- Enterprise demand generation is more complex than small and medium size business demand generation.
- Multichannel marketing is important for enterprises to connect with global users.
- Enterprises must focus on building their international brand.
- Maintaining consistency across all marketing channels and teams are challenging for enterprises.
Simply put, demand generation means creating awareness about your products or services. But, when your company is already famous, and people are aware of your services, what more can you do to inform your customers?
Enterprise is a company that has already crossed the SMB threshold. It has a significant market base, capital, and workforce.
Thus, standard demand gen tactics won’t work for enterprises.
Let’s take an example to better understand enterprise demand generation.
According to Forbes Global 2000 ranking, Berkshire Hathaway was the number one enterprise in 2022.
It is an American multinational conglomerate holding company whose subsidiaries operate in insurance, freight rail transportation, energy generation, manufacturing, and other services.
Moreover, in Q2 2022, the company made a revenue of $9.283 billion.
Now, do you think a company that makes billions within three months can generate demand with simple marketing strategies?
Enterprises must develop scalable strategies to generate demand and qualified leads. Let’s explore some of the best enterprise demand generation strategies.
Enterprise Demand Generation Strategies to Expand Your Business Reach
Demand generation is a complex process. However, it is the first step to generating high-quality leads.
The demand gen gets more tricky for large enterprises because they have a large audience base. In addition, most enterprises have global reach, with their branches scattered across the states.
So, enterprise demand generation strategy has to be simple yet effective. It has to be something that can fit your entire organization, and all your marketing team members can deploy it.
Demand generation strategy for every enterprise needs to be custom-made. However, here are some popular enterprise demand gen strategies to take inspiration from:
#1. Go omnichannel
Usually, enterprises offer multiple products and services. Therefore, they target different audience verticals in the market with their every project.
So, one marketing channel can not work for enterprises simply because every customer and market sector has separate needs. Moreover, a customer at least interacts with the brand through 8 touch points before purchasing.
Therefore, enterprises need to target omnichannel marketing to connect with their different user bases.
Enterprise marketing teams must create a buyer’s persona for each product and service. This way, they can group ideal customers and create people-based marketing strategies.
It can also allow marketers to practice account-based marketing. Enterprises can connect with every potential account and nurture them into their sales pipeline.
So, put your business out there and connect with your potential customers through social media, content marketing, etc.
#2. Stay consistent
Multichannel marketing is easier for large enterprises than for small companies. Simply because they have more resources and manpower to target different marketing channels.
But, this creates a problem of maintaining consistency across all channels. Usually, large enterprises have micro teams working in the marketing department to run different operations.
For instance, different teams will run email marketing campaigns and social media marketing campaigns.
This can create inconsistency in the brand message and values. Further, it can impact your customer experience.
So, the best solution here is to streamline your demand generation strategy. But, first, you need to strengthen the communication flow between your marketing departments.
Moreover, standardize your marketing policy. Define your buyer persona, marketing goals, and values to each marketing team member.
Here you can refer to UnboundB2B. The company targets multiple marketing channels like webinars, social media, blogs, podcasts, etc.
But, they have a consistent presence on all the marketing channels. So, for example, users who move from Unbound blogs to podcasts will receive the same experience and values.
And that’s what makes it a top marketing & Advertising company.
#3. International branding
Do you want to scale up your business? Then, invest in international branding.
The best enterprise demand gen strategy is building a brand recognized by a global audience. It enables you to target the international community with your products.
However, international branding requires flexibility and adaptability. You need to maintain your business identity while adapting to local market situations.
Every nation has a different marketing structure and user requirements. Thus, you must develop independent marketing strategies for each targeted nation without losing your true business identity.
Sounds like a complicated thing?
Well, it is. But, by mixing local and international marketing ideologies, you can build a global brand.
Take IBM, for example. It has around 400,000 employees with business operations scattered over 175 countries.
But, still, it has a unique brand image aligned with local market needs.
IBM has one logo, color tone, and brand value that reflects all its marketing campaigns.
