Blog Post

Demand Generation

How to Create and Implement a Demand Generation Strategy

Growing your company always includes an overhaul of your marketing strategy. What works on a small scale is unlikely to translate as you seek to expand market share, and you could waste a lot of money and time trying—with little to show for it.

This is the perfect time to implement a Demand Gen strategy to drive growth. Do the research and plan the smart way forward.

In this post, we’ll show you how to create and implement a demand generation strategy to drive growth.

Benefits of a Demand Gen Strategy

  1. Increase brand interest
  2. Generate higher-quality leads
  3. Nurture relationships that create brand ambassadors
  4. Earn and hold market share
  5. Re-engage existing customers to increase retention/ CLV
  6. Turn existing customers into Demand Gen amplifiers
  7. Larger deals
  8. Key accounts
  9. Higher ROI

Challenges of Demand Generation

  1. Building an audience
  2. Consistently creating high-quality content
  3. Budget constraints
  4. Marketing-Sales alignment
  5. Capturing demand
  6. Turning leads to customers

As challenges, these represent opportunities you'll need to directly address and overcome through Demand Gen strategy.

How to Create and Implement a Demand Gen Strategy for Growth

Create Buyer Personas

You have to define an audience before you can build one. Your buyer persona is a fictionalized yet data-based representation of what your ideal customer looks like.

The clearer understanding you have, the more directly and effectively you'll be able to communicate with this target audience to grow it.

You can define and refine the audience for your B2B SaaS by factors like:

  • Professional factors. Industry, job role, decision-making structure, goals, challenges
  • Personal factors. Demographics, interests, hobbies, news and information sources they trust, what they do for entertainment, and shared life experiences.
  • Intent factors. What's driving their decision-making processes right now? What are they looking for? And what do they need to know they've found it?

Mapping the Buyer's Journey

  • Non-aware. They're unaware they have a problem or its impact on their ability to do their job, get business results, etc.
  • Problem-aware. They become aware—or are made aware they have a problem and how much it's hurting them. They have begun seeking B2B SaaS to solve this problem and consider some options.
  • Solution-aware. Now, they're aware of the kinds of solutions that exist. They're evaluating needs, benefits, pros & cons, cost, etc., to finalize their selection.

This is a journey. It can happen quickly. But most of the time, the person travels along this path looking at various sources of information.

Your demand generation strategy must ensure that you become a source of information, so they travel the path with you. This gives you the power to guide this person.

On your side of things, Generate demand > Capture Demand > Nurture/Engage > Close > Retain/Re-engage.

Fail to create a full-funnel, multi-channel experience, and you'll lose them if you can get their attention in the first place.

Determine Your Goals for Demand Gen

Goals should always be specific, measurable, attainable, relevant, and timebound (SMART). They should take into account factors like:

  • How much can I achieve with this budget? Budget constraints, along with immediate business revenue needs, can drive decision-making. You could go all out and think long-term for outstanding growth, but work with what you've got.
  • Where's my target audience leading me? You've done your audience and competitor research to define the target audience. Your goals must reflect what you learned about where they are, how they make decisions, and the buyer's journey.
  • What can I track and measure? Consider how you'll measure if, where, when, and how your demand generation strategy and/or implementation is working. Do you have the technology you need to do that? What do you need to set up to ensure you can consistently, reliably, and confidently track performance?

Develop a Content Strategy

An MIT study found that 66% of marketers at top companies say businesses must focus on end-to-end customer experience and journeys to succeed.

You must target the whole buyer's journey across important channels to earn the benefits of Demand Gen. First, ask yourself where you need to have content.

  • Facebook ads and organic
  • LinkedIn ads and organic
  • Search ads and organic
  • Retargeting ads (various locations)
  • Email
  • Website
  • Downloadables
  • Account Based Marketing
  • Sales enablement
  • Publisher Direct
  • Mobile-first

A full-funnel Omni channel experience is critical for SaaS companies. If you're not currently full-funnel or omnichannel, this may seem like an overwhelming number of places to engage in demand generation.

So, I want to communicate that the right content strategy optimizes the content creation process to make this achievable.

Next, you must ensure you're creating content for the entire funnel. As a general rule, when people are non-aware, they need blog posts, videos, user-generated content, and ads that introduce them to the problem.

When they are solution-aware, they need demos and free trials to help them decide to buy your solution.

Nurture Leads

Your content strategy includes a clear path and method to not only generate demand but capture demand so you can turn MQL into SQL during mid-buyer's journey.

This is the time to build a stronger relationship with the prospect. Email is a great way to do this because you have greater control over the cadence and order of marketing messages.

Here, your strategy should address how you'll align marketing, sales, and service. Misalignment among these three cost SaaS companies money through customer and employee churn as well as lost productivity.

They must be united through definitions, purpose, communication, and technology. For example, use lead scoring automation to Speed the Lead to Sales at precisely the right time.

Track, Measure, and Optimize

You must make sure you can see the full impact of your marketing, sales, and service alignment, automation, and demand generation strategy. You need to know how your audience experiences your full-funnel, omnichannel experience.

