Demand Generation Channels

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Let’s talk about channels—

otherwise known as the where and how of demand generation strategies.

Similar to account-based marketing, demand generation channels serve to fuel the B2B buyer’s journey. They are the direct lines of communication between your B2B marketing team and new prospects. Here at The ABM Agency, we have the tools and knowledge to expertly navigate your potential leads through these channels—from awareness through the final decision. We find your B2B target audience exactly where they’ll engage and then interact with them in a way that perfectly aligns with their particular position within the sales funnel.

Read on to learn more about how our B2B digital marketing agency brings your demand generation campaigns full-circle—ensuring all channels fit together, and most importantly, work together.

The Key to Demand Generation

1. PR

The right PR strategy for demand gen does three things: 1) creates buzz and excitement, 2) builds brand trust, and 3) gets more eyes on your brand. So is it essential for demand generation? Definitely. That’s why we provide a wide range of creative and analytical PR services that are completely customizable depending on each B2B client’s needs.

2. Paid Search and SEO

If awareness is one of the main pillars of demand gen, then your name or product needs to rank well on Google—or at least show up when potential clients are searching for the solution you provide. In order to find success using demand generation strategies, you must throw your hat in the ring while the buying team is doing initial research. That’s why SEO and paid search are central to your B2B marketing strategy; your organic online presence is critical but should always be assisted by paid strategies to leverage the best results.

3.Content Marketing

Content marketing = important resources for demand generation audiences at all stages of the funnel. If content marketing is how you get to show off what your company or tool can do, then it’s also how you explain to potential customers how or why you can solve their problems (even if they aren’t yet aware they have a problem). The way The ABM Agency does content marketing allows for complete synergy with programmatic; we’re able to target with the same components of an audience in both, creating an accurate feedback loop to nurture specific accounts as they engage in either channel.

4. Programmatic Advertising

Programmatic advertising comes into play as accounts move down the sales funnel into the consideration stage. Here, you can granularly target by a specific organization/company or job title and serve only the ads most relevant to them and their pain points. With programmatic advertising, reporting capabilities are extremely useful in telling a more complete story about a target account’s journey.

5. Email Marketing

Email marketing is critical in demand generation because of your complete control over the user’s experience. Everything—from the content being served to the linked landing page to overall best email marketing practices (testing, targeting, etc)—can be curated by the marketing team. Consistently reaching out with quality, informative, relevant content cultivates the formation of a strong, beneficial relationship between your B2B company and the audience.

6. PPC

Pay-per-click advertising serves to amplify your content after you’ve identified the exact audience you want to speak to. PPC helps push these accounts closer to the decision-making stage by focusing in on specifics: industry, competitors, product, and even location. You know they have a problem you can solve, and you know they’re essential in the buying process.

Interested in how The ABM Agency can help you achieve your goals and KPIs?