Most B2B companies aren’t failing because their offering is sub-par or their team isn’t up for the job. They fail because not enough of the right people know about them, what they do, or have been provided with a compelling enough reason to initiate dialogue. It’s an awareness issue without the pipeline, and a sales issue without the awareness – fixing both at once necessitates something more holistic and strategic than any single department is able to accomplish on its own.

And that’s exactly why a specialized b2b demand generation agency was invented. Not simply leads or awareness alone, but a well thought out and multi-channeled strategy that builds consistent demand from your target customers and turns that demand into an actionable pipeline for your sales team to close.

What Demand Generation Actually Means in B2B

The market is very much confused regarding the concepts of demand generation and lead generation, and such confusions result in companies allocating money towards incorrect solutions that cater to their particular stage of business growth and pipeline management issues.

While lead generation entails capturing of interest that already exists through turning people who are actively looking for your solution into leads to be contacted by your salespeople, demand generation involves creation of that interest through educating people of possible problems and preference-building before those people start their evaluation of possible solutions. The point of difference is also seen in the consistency of presence with your ideal customer profile along the whole buying cycle as opposed to just during the period of purchase intent manifestation.

The concept of quality b2b demand generation agency lies in combining those two approaches together into one coherent campaign.

The Core Components of Effective B2B Demand Generation

• Identifying the ideal customer profile: An essential part of any b2b demand generation agency program is creating an accurate and well-researched understanding of what the ideal buyer looks like. Industry, company size, job title, geography, technology stack, pain points, and purchase trigger factors into the process of targeted outreach that connects you with the right prospects instead of casting a wide net and hoping for the best.

• Multi-channel marketing strategy: The best b2b demand generation agency programs employ multiple touchpoints in order to reach the ideal customers. Content that establishes your company as a thought leader and gets found organically, paid campaigns that raise brand awareness among target audiences, outreach that generates conversations, and email nurture campaigns that ensure relevance for the buyer at every step of his or her decision-making process. Each component of the multi-channel strategy has its place and function as part of a bigger picture.

• Account based marketing: Where companies have specific target high value accounts in mind, ABM provides the exactness and personalization that is not possible through generic demand generation efforts. Pinpointing the target accounts, identifying the right stakeholders from those accounts and designing a very customized program engaging those exact people with highly relevant content is what leads to superior conversion rates.

• Measurement and Attribution of the Sales Pipeline: It is absolutely essential for a professional b2b demand generation agency to measure results of its activities in business terms. The pipeline created, appointments scheduled, deals secured and revenue impact realized are the key metrics as compared to number of impressions, reach and engagement numbers which sound great in reports but are not relevant to the bottom line.

Why Businesses Choose to Partner With a Specialist Agency

To build a demand generation capability within your organization takes a huge financial commitment toward building a team, the technology required, the process of creating content, as well as the coordination between marketing and sales that many companies find hard to sustain amid other organizational needs.

A specialist agency has all this already in place, and the additional benefit is their cross-sector expertise that will yield insights and strategies for you that will otherwise take time to emerge from your own trials and error.

A good b2b demand generation agency will have an objective view of what your message should be, what your position is in the market and who your ideal customer is; something which your own team might struggle to keep without the benefit of an outside perspective.

Choosing the Right Demand Generation Partner

Seek out firms that begin by asking you highly specific questions regarding your current pipeline, your sales process, your ideal customer profile, and the current marketing activities you are already doing before making any recommendation as to program structure or channel usage. Recommendations of a generic nature without this discovery process are sure to be a great predictor of generic results that will come, despite any apparent effectiveness of the proposal during the sales pitch phase.

Seek real-world examples of demand generation efforts conducted for companies similar to yours with measurable pipeline and revenue results rather than mere activities or awareness numbers.

Create the Demand Your Business Deserves

Those companies that have been showing the greatest amount of growth and success in B2B environments are the ones that have focused on building real and sustainable demand from their best potential customers, rather than simply waiting around and hoping for demand to be generated organically by referrals and inbound contacts that come in.

Incinque Business Solutions is your trusted b2b demand generation agency partnership provider that can provide you with all the necessary tools for generating consistent revenue growth each and every month, based on qualified opportunities that fill your sales funnel through an integrated approach.