In the intricate world of B2B marketing, understanding the buyer’s journey has become an increasingly critical challenge. Gone are the days of the predictable sales funnel; today’s B2B customer journeys are anything but linear. With multiple stakeholders influencing decisions and myriad entry points into the process, marketers must adopt strategies that account for every touchpoint. Demand creation is emerging as the linchpin in this effort, not only addressing immediate buyer needs but also fostering relationships with future customers.
Tackling Complexity in the B2B Journey
“Demand generation is a go-to-market strategy that aims to build an intense desire in your dream customer to purchase from you,” explains Jessy, a seasoned digital marketing professional with over a decade of experience. However, it’s crucial to recognise that only about 5% of your total market is actively seeking a solution at any given time. The remaining 95% represent untapped potential.
Modern B2B customer journeys are multifaceted, involving diverse entry points and several decision-makers. According to Jesse, this complexity demands a more nuanced approach: “You’re not just selling to one individual; you’re addressing an entire buying committee, each with their own priorities and concerns.” This means mapping content and campaigns to various stakeholders, from procurement teams to technical leads, ensuring every message resonates with its intended audience.
Research from the Harvard Business Review underscores this point, highlighting how digital content and independent research have transformed the traditional funnel into a more dynamic process. Buyers now enter the journey at varying stages, from initial problem awareness to final decision-making, making it imperative for marketers to cater to this complexity with precision.
Metrics That Matter: Prioritising by Stage
A one-size-fits-all approach to metrics is no longer sufficient. To truly optimise marketing efforts, metrics must align with each phase of the buyer’s decision-making process.
Jessy emphasises the importance of tailoring measurement: “The metrics you use to gauge success should reflect where your audience is in the funnel. For example, awareness campaigns may prioritise reach and engagement, while decision-stage efforts focus on conversion rates and pipeline growth.”
At the top of the funnel, metrics like brand recall and content engagement help assess whether your demand creation efforts are resonating with a broader audience. Mid-funnel stages benefit from tracking metrics such as lead quality and content downloads, which indicate deeper interest. Finally, decision-stage metrics such as sales-qualified leads (SQLs) and deal closures measure the success of converting intent into action.
Integrating Brand and Demand
One of the most significant misconceptions in B2B marketing is the separation of brand building and demand generation. However, strong branding doesn’t just support demand; it drives it. “A robust brand lays the foundation for trust,” Jessy notes. “Buyers are far more likely to engage with companies they recognise and respect, even before they’re in-market.”
Branding fuels demand generation at every stage of the journey. Consistent messaging and a clear value proposition ensure that your brand remains top of mind, even for those not actively seeking a solution. Forrester’s research on the ROI of brand equity reveals that companies with strong brand awareness experience lower acquisition costs and higher buyer loyalty.
The Role of Demand Creation in Today’s Market
Demand creation is about reaching buyers long before they are ready to purchase. “It becomes your job to make them feel the pain of the problem your product solves,” Jessy explains. This involves educating potential customers, building trust, and creating a compelling narrative around your brand.
Key Strategies for Demand Creation:
- Educational Content: Use webinars, podcasts, and blogs to address customer pain points.
- Event Hosting: Both online and offline events provide opportunities to engage with your audience.
- Social Media Engagement: Platforms like LinkedIn and Twitter offer channels to share thought leadership and connect with your target audience.
Jessy shares an example from their experience: “We hosted webinars and podcasts aimed at answering the questions of problem-aware customers. These efforts not only built trust but also positioned our brand as a thought leader in the industry.”
Why Demand Capture Alone Falls Short
Many marketers make the mistake of focusing solely on demand capture. While this strategy targets the 5% of buyers actively seeking a solution, it’s highly competitive and resource-intensive. Jessy highlights the limitations: “If you’re solely relying on demand capture, it’s like jumping into a pool full of sharks and competing for a very small number of fish. The cost of acquisition will be extremely high.”
Research from Forrester supports this view, showing that strong branding and demand creation efforts significantly lower the cost per acquisition over time. A holistic approach that integrates both demand creation and capture ensures sustained growth and scalability.
Mapping Content to the Awareness Funnel
Demand creation is most effective when aligned with the buyer’s awareness stages:
- Unaware Stage: Buyers don’t yet realise they have a problem. Content should focus on education and awareness.
- Problem-Aware Stage: Buyers recognise their pain points but may not know about available solutions. This is where your content can establish your brand as a trusted advisor.
- Solution-Aware Stage: Buyers understand the options available. Highlight your unique value proposition.
Jessy emphasises the importance of tailored messaging: “Once you deeply understand who your ideal customer profiles (ICPs) are, you can map your content to meet their needs at every stage of the funnel.”
Final Thoughts
In a world where only a small fraction of your market is actively seeking a solution, demand creation is no longer optional—it’s essential. By catering to the complexities of modern B2B journeys, focusing on stage-appropriate metrics, and integrating branding with demand efforts, marketers can unlock new opportunities and drive long-term growth.
As Jessy aptly puts it, “Demand generation isn’t just about capturing leads; it’s about building relationships and ensuring your brand is the obvious choice when the time to buy arrives.”
For more insights, explore Forrester’s research on the ROI of brand equity in B2B and Harvard Business Review’s articles on non-linear customer journeys.
