« Get smart: 4 things Google Analytics can tell you | Main | How social media can make David a formidable challenge to Goliath »

Use demand generation to grow sales

By Kate Lee | 03/17/2014 | 10:20 PM

Rather than focus sales efforts on seeking out prospects and making cold calls re-focus your efforts so that the emphasis is on demand generation. Why?  Demand generation shortens the sales cycle and increases sales opportunities by nurturing and engaging potential customers.  Moreover, demand generation is a commitment to long-term customer relationships.

Demand generation builds and nurtures prospect and customer relationships for the long-term.  To do this effectively, companies need to do things like host webinars, create a blog, and promote blog posts through social media.  Companies need to create and disseminate content-driven resources that establish themselves as a thought leader and as an industry influencer, and which engage prospects and customers alike.

Demand generation is not a sprint.  It takes time to build and implement a successful strategy.  However, once a strategy is in place and is consistently and continuously implemented, there will be positive results.  Specifically, website traffic will increase and, by extension, so will the number of prospects.  These prospects are warm leads.  These prospects are ones which your sales team should focus on as they are more likely to convert to customers than the cold call prospect.  In fact, prospects that come to you via a successful demand generation strategy are five times more likely to become your customers.

To grow sales through demand generation it is important to identify your target customers and their needs.  In short, get to know your target customer and identify how your company can anticipate and respond to their needs.  Furthermore, take the time to choose the right content and choose the right place to disseminate content. 

Shorten your sales cycles and increase your sales opportunities by focusing time and effort on creating and implementing a demand generation strategy instead of on cold calls.



By submitting your comments, you agree to our Terms of Service.

The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Elizabeth Hines

Elizabeth Hines

Elizabeth is a content strategist with 12+ years of experience in content development, branding, marketing, and communications. As the creative/editorial director at Fronetics, she oversees all efforts related to content and creative assets, including strategy design and brand development.

She has written extensively about supply chain and logistics, and has developed content strategies across a number of verticals, including the B2B space. Prior to joining Fronetics, Elizabeth worked at Boston University, Prospectiv, and Cengage Learning.


Popular Tags

Recent Comments

Subscribe to DC Velocity

Subscribe to DC Velocity Start your FREE subscription to DC Velocity!

Subscribe to DC Velocity
Go digital