Post by kmstfatema on Mar 4, 2024 14:48:17 GMT 5.5
Spoiler: in this article I won't tell you about the brand new trend that will revolutionize the world of marketing. What I'm about to tell you about is more of an unusual approach, a method that has its foundations in marketing strategies that have already been consolidated for some time, but with a fundamental factor that takes these strategies to another level. After all, as dear old Lavoisier said, nothing is created, nothing is destroyed and everything is transformed. This approach is called Demand Generation , a process that, as you will discover by reading this article, helps B2B companies increase turnover. The meaning of Demand Generation what is meant by demand generation Without going into too much detail with the definitions, the term "Demand Generation" refers to the process of acquiring and managing potential customers until they are transformed into actual customers . This type of process is based, to be precise, on the alignment of objectives between marketing and sales departments (sales teams).
Demand Generation is made up of three different sub-processes, each Germany Telegram Number Data with a specific objective: Lead Generation Lead Management Sales Conversion Several concepts will certainly be more than familiar to you, but I advise you to continue reading to know the true differential factor of this approach. Why a Demand Generation approach? For two main reasons: come against the demand reversal mechanism (I will explain this concept better in the next paragraph) resolve the misalignment between marketing and sales departments . Now let me make a couple of fundamental premises to explain clearly what we are talking about. Premise 1: the B2B market today the b2b sector Business-to-Business has changed profoundly over the years. The numerous communication channels, devices, applications, as well as the greater expectations of consumers, have made the purchasing path more complex , influencing both marketing and sales in this sense.
Today, the use of the Internet has further increased the level of autonomy in purchasing decisions, even for customers in the B2B sector: anyone can find answers to their needs, without having to interface with sellers, who are no longer sources of information essential. This trend will, of course, continue as more digital natives enter roles, and as they take on more decision-making positions. The fact that buyers independently search for a specific good or service, however, does not mean that they are also able to directly connect the resolution of their problems to the characteristics that distinguish it and differentiate it from the competition. Not everyone can easily understand which proposal best meets their needs based on the unique characteristics of each one, so much so that often the only differentiating factor, in the end, remains the price. In almost all cases, the value of the proposed product or service, the true differentiating factor , is not communicated and understood by the potential customer .
Demand Generation is made up of three different sub-processes, each Germany Telegram Number Data with a specific objective: Lead Generation Lead Management Sales Conversion Several concepts will certainly be more than familiar to you, but I advise you to continue reading to know the true differential factor of this approach. Why a Demand Generation approach? For two main reasons: come against the demand reversal mechanism (I will explain this concept better in the next paragraph) resolve the misalignment between marketing and sales departments . Now let me make a couple of fundamental premises to explain clearly what we are talking about. Premise 1: the B2B market today the b2b sector Business-to-Business has changed profoundly over the years. The numerous communication channels, devices, applications, as well as the greater expectations of consumers, have made the purchasing path more complex , influencing both marketing and sales in this sense.
Today, the use of the Internet has further increased the level of autonomy in purchasing decisions, even for customers in the B2B sector: anyone can find answers to their needs, without having to interface with sellers, who are no longer sources of information essential. This trend will, of course, continue as more digital natives enter roles, and as they take on more decision-making positions. The fact that buyers independently search for a specific good or service, however, does not mean that they are also able to directly connect the resolution of their problems to the characteristics that distinguish it and differentiate it from the competition. Not everyone can easily understand which proposal best meets their needs based on the unique characteristics of each one, so much so that often the only differentiating factor, in the end, remains the price. In almost all cases, the value of the proposed product or service, the true differentiating factor , is not communicated and understood by the potential customer .