Clear and reliable revenue attribution and reporting are essential to achieve this.

This not only proves ROI. It helps you identify gaps in the whole funnel, omnichannel experience. You can then eliminate what's not working and double down on what is to grow.

Matter Made helps B2B SaaS businesses grow. We help you create and implement a Demand Gen strategy to attract and convert more ideal customers and grow your business. Let's talk about generating demand for your B2B SaaS.

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Growth

Demand Generation

Blog Post

5 Reasons You Should Hire a Growth Marketing Agency

Google Trends data shows that searches for "growth marketing" have grown substantially over the past five years. This isn't too surprising — growth marketing is highly scalable, provides a strong Return On Investment (ROI), and helps brands grow sustainably long-term. 

Mastering growth marketing isn't always easy, so many companies choose to work with a growth marketing agency. This article will shed light on five reasons your brand should hire such an agency. 

#1. They Have Experience With Other Companies at Your Growth Stage

As brands grow, they often face a common set of growing pains related to marketing. For example, startups often lack the marketing bandwidth to run full-fledged campaigns on all digital platforms simultaneously. Or, new ecommerce businesses often struggle to get the engagement snowball rolling (getting your fifth follower is far easier than getting your 150th). 

Growth marketing agencies work with brands over long periods, so they know how to minimize growing pains and steer a brand through the chaos. 

Growth hackers have also implemented a wide range of strategies across many digital platforms, so they know what works and what doesn't. This knowledge is invaluable, as it will help you make smarter marketing choices straight away so you can yield returns quickly. 

Note: Read "How To Build a PLG Funnel Your Sales Team Can Use."

#2. They Can Plan Industry-Specific Long-Term Strategies

Compared to regular marketers, growth marketers view the sales funnel more holistically. Plus, they focus on metrics like Customer Lifetime Value (CLV) and retention rate over short-term revenue. 

The growth marketing sales funnel stages: awareness, consideration, action, adoption, and expansion and their corresponding lifecycle stages.

As a result, growth marketing strategies are like snowballs — they grow as they gain momentum. Growth marketing is really a long-term approach. 

While a traditional marketing agency can help you design a strategy weeks to months in advance, your growth team will think months to years ahead. Naturally, they can help you design marketing that is sustainable and provides long-term returns. 

Growth hackers are also excellent researchers. They can dive deep into your industry and learn what motivates your customers and how to market to them best. When you hire a growth marketing team, you get a holistic, industry-specific plan. 

#3. They Can Save You Money

The initial investment of hiring a growth hacking marketing agency often makes brand owners and managers nervous. However, if the brand invests wisely, it can spend less on an agency than it would if it tried to run a fully-fledged marketing strategy in-house. 

Growth marketing agencies can also get brands a better ROI. Agencies have a lot of in-house expertise, so they can optimize your marketing budget with smart investments and reduce marketing wastage. 

Research on 1,000 marketers by Rakuten Marketing shows that around 26% of marketing budgets were wasted in 2018, while a 2022 report on 41 companies spending $500,000 to $31 million on marketing estimates marketing wastage is 41%. So wastage is a major concern for many brands. 

#4. They Reduce Your Workload

Growth marketing agencies often employ marketers who specialize in Search Engine Optimization (SEO), paid media, content marketing, social media marketing, email marketing, referral marketing, video marketing, and other marketing niches. So, when you work with an agency, you get access to experts without having to expand your in-house marketing team. 

Working with a growth marketing company can also reduce your workload substantially. Marketers can either complete marketing tasks for you or help you automate them. 

You'll know whether you've hired a good agency if they're easy to work with. We recommend looking for an agency that communicates well, provides regular updates, consults you in the decision-making process, and works transparently. 

#5. They Can Help You Become Results-Driven

Growth marketing is generally more adaptive than traditional digital marketing (though that is changing as marketers get better access to marketing data). When they implement a strategy, growth hackers conduct frequent tests and experiments to assess how your audience is responding. Then, they optimize your marketing materials to obtain the best result. 

Naturally, hiring an agency can help you become more results and performance-driven. Performance marketing offers benefits like:

  • Higher ROI
  • More efficient marketing
  • Optimized campaign planning
  • Enhanced forecasting 
  • Faster speed to lead times
  • Greater customer retention

Working with a growth hacking consulting agency also means you don't need to design your marketing analytics infrastructure alone. Many new brands and startups with limited staff and busy schedules often struggle to dedicate time to building this infrastructure, so it's nice to get it off your to-do list.

Note: Read "3 RevOps HubSpot Automations Your Business Needs."

Performance Marketing and Growth Marketing Agencies

Growth marketing can improve your ROI, grow your customer base, and help you achieve rapid and sustainable growth. 

You can see the value of a growth agency by looking at a case study like that of Allocations. Matter Made helped Allocations develop marketing infrastructure and run campaigns on Google, Bing, and LinkedIn. As a result, Allocations increased its pipeline three times in the first 90 days

Want results from growth marketing? Let's talk. 

Ready to drive efficient demand?

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