Mastering Demand Generation for Software B2B


Building Long-Term Customer Relationships

The very first challenge for any new service or product that solves an unnoticed problem is ” how do we get our first customers/users?” OR “How do we get our existing customer / user list to keep using our solutions?”
Demand generation is the strategy to establish a bond between customer and business and a link between problem and solution.

Demand Generation –  The art of creating brand awareness & staying top-of-mind

In the competitive world of B2B software/Saas business, demand generation plays a vital role in driving business growth. It involves creating awareness, educating customers, and establishing a strong brand presence. Essentially, demand generation for Software B2B relates to building long-term customer relationships, educating customers, staying top-of-mind, enhancing brand visibility, and leveraging SEO. 

Building Long-Term Customer Relationships

One of the primary goals of every business is not just to get one-off new customers, but to create a link between the customer’s problem and the offered solution. As in the offline and doing business traditionally, this is achieved through personalized interactions, providing exceptional customer support, and continually delivering value. Building trust and loyalty are crucial in maintaining customer retention and gaining referrals, ultimately fueling sustainable growth.

  1. FIRST STEP – Educating the Customer:
    You have created an innovative, simple and easy to use solution for a problem or a complexity issue. You believe that the customer base that could benefit from this solution will be quite big. And of course the very first thought is to inform the audience about the solution. The problem is that it’s very possible that the target customer might not be aware of what the problem is and that it could be a solution for this!

Effective demand generation involves educating customers about the problem and the solution, in this case your unique value proposition of your software. This can be done through informative content such as blog posts, case studies, whitepapers, webinars, and educational videos. When the content is of high quality, providing valuable insights and addressing their pain points, you establish yourself as an industry expert and trusted advisor.

  1. SECOND STEP – Staying Top-of-Mind:
    To remain visible and relevant in the minds of potential customers, it’s essential to stay top-of-mind. For that you need to keep connecting, pushing information and regularly interact with your target audience through email newsletters, social media updates, and targeted content distribution. In that way, you increase your chances of being the go-to solution when they are ready to make a purchase decision.
  1. THIRD STEP – Enhancing Brand Visibility:
    Offline and Online Brand visibility is critical for demand generation and business growth in general. In the digital world, optimize your website and content for search engines (SEO) to ensure your brand appears in relevant search results. Leverage social media platforms, paid advertising. In the offline reality, build industry partnerships to expand your reach and increase brand recognition. Also, pay attention how and where you appear in the print media or physical locations. Strong brand visibility creates trust and credibility, making it easier for customers to choose your software over competitors.

Sometimes, physical presence and print media are neglected in the marketing mix, especially when we are talking about SaaS or Software products. But let me give you an example how this could look like. Let’s say we have a FinTech application solution from a startup that has as a main distribution/sales channel the Playstore or App Store. Although all sales and promotion strategy is based on digital, an example of physical presence could be a regular booth or small info desk at a Gaming convention or a Gaming hub / community store.

  1. EXTRA STEP – Include or focus on Account Based Marketing strategies:
    Put in your customer mapping tactics the strategic players you want to target. In that way, you create a great momentum and an easier decision path for the wider audience to convert into a regular customer base.

Content Types for Demand Generation Campaigns

There are several content types that can be utilized in demand generation campaigns:

  • Blog Posts: Create informative and engaging blog articles addressing customer pain points, industry trends, and best practices. Optimize them with relevant keywords for better search engine visibility.
  • Case Studies: Showcase success stories and customer testimonials to demonstrate the positive impact your software has had on real businesses.
  • Whitepapers and Ebooks: In-depth resources that provide valuable insights and solutions to complex problems. Gate these resources behind a form to capture leads and nurture them further.
  • Webinars: Conduct educational webinars to address industry challenges, showcase thought leadership, and engage with potential customers in real-time.
  • Videos: The number one content type today! Create short explainer videos, product demos, and customer testimonial videos to visually showcase the benefits of your software. Videos are highly shareable and can increase engagement on social media platforms.

Demand generation for B2B is a comprehensive process that requires a strategic approach. By focusing on building long-term customer relationships, educating customers, staying top-of-mind, enhancing brand visibility, and utilizing various content types, you can create effective demand generation campaigns. Remember, it’s about understanding your target audience, providing value, and consistently reinforcing your software’s unique selling points. By doing so, you’re well on your way to capturing the attention of potential customers and driving long-term business growth.

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