B2B Demand Gen: The Role Of Sales And Marketing |

Sales and marketing both exist to drive revenue and create value, but their approaches and perceptions can often differ significantly. A misconception we see time and again with our clients is that marketing has the power to create demand gen from scratch, which very rarely is the case. Prime (the drink) and Apple iPods are both good examples of marketing driving demand, consumers didn’t previous need the product, but marketing did an excellent job at changing people’s mind and reducing the time lag between desire and demand, making it almost immediate and thus creating demand.

However, in B2B organisations, buying decisions are usually less impulsive. The problem in B2B is, with as many as 11 decision makers¹ in any sale, there needs to be a clear trigger and rationale to justify the ‘why now’ investment. Marketing’s role is therefore twofold; increasing awareness and desire of the brand so that it becomes front of mind when the buyer is ready to take action. And then identify and tap into existing demand at the right time. Here are some strategies to remove barriers to sales and marketing alignment to drive (or rather, tap in to) B2B demand gen.

To drive B2B demand gen, understanding consumer behaviour is key.

Firstly, understanding consumer behaviour is key. Customers are increasingly knowledgeable and have often made up their minds long before interacting with sales. This insight challenges the traditional view of marketing as a demand generation engine. Instead, marketing efforts should focus on identifying where demand exists and how it can be nurtured and directed towards the company’s offerings.

Aligning sales and marketing with data analytics for B2B demand gen.

Secondly, data analytics plays a pivotal role in aligning sales and marketing for B2B demand gen. Organisations can gain insights into customer preferences, behaviours, and trends which can help marketing teams identify where potential demand exists and how to best engage with it. Predictive analytics can forecast market trends, enabling marketers to position their messaging to resonate with emerging demands. Moreover, sales teams can use this data to tailor their approaches, ensuring they meet the customer at the right point in their journey.

Communication and collaboration between sales and marketing are also crucial for tapping into demand effectively. Often, misalignment stems from a lack of shared goals and mutual understanding. Establishing a common language and shared KPIs can bridge this gap. Regular cross-functional meetings and integrated CRM systems can facilitate the sharing of insights and strategies, ensuring both teams are aligned in their efforts to connect with and capitalise on demand.

Customer-centricity is a cornerstone of successfully tapping into demand. This B2B demand gen approach requires a deep understanding of the customer’s needs, preferences, and pain points. By adopting a customer-first strategy, sales and marketing can align their efforts to deliver value at every touchpoint, effectively nurturing and capturing demand. This strategy involves creating personalised experiences and content that speak directly to the customer’s situation, thereby enhancing engagement and driving conversions.

Focusing on demand identification and engagement

So, when you are next faced with a mandate to drive demand in your organisation, unless you have created something so compelling that the investment decision outweighs any legacy solution or can justify unplanned expenditure with proven and quick returns, instead consider how to focus on demand identification and engagement.

By leveraging data analytics, fostering communication and collaboration, and adopting a customer-centric approach, organisations can ensure that their sales and marketing efforts are effectively synchronised, tapping into and capitalising on existing demand and ultimately driving revenue and business growth with immediate impact (which always keeps the investors and shareholders happy). Focus efforts on answering ‘why us’ and ‘why now’. Embracing this shift in thinking can transform the relationship between sales and marketing from one of contention to collaboration, unlocking the full potential of both functions in the process and driving b2b demand gen success.

Continue reading our Deep Growth Report for strategies to aligning your sales and marketing teams to drive b2b demand gen and business growth.