How Demand Generation Builds Your B2B Funnel

How Demand Generation Builds Your B2B Funnel

In the business world, the term "demand generation" is used a lot. But what does it actually mean?

Simply put, B2B demand generation is the creation of demand for a product or service that will be sold to another business. It's an ongoing process that helps to identify and qualify potential customers, then turn them into paying customers.

This can be done through various marketing activities, such as advertising, public relations, and direct marketing. The goal of demand generation is to create awareness and interest in a product or service so that potential customers will want to learn more about it.

There are a lot of other different strategies that fall under the umbrella of demand generation, but one of the most important is building a strong B2B funnel.

A B2B funnel is a process that takes potential customers from awareness all the way to purchase. By nurturing leads throughout the funnel, businesses can increase the chances that they'll make a sale.

The Stages of a B2B Funnel

In order to understand how demand generation can build your B2B funnel, you need to first understand what a funnel is - and what its stages look like.

Here’s a quick overview.


The first stage of the B2B funnel is awareness. During this stage, potential customers become aware of a problem that they have and start to search for solutions. For example, a business might realize that it needs to improve its online presence and start looking for marketing agencies that can help with website design and SEO.


Once a potential customer is aware of a problem, they'll enter the interest stage of the funnel. During this stage, they'll do more research to find out more about potential solutions. They might read blog posts, watch videos, or attend webinars to learn more about their options.


In the evaluation stage, potential customers will compare their options and decide which solution is right for them. This is where pricing comes into play; businesses will need to create compelling offers that make their products or services seem like the best value for the customer's money.


Finally, in the purchase stage, the customer will make a decision and buy a product or service. However, even after making a purchase, businesses need to continue engaging with customers to ensure satisfaction and encourage repeat business.

How Does Demand Generation Build Your B2B Funnel?

In order to run a successful business, you need a steady stream of leads coming in at the top of your sales funnel.

Once those leads are in your funnel, it’s your job to nurture them