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

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


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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.
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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.