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 modern buyer journey is complex and involves many people within an organization, making it crucial to understand the target audience and their needs at both the account and location levels. Account Intelligence and data analytics are essential to identifying ideal leads and improving demand generation practices.
In today's B2B marketing landscape, understanding the differences and synergies between Demand Generation (Demand Gen) , Lead Generation and account-based marketing (ABM) is crucial to implementing a marketing strategy. effective.
Demand Generation , Demand Gen or, in Spanish, demand generation , is a key strategy for B2B companies, allowing them to increase brand awareness, engagement and conversions through targeted ads, effective campaigns, personalized messages and generation lead strategy. However, businesses face growing challenges of having to do more with less.
For years, companies have been betting on a CMS to create a website, a landing page, a blog or, in short, to manage all their corporate content. Since their emergence on the market, these systems have evolved greatly, offering not only tools for content creation, but also advanced functionalities for data analysis, integration with social networks and SEO optimization . Thus, they emerge as solutions that offer companies a solid and coherent digital presence, improving the user experience and facilitating content management. Among the most notable options on the market are Content Hub from HubSpot and WordPress.
