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B2B Demand Generation: Comprehensive Guide for Tech Marketers

Boost your B2B tech sales with demand generation. Learn wih our Comprehensive Guide for Tech Marketers

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B2B Demand Generation Strategy: A Comprehensive Guide for Tech Marketers

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March 22, 2024

Looking to boost your B2B tech sales, especially as a part of your enterprise marketing strategy? Try demand generation: the game-changing strategy that goes beyond the hard sell, nurturing your audience until they’re ready to buy. Discover how to make your tech product or service irresistible, turning leads into devoted customers. Dive in right now!

Demand generation focuses on making your target audience aware of and interested in your product or service. It goes beyond just selling right away. Instead, it gradually guides potential clients, building their interest and connection to your solution before making a sales pitch. It’s about showing your audience why they need your product, even when they’re not actively searching for it.

The terms ‘demand generation’ and ‘lead generation’ are often used interchangeably, yet they embody fundamentally different approaches with unique goals and challenges. 

Lead Generation: Traditionally, lead generation focuses on capturing as many leads as possible. It’s a numbers game where the primary goal is to fill the top of the sales funnel with potential contacts, regardless of their immediate readiness to buy.

The typical problems marketers face with this approach include:

  • Low-quality leads
  • Long sales cycles
  • Misalignment with sales goals

Demand Generation: Contrasting with lead generation, demand generation for B2B  is a holistic approach encompassing the entire marketing and sales funnel. It focuses on creating awareness and demand for your product or service across the market.

Here’s how demand generation addresses the challenges faced in lead generation:

  • Improves lead quality: By educating and engaging potential clients through targeted content and strategic outreach, demand generation attracts leads that are more informed and further along in their buying journey, thereby improving lead quality.
  • Shortens sales cycles: Continuous engagement strategies keep potential clients informed and interested, helping to move them through the sales cycle more swiftly. This is achieved by maintaining a consistent narrative that educates the prospect about the value and utility of the product or service.
  • Enhances differentiation and market education: B2B demand generation services focus on establishing a company’s unique value proposition and thought leadership, helping differentiate it in a saturated market.
  • Aligns with sales objectives: Creates a close alignment between sales and marketing teams, ensuring that efforts are concentrated on nurturing high-value accounts and engaging leads that meet specific sales criteria.

Get to Know Your Target Audience

Dive deep into your market research. Use tools like LinkedIn Sales Navigator to pinpoint companies that fit your ideal customer profile and platforms like Crunchbase to understand these companies’ funding stages and growth trajectories.

Engage in social listening on platforms where your target audience congregates, such as specific LinkedIn groups or tech forums, to grasp their current challenges and topics of interest. This insight allows you to tailor your messaging with precision, addressing the exact needs of your audience.

Crafting Content and Messaging

Develop a content calendar that maps out topics aligned with the various stages of the buyer’s journey. Use platforms like BuzzSumo to identify trending topics within your industry for awareness-stage content. 

For consideration-stage content, focus on case studies and comparative analyses that showcase your product’s advantages. Tools like SEMrush can help identify SEO opportunities to ensure your content reaches its intended audience.

For decision-stage content, create detailed whitepapers and product demos that highlight the unique selling propositions of your solution. Remember, each piece of content should offer tangible insights or solutions, positioning your brand as a knowledgeable authority in your space.

Utilizing Multiple Marketing Channels

Adopt an omnichannel approach — leverage targeted LinkedIn ads to reach decision-makers, use Google Ads to capture search intent, and consider account-based marketing platforms like Demandbase for personalized website experiences.

Measuring Your Results

Implement a robust analytics setup using Google Analytics for web traffic and engagement metrics while integrating with CRM systems like Salesforce to track lead quality and conversion rates. Use UTM parameters to track the effectiveness of specific campaigns and channels. Tools like Hotjar can offer insights into user behavior on your website, helping identify areas for improvement.

Don’t forget to regularly review these metrics in team meetings to align on progress and areas needing attention.

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Analyzing and Optimizing Your Strategy

Leverage data analytics platforms such as Tableau to comprehensively view your campaign performance data. This allows you to visualize trends, patterns, and outliers, making it easier to derive actionable insights. Conduct A/B testing on your emails, landing pages, and ads to understand what resonates best with your audience. Platforms like Optimizely can facilitate this testing.

Also, engage in quarterly strategy reviews involving feedback from sales to ensure marketing efforts are aligned with on-ground realities and sales objectives.

