Episode 140: Levels of Demand: adjusting demand generation to the buyer journey with Andrei & Vladimir

Full-Funnel B2B Marketing Show

In the new episode of Fullfunnel Live we share how to align your demand generation programs with the buyer journey.
Tune in to learn:
- Demand generation from the buyer perspective and how B2B customers actually buy
- How long does it take to generate a sales opportunity: Overview of a real buyer journey
- 3 levels of demand
- How to match your CTAs (call to actions) with the buying intent
Below I share what are the 3 levels of demand
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
3 LEVELS OF DEMAND
1. DEMAND FOR CONTENT.
Buying intent: -/low.
Example:
I'm a B2B marketer working for a B2B company with a long sales cycle and high deal size product. I'm interested in upskilling myself, learn the best practices and industry trends.
Demand gen goals:
Motivate target audience to start following you, subscribing to your events, newsletter and engaging with your content.
Typical cycle: 6-8 months.
2. DEMAND FOR SOLUTION.
This is a stage where inhouse conversations about possible solutions to the existing challenge start happening.
Buying intent: low/medium.
Example:
We're missing revenue targets by 40%. Our outbound pipeline declines while inbound is unpredictable and generates low deal-size opportunities. What should we do?
Demand gen goals:
-Repetitive visits to your website, including high-intent pages from multiple visitors
- Engagement with solution-based content on social and content hubs
- Sharing your content with colleagues
Typical cycle: 3-6 months.
2. DEMAND FOR VENDOR.
This is a stage where the buying decision happens. Buyers do vendor research and talk to vetted vendors. The first vendors they select are the vendors that attracted their attention earlier.
Buying intent: high.
Example:
It's clear that we, marketing & sales, never worked as one team focusing on the same goals and targets. We want to go upmarket and generate enterprise opportunities with account-based programs. Which vendor will help us to achieve goals faster with our resources and budget?
Demand gen goals:
- Generate sales opportunities
Typical cycle: 1–3 months.
----
A lot of B2B companies pay attention only to creating demand for a vendor and claim their sales cycle length is 1–3 months.
They ignore the rest of the buyer journey and pay a solid ROI tax on it.
Buyers that are in market spend 6–9 months consuming content related to their jobs-to-be-done and business challenges. Before they become in market, they create a list of preferred vendors. If you want to be among them, make sure your demand gen program is aligned with the buyer journey.