A new frontier of B2B demand generation is upon us—one where the rules of engagement have shifted, and staying ahead means building fresh strategies.
We recognized three emerging imperatives to keep an eye on, and this article provides an overview on how you can tackle them.
Millennials and Gen Z are stepping into key decision-making roles and B2B marketers must evolve their efforts accordingly.
The advent of intent data enables companies to better understand buyer intent and empowers them to transform tracking in a privacy-conscious landscape.
Account-Based Marketing (ABX) is gaining momentum, meaning demand generation professionals must embrace innovative strategies to ensure they meet KPIs.
Read on to prepare your operations for the future of demand generation and equip your teams with the tools necessary to delight an audience that’s rigorously researching, comparing, and making decisions long before they speak with a sales rep.
Marketing to Digital Natives
Millennial and Gen Z cohorts are moving up the B2B corporate ladder, making up 73% of B2B buying decisions.
That’s why your innovative peers are evolving their efforts to address the needs of these key decision-makers and vital members of purchasing committees.
Your new audience uses different channels, adopts new tech, and sees value differently. The first step in reaching Millennial buyers is making sure they get relevant information as they move through their buying process.
Engage Customers on Their Preferred Channels
If you find yourself asking: “Where are they?” The answer is: Everywhere. However, some channels are more popular than others.
Branded as “digital natives,” Millennials are more comfortable with technology than previous generations and rely heavily on digital channels for research and buying decisions.
Research shows that the first two places these buyers visit are web searches and vendor websites. That’s why it’s crucial to optimize your website for search and follow SEO best practices.
Socialize with Your Audience…Online
Millennial buyers are digital detectives, and their go-to research tool is social media. To reach them, you need to engage on platforms like X (formerly Twitter) and LinkedIn, responsible for generating 80% of B2B leads.
In addition, since you’re addressing a generation that’s increasingly appreciative of social relationships, LinkedIn serves as the ultimate method to connect with like-minded professionals and build meaningful, lucrative relationships for all parties.
Focusing on Intent
When you strive to improve engagement and conversion rates, which signals do you factor in to guide your marketing decisions? Do they reflect the user’s intent to engage with your product?
That’s where the power of intent data lies—helping you create targeted campaigns that resonate with your audience and identify high-value prospects.
Intent data can be classified into several categories, primarily focusing on the source and nature of the data collected. Understanding these types helps businesses tailor their marketing strategies effectively.
Best Practices for Better Demand Generation
Making the most of intent data in demand generation requires a solid strategy built on proven principles. By sticking to a clear plan, you ensure that the insights gathered are accurate, actionable, and drive smart decisions.
Start by outlining your goals for collecting intent data. Knowing exactly what you want to achieve makes it easier to choose the right tools and methods to get you there. Once your objectives are set, choose the methods that fit best. Whether it’s surveys, interviews, or direct observations, make sure each approach suits the data you need.
Moreover, consider building a process that cuts down bias. Use neutral language in your surveys and make sure your sample reflects the audience you’re targeting. This helps improve the reliability of your conclusions.
Lastly, invest in tools that make data collection and analysis straightforward. Go for ones that are easy to use but also have the muscle to give you solid, trustworthy data—and enable you to activate it seamlessly.
Get Personal
Thanks to the advent of ABX practices, your peers were able to create innovative marketing and sales strategies that focus on:
Personalizing engagement with high-value accounts, treating each as a unique market
Nurturing data-driven operations and collaboration across departments
Fostering stronger relationships and enhancing customer loyalty
One of the key principles of ABX is treating every account as a market of one. This involves a deep understanding of each account’s pain points, objectives, and buying journey.
By delivering relevant and timely content and experiences tailored to individual needs, you can provide meaningful interactions that meet each client’s individual needs.
What’s the Return on Investment?
Investing in ABX strategies often delivers a higher Return on Investment (ROI) than traditional marketing methods. By crafting targeted and effective campaigns, you can cut down on wasted marketing spend and achieve impressive results with fewer resources.
By concentrating efforts on high-value accounts, sales teams can allocate their time and resources more efficiently, efficiently nurturing and converting prospects that are more likely to become long-term customers. Not only that, but a well-crafted ABX strategy will most likely increase revenue, enhance customer lifetime value, and generate more cross-sell opportunities.
Shortening the Sales Cycles
A streamlined sales cycle is a prerequisite for increased revenue and improved demand generation efficiency. ABX empowers you to achieve this by helping you align sales and marketing efforts around key accounts. As a result, you’ll see:
Shorter sales cycles
Improved conversion rates
And ultimately, greater revenue
Conclusion
Strengthen your commitment to understanding the new priorities of modern audiences, as this will have a significant impact on your marketing efforts, team, and results. By keeping pace with evolving buyer expectations, you ensure your strategies remain relevant and resonate with decision-makers across key demographics.
In addition to reducing marketing spend, leveraging next-generation technologies will elevate your demand generation initiatives and help you maximize the value of intent data. This not only streamlines your approach but also ensures that you target high-value prospects with precision, ultimately improving conversion rates.
As you prepare for the future, focus on creating personalized experiences that your target accounts will appreciate. Tailoring your messaging and outreach to their specific needs will build stronger relationships, enhance customer loyalty, and position your business as a trusted partner in their success.
