Demand generation is the process by which marketing programs grow interest and awareness in the services and products of a company among the prospects or sales lead. The demand generation is a complex process which depends on the size of the sales. One of the most important components of business to business demand generation is the prospect who is in search of a product or service.

 

Creating awareness among the prospect may be a job which needs a lot of effort. Most of the demand generation programs assume that the prospect is already aware of his business drawback and is in search of a solution. But there may be cases where the market does not realise that there is a problem. It is very hard to get the fact across them that there is a better way to do business. Thus if the lead is unaware of his problem, demand generation process may not be much effective. The attention of the prospects should be grabbed. Generating demands by continuous advertising can be effective. The content of the advertising should mainly contain information about the product and services as too much praise in the advertisements for one company may drive away the prospect. Thus activities like search engine optimisation, social media marketing through LinkedIn, Facebook, Twitter; email marketing should be of prior importance. Outsourcing to telemarketing companies may prove to be effective. They can work day and night and try to generate prospects for the selling of the software. 

 

Choosing and spending on the right type of prospect is very important. Overspending on low value customers and under spending on high value customers may prove to be fatal. At first the target should be the top five most profitable customers then slowly the medium and low value businesses should be reached. As the target is created personalisation of the offer should be made to attract the prospect. Necessary insight should be given to the lead. If the customer is aware of his drawbacks and is in need of solutions then certain questions like what change does he want to make and why, what is his ultimate goal, what actually is preventing him from changing and what motivates the customer should be asked.

 

Convincing the prospect to buy the software is a job that needs efforts. Fear of unknown may inhibit the prospect, so along with influencing the prospect, making him feel needed is very important. Using humanly expressions, sharing his thoughts and continuous reassurance is very important. Knowing the prospect is also of utmost importance. The communication with him should make him understand that the focus is only on him. Thus a buyer centric approach is required. Identifying the buyers questions and making them feel fulfilled should be done. The activities must include segmentation of the buyer, creating buyer engagement models, buyer persona development and research.

 

 

It is very important to please the prospect. The companies are nowadays more interested in need based applications. So it is of prior importance to understand the particular needs of the customers. The important field that should be covered are equipment cost analysis, capital management of assets, resource assignment etc. Webinars or seminars allow the prospective buyers to discover and understand the vendors solution and ultimately link his business with the vendor.

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