Must-haves of a successful demand generation campaign

Demand generation campaigns assume a lot of importance in B2B marketing. However, a lot of organizations struggle to get the desired results from their demand generation campaigns. Read on to know how you can ensure that you are not one of them.

• 360 degree prospect view: In order for your demand generation campaigns to be effective, you need to understand your prospects so you can develop campaigns that appeal to them. You also want to track their response to your campaigns to get a full 360-degree view of your prospect. This is vital to the success of your demand generation campaign.

• Personalized content: While your demand generation campaigns may target hundreds, possibly even thousands of prospects, ensure that you add a personal touch to your communication. Make it as relevant to your prospect as possible—making them feel like you are appealing to them…just them!

• Multi-channel marketing: Don’t use just a single medium for all your demand generation campaigns. Create a healthy mix of demand generation campaigns using multiple marketing media such as social media, landing pages, e-mail marketing, etc. 

• Stay in touch: Don’t let your demand generation campaigns lose momentum. Stay in touch with prospects who display interest in your demand generation campaigns through a lead nurturing program.

These requirements are not easy to meet and this is where marketing automation can help. A good Marketing Automation Software program recognizes that demand generation is not a one-time step, but a critical, continuous process that involves varied measures directed towards increasing consumer/prospect awareness about the brand and its offering.