyer’s journey.)

Consistency in Messaging

The paper highlights the importance of maintaining consistent and relevant messaging throughout the buyer’s journey. Every interaction with potential customers should reflect a unified message that addresses their specific needs and challenges. Consistency in messaging is key to building understanding and trust with your audience. This is easier said than done, which is why taking the time to build a messaging framework can be enormously valuable. (Check out this article on tips for creating a messaging framework.)

Implementing the strategies above involves more than applying tactics; it requires adopting a holistic approach that aligns with the entire buyer’s journey, from initial engagement to conversion. By incorporating these insights, marketers can expect to see an improvement in their demand-generation efforts. Now’s the time to think ahead to create more effective and efficient marketing outcomes in 2024.