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Mike Lieberman, CEO and Chief Revenue ScientistMon, Dec 10, 2018 5 min read

7 Tips for More Effective B2B Demand Generation

Every business must create demand for its products and services. If no one knows your product exists, it’s unlikely they’ll ask for it or seek it out. Once you’ve made potential customers aware of the product or service, you need to convince them they need it.

This is known as demand generation, and it’s most often left up to the professionals in your marketing department to get the word out and create demand.

How can your B2B company create more effective demand generation? These seven tips will help you as you and your team create more demand for your business offerings.

1. Free Tools and Resources Are Key to Demand Generation

Today’s potential customers are more likely to seek out information and solutions to problems on their own. They want to build a relationship with your company, and they need to know they can trust you before they’ll invest in your offerings.

One thing you can do to begin building this trust is to offer them a free tool or resource. If you offer a tax service for businesses, for example, you could offer a free calculator to give potential clients a rough idea of their taxes. Then, ask them to get in touch for a more accurate assessment.

2. Spread the Word about Your Brand

This should be what your marketing team is doing anyway, but you’ll want to be sure you’re getting the word out about your brand. Every message you broadcast should be in line with the brand identity.

Why is this so important for B2B demand generation? It tells potential clients who you are and why they should work with you or buy from you. Furthermore, it differentiates you from the crowd of competitors. The next time these potential customers need something, you’ll be the one they think of.

3. Involve Industry Leaders

No business is an island. You’re surrounded by expertise, and one of the ways you can build trust and authority on any given topic is by engaging industry leaders and recognized experts. Draw them into the conversation through interviews, blog posts, and more.

People pay attention to what these leaders have to say, so this can boost your visibility and your credibility. Plus, it can put you on the radar of the experts in your industry.

4. Tailor Your Content

This is the age of personalization and customization. If a potential customer lands on your website and doesn’t see an offer that intrigues them, they’re not going to bite.

This is why your website has to respond to leads and customers, offering them a more personalized experience. Show them relevant and related content, and offer them deals that are more aligned with their interests. When you do, these leads and customers will feel your company has more to offer them.

5. Go Multichannel

If you want to increase demand generation, you need to adopt a multichannel marketing platform. If you’re a smaller business or a startup, you may have neglected some channels in order to spare your budget or your team’s time.

Sticking to just one or two channels, however, means you’re not getting the message to a wide enough audience.

6. Don’t Forget to Test

Are you using A/B testing for your landing page CTAs, social media ads, and email marketing campaigns? If not, it’s definitely time to incorporate some testing into your marketing strategy.

Testing can help you identify messages that work with particular segments of your audience. This, in turn, increases your ability to get effective demand generation.

7. Get a Third Party Involved

If you’re still struggling with demand generation, it could be time to turn to the experts. They can help you find the right channels, tools, and messages to get the word out and get people interested in all you have to offer.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.