Stuck in Lead Gen? Here's How to Pivot to Demand Gen | E19
Ruta Sudmantaite
|
Hey there, savvy marketers! If you've been feeling like you're caught in the endless cycle of lead generation without seeing the desired results, you're not alone. In a recent episode of the Blame It on Marketing podcast, Vlad Blagojević, co-founder of fullfunnel.io, dives deep into why so many organizations are struggling to move past lead gen and how to make the switch to demand gen effectively.
Why Lead Gen Feels Like Groundhog Day
Despite the hype around demand generation from marketing influencers, many companies are still stuck in the lead gen rut. Vlad points out, “The reality and the truth is what you see with your clients is that the majority of companies are still stuck with lead gen.” So, what’s holding them back?
The Linear Mindset Trap
One of the biggest culprits is a linear mindset. Companies often treat sales like buying shoes online—impulse buys with a straightforward path from ad to purchase. But B2B sales, especially those with complex, long sales cycles, are anything but linear.
“In B2B, the buyer journey is everything but linear.” Vlad emphasizes. Buyers engage with multiple touchpoints, do extensive research, and don’t just land on your website to make a decision. This complexity requires a more nuanced approach than traditional lead gen can offer.
Metrics That Mislead
Another issue is the obsession with easy-to-measure metrics like leads. While generating leads is straightforward to track, it doesn’t necessarily translate to revenue. “Leads are easy to measure, easy to attribute, and easy to control and report on.” This simplicity can be tempting, but it often leads to pointless lead chasing without meaningful results.
Shifting to Demand Gen: Practical Steps
So, how can you make the leap from lead gen to demand gen without freaking out your team or blowing the budget? Vlad shares some actionable insights:
Start Small with a Pilot
“Start with a pilot—maybe one channel or one content format.” Instead of going all-in on demand gen, begin with something manageable. For example, if LinkedIn text posts resonate with your audience, expand that into carousels or other formats. This approach allows you to test and tweak without overwhelming your resources.
Deep Dive into Customer Research
Understanding your buyers is crucial. Vlad advises, “You need to start understanding the buying journey to influence it.” Conduct customer interviews, analyze sales calls, and study your best deals to get a clear picture of what your customers need and how they make decisions.
Choose the Right Channels
Be where your buyers are. If LinkedIn is where your target audience hangs out, focus your efforts there with content tailored to that platform. “People don’t consume content on your website anymore—they want it where they already are.” This means adapting your content strategy to fit the habits and preferences of your audience.
Optimize Demand Capture
Ensure that once demand is generated, capturing it is seamless. Vlad notes, “Remove as many friction points from the buying process as possible.” Whether it’s an easy-to-find call-to-action or a straightforward booking process, make it effortless for potential customers to take the next step.
Aligning Marketing and Sales
Transitioning to demand gen isn’t just a marketing shift—it requires sales alignment as well. Vlad explains, “If you have alignment on the ICP, the lead should always be accepted.” This alignment ensures that marketing and sales are on the same page regarding what constitutes a qualified lead and how to move them through the funnel.
Educate and Collaborate
Marketing needs to educate sales on the new approach. Instead of just handing over leads, collaborate on defining engagement levels and intent thresholds. For instance, a lead that’s read multiple high-intent pages or attended a webinar indicates a higher likelihood of conversion.
Build Relationships, Not Just Leads
Sales should focus on building relationships rather than chasing down every single lead. Vlad suggests, “It's about offering the buyers an opportunity to take the next steps while leaving them in control.” This approach not only improves conversion rates but also creates a more enjoyable experience for both buyers and sellers.
Scaling Your Demand Gen Efforts
Once your pilot shows traction, it's time to scale. Vlad advises turning your pilot into a repeatable process and gradually expanding. This could mean increasing your budget, adding new content formats, or engaging more team members. The key is consistency and continuous improvement.
Consistency is King
“Consistency is the only way you can get to that.” Building a demand gen engine takes time and persistence. Focus on maintaining a steady flow of content and engagement to keep the momentum going. Vlad shares how his team commits to a rigorous content calendar, ensuring a constant presence where it matters most.
Repurpose and Expand
Don’t reinvent the wheel each time. Repurpose successful content into different formats to maximize its impact. For example, a high-performing LinkedIn post can be transformed into a carousel or expanded into a detailed guide. This strategy helps you leverage what’s already working while exploring new avenues.
Overcoming Internal Pushback
Changing strategies isn’t always met with enthusiasm. Vlad acknowledges, “The best outcome could be like, okay, fine, prove it to me.” Start with demonstrating success through small wins and having an advocate within the sales team who sees the value in the new approach. This internal champion can help sway the rest of the team and build broader support for demand gen initiatives.
Find Your Advocate
Identify a forward-thinking salesperson who can champion the demand gen efforts. Their success can serve as proof of concept and inspire others to get on board. As Vlad puts it, “Work hard to make yourself a champion advocate.” Their positive experience can be a powerful tool in gaining buy-in from the entire sales team.
Wrapping It Up
Transitioning from lead gen to demand gen isn’t a quick fix, but with the right approach, it’s entirely achievable. Start small, focus on customer insights, align with sales, and scale consistently. As Vlad and the team at Blame It on Marketing highlight, patience and persistence are key. Remember, “Done is better than perfect.” Keep iterating, stay aligned with your goals, and watch your demand gen efforts drive meaningful revenue growth.
Feeling inspired to make the switch? Check out Vlad’s tips and resources linked in the show notes of the podcast episode here.
Stay Cheeky, Marketers!
Change is never easy, but with a bit of strategy and a lot of perseverance, you can break free from the lead gen loop and embrace the power of demand gen. So, don’t be afraid to pivot—your future revenue will thank you!
Happy marketing!
