In the current era, technology has revolutionised the B2B buying journey, enabling potential customers to make purchasing decisions on their own terms and timelines. According to the “2023 B2B Buyers Survey” highlighted by Demand Gen Report, 19% of buyers spend more time researching before making a decision, while 27% involve more people in the process.
Previously, sellers were the gatekeepers of information, and potential customers had to contact them directly to get product details. Nowadays, all necessary information is available online, and buyers find it themselves.
The B2B buying process increasingly resembles buying a car, where customers research and determine exactly what they want and how much they are willing to pay before approaching a dealership. In this context, marketers must stay ahead of their competitors by investing in high-value content that guides buyers through every stage of their buying journey. One of the most effective ways to do this is with a Demand Gen or demand generation strategy.
The main steps for customer acquisition with Demand Gen
Effective demand generation involves providing a variety of content formats and channels for potential buyers to interact with and explore. The best lead generation tactics place the brand in multiple locations and allow ideal customers to engage with it meaningfully. Instead of forcing buyers to follow a specific path, such as downloading a white paper, they should be allowed to discover the brand and choose the content and interaction method that best suits their stage in the buying journey.
High-performing B2B teams create content not only for buyers currently in the market but also to build greater brand awareness and trust. Top-of-the-funnel content is crucial, as only a small percentage of potential buyers are ready to purchase immediately, while most will consider a buying decision in the future.
Education at the top of the funnel allows organisations to be considered a primary option when those buyers are finally ready. Capturing buyers in that first phase and educating and guiding them on what they need increases the chances of closing sales.
Start acquiring customers with a Demand Gen strategy
Do you want to start acquiring customers with a demand generation strategy? Developing valuable and diversified content that can attract buyers at all stages of their journey is essential.
Leverage multiple channels and formats to ensure your brand is present where your potential customers seek information. Focus on educating and guiding buyers from the early stages of their decision-making process, establishing yourself as an expert in the field and earning their trust.
By doing so, you will not only increase your brand's visibility but also the opportunities to convert those buyers into loyal customers.
At PGR Marketing & Technology, we have specialised agents who can help you acquire customers with a Demand Gen strategy.