But, they support regional demographics with their website and other social interactions. For example, they support local festivals, holidays, and customer preferences to build a personal connection.
IBM Global Career is the perfect example of how the company provides employment opportunities based region.
#4. Hyper personalization
Personalization is an important demand generation strategy. But, by 2025, 80% of marketing executives will abandon personalization. Why?
That is because simple personalization won’t work anymore. You cannot mention your customer’s name in the email and call it personalization marketing.
Today, customers want more personalized solutions than before. B2C brands like Amazon, eBay, and Netflix have shown customers what hyper-personalization is.
So, B2B customers also want the same personalized experience. Therefore, you need to game up and use artificial intelligence to provide hyper-personalization to your customers.
You need to provide a personalized experience through different channels. Be it email marketing or a customer support system, try to include personalization in every aspect of your business growth strategy.
For example, Grammarly is an automatic grammar-checking tool. It uses artificial intelligence and data tracking technologies to share performance reports with individual users.
Dynamic Ways to Create Demand for Your Enterprise Products & Services
Do you plan to launch a new product or service in the market? In that case, your enterprise demand generation strategy will differ from a startup company.
That is because people are already familiar with your brand. You simply have to introduce your new enterprise products and services to them.
Here’s how you can create demand for your enterprise products and services:
You must focus on the learning curve whenever you enter a new product or service into the market. Your customers are familiar with your existing products. But, they have no idea how your new product works and can help them.
So, you can leverage content marketing and social media marketing to educate your existing and new customers about your products.
Content marketing can also target relevant keywords related to your new products and rank them higher in search engines.
Target pain points
You can easily generate demand for new products if you solve a particular problem.
You need to define what problem your product can solve and tell this to relevant stakeholders. Many times, customers are not aware of their problems.
So, you must first introduce your potential customers to a problem and present your product as a solution.
Creating content for each demand generation stage can help you promote and educate your potential customers.
Mainly, there are five stages of demand generation — awareness, consideration, intent, purchase, and retention.
Creating content targeting each stage can help you move a potential lead further into the sales pipeline.
For example, you can use blogs to create awareness. But on the contrary, downloadable e-books can help to understand potential leads’ intent to purchase.
Focus on one marketing campaign
Enterprises run various marketing campaigns at one time. This can help them to reach a larger audience base faster.
But, it can also create confusion. You might not be able to drive maximum value from one campaign when you focus on multiple campaigns simultaneously.
Therefore, you should create one marketing campaign for a product at a time. You must keep an eye on your marketing campaign and analyze its performance.
Once satisfied with your marketing campaign, you can focus on other campaigns to promote your product.
How to Select the Best Enterprise Demand Generation Partner?
As you can see, enterprise demand generation is complex and multilayered. Therefore, you cannot plan your demand generation strategy without professional support.
Also, no regular digital marketing company can generate demand for enterprise products and services.
Enterprise demand gen partner requires certain traits:
Enterprise marketing is international marketing. So, ensure that your demand generation partner has the infrastructure to target global audiences with omnichannel marketing.
It requires supersonic speed to deliver, plan and execute marketing strategies for enterprises. Moreover, several tools and technologies are required to monitor several marketing efforts.
As already established, enterprise marketing is teamwork. Therefore, ensure that your demand gen partner has the manpower and strong communication flow to support enterprise workflow.
Ensure that your speed generation partner has the same cultural values as your company. If your company’s and lead generation company’s cultural values don’t fit, they cannot help you to generate significant demand for your solutions.
Where Can I Find the Best Enterprise Demand Generation Company?
No need to look anywhere else for your enterprise demand gen partner. UnboundB2B is here, ready to serve you.
We have a scalable infrastructure, experienced employees, and high-tech technology to support enterprises. In addition, our dynamic email database and outreach program can help enterprises achieve their demand generation goals faster.
You can also book a free consultation with our team to better understand how we can help your enterprise grow online. We are waiting for your call or email.