Get to Know Your Target Audience• Use LinkedIn Sales Navigator & Crunchbase for market research.
• Engage in social listening on LinkedIn groups & tech forums.
• Tailor messaging to meet the specific needs of your audience.
Develop Your Content Strategy• Create a content calendar aligned with the buyer’s journey stage.
• Utilize BuzzSumo to find trending topics & SEMrush for SEO insights.
Utilize Multiple Marketing Channels• Combine paid ads with organic promo and thought leadership.
• Consider Demandbase for personalized website experiences.
Measure & Analyze Results• Set up Google Analytics and integrate with CRM like Salesforce.
• Use UTM parameters for campaign tracking; Hotjar for user behavior.
• Regularly review metrics to align on strategy progress.
Optimize Your Strategy• Use Tableau for data visualization & Optimizely for A/B testing.
• Conduct quarterly strategy reviews with feedback from sales.
• Continuously refine based on data and sales insights.
  • Make sure your website and app are optimized
    • Use tools like Google Analytics or Clarity to identify which pages hold your audience’s attention and where you might be losing them. Conduct A/B tests on elements like CTAs, page layouts, and messaging to refine the user experience continually.
    • Integrate AI-powered chatbots to answer visitors’ inquiries immediately, guide them through your site, and even qualify leads in real-time. This can significantly enhance the user experience and increase engagement rates.
  • Nurture leads to build relationships
    • Segment your leads based on their behaviors, interests, and stage in the buyer’s journey. This allows for more personalized and relevant communication strategies.
    • Utilize multi-channel nurturing. Beyond email, consider nurturing leads through targeted social media ads, personalized video messages, and even direct mail.
    • Establish a feedback loop with your sales team to refine your nurturing strategies based on direct insights from interactions with prospects. This ensures your nurturing efforts are always aligned with the latest sales intelligence.
  • Invest in content strategy
    • Add interactive and gamification elements into your content strategy, such as quizzes, assessments, and calculators. 
    • Encourage and showcase testimonials, case studies, and reviews from your customers. Peer recommendations can significantly influence B2B buying decisions and add authenticity to your brand messaging.
    • Become a thought leader in the industry — collaborate with industry experts, influencers, and other thought leaders to co-create content.
  • Set up marketing automation to scale personalization
    • Implement predictive lead scoring models that utilize AI to prioritize leads based on their likelihood to convert. This helps you focus your efforts on the most promising prospects, improving efficiency and conversion rates.
    • Use marketing automation tools to deliver dynamic content that adjusts based on the viewer’s past interactions, preferences, and stage in the buyer’s journey. 
    • Map out your customer’s journey, providing insights into every touchpoint with your brand. This can help identify gaps in your strategy and opportunities for improvement, ensuring a seamless experience for your prospects.

Our B2B demand generation funnel framework is built on five crucial steps, each aimed at enhancing different aspects of your marketing strategy to drive success.

See our Demand Generation vs. Inbound: Framework for Paid Ads

1. Build Awareness

This foundational step sets the stage for all subsequent efforts. Success here hinges on an efficient omnichannel media buying and content distribution strategy. By leveraging a mix of channels—social media, search engines, industry publications, and more—we ensure that your brand reaches a broad audience and does so cohesively and consistently. The goal is to make your presence known and felt across all platforms where your potential clients might be.

2. Connect & Engage

Once awareness is established, the next step is to build a meaningful connection and create stickiness to the brand. This is achieved through valuable content and relevant partnerships. We focus on quality and regularity over quantity, ensuring that every piece of content, whether a blog post, whitepaper, webinar, or case study, provides genuine value to your audience. This approach fosters engagement, building a community around your brand that’s invested and interested in what you have to say.

3. Catch the Demand

With your audience now aware and engaged, it’s time to amplify the pain points they’re experiencing and build a strong link between their explicit needs and your product solutions. This step involves integrating your product value into your content strategy and supporting it across multiple channels with targeted remarketing campaigns. The aim is to position your product as the solution to their needs, making your brand at the top of their minds when they’re ready to take action.

4. Convert Demand into Opportunity

Conversion is where the rubber meets the road. When a potential client is ready to buy, your brand must be there to catch the demand, wherever it may come from. This involves making it easy for prospects to start the conversation with you. Incorporate value-first conversion points in your Conversion Rate Optimization (CRO) strategy. This isn’t just about showcasing content value but highlighting your product’s tangible benefits and value, making the decision to engage with your brand a no-brainer.

5. Close and Develop

The final step in our framework is closing the deal and further developing the customer relationship. Here, the alignment between sales and marketing is vital. A seamless handoff from marketing to sales ensures that the momentum built through the demand generation efforts is capitalized upon. Furthermore, post-sale, the focus shifts to customer development—leveraging the initial trust and rapport built to explore upselling and cross-selling opportunities, thereby maximizing the lifetime value of each customer.
42DM’s B2B demand generation agency framework simplifies the marketing process for B2B tech companies. With our five-step approach, you can attract, engage, and convert your audience into loyal customers.

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