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How to Manage Demand Generation in the New Age of Marketing?

B2B demand generation is highly dynamic with constant evolution and cutthroat competition. In addition, ever since digital marketing has come to the forefront for B2B businesses, demand generation techniques have undergone a sea change paving the road to use data-driven insights and make informed decisions. Apart from the impact of data analytics and digitization, the Covid-19 pandemic has ushered in many changes. The erstwhile B2B marketer who took pride in being field-ready and impressing prospects face-to-face had to explore alternatives. On-site B2B marketing has taken a backseat, aptly being replaced by digital avenues. Therefore, managing demand generation is undoubtedly a challenge in this new age of marketing and ruthless competition. 

Here are some tips for B2B businesses to envision and pursue an intelligent demand generation campaign. 

Content Marketing should be the Backbone of your Digital Demand Generation: 

In the quest to generate consistent and voluminous content, many B2B businesses resort to mediocre content creation. If you want your demand generation campaign to succeed in this era of excessive information, you have to innovate. More importantly, it is equally critical to use content marketing strategies so that your valuable content reaches the right audience

Also read: Telesales Services Build Bridges between Customers and Your B2B Company

Seek Professional Expertise and Strategic Partnerships where Required:

Creating demand in the B2B market is highly challenging, especially in competitive markets like Singapore. These markets are home to leading businesses using top-notch strategies and informed clients who make informed decisions. If you lack the expertise and resources, it will take you very long to generate. As a result, getting assistance from a B2B digital marketing agency in Singapore can save you save costs, receive access to experienced professionals, valuable strategies, and more.

Widen your Outreach with Free Tools/Resources and Gated Content:

Digital demand generation aims at creating a positive buzz around your brand, business, and products/services. For this, you have to draw the interest of your target audience, which is no easy feat. With the average consumer attention span declining rapidly, offering relevant freebies is the only way to achieve this. You need to create at least one or two high-value free resources that spark interest in your offerings. It could be a free tool, a gated whitepaper, or a free trial.

Work on your Local SEO for Higher Search Visibility:

Rather than mobilizing your resources to compete against national/global giants, getting featured in the top local SERPs is more straightforward. You can achieve this by working on your Google My Business Profile, including striving for positive reviews and ratings and posting holistic content. Use local search keywords on landing pages with strategically placed CTAs.

Strategize your Paid Ads Based on your ICP and Key Offerings

There is a lot to cover, from Banner Ads and Retargeting Ads to Sponsored and Affiliate Links. Before investing your limited advertisement budget, due diligence is highly critical. To strategize your search engine and social media ads, consulting a B2B digital marketing agency is recommended. A lot of intensive research is needed to know which ad categories will yield the maximum ROI for your business.

Also read: Digital marketing agency in Malaysia

Also read: Seo agency in Malaysia


Demand generation is an inevitable aspect of successful B2B marketing despite its inherent challenges. Unless there is massive market demand for your offerings and minimal competition, you cannot skip this. Harnessing the right digital marketing platforms can help invoke demand for your products/services by educating and engaging your target audience. Most importantly, it creates the right buzz for your business to keep the lead generation momentum consistent. 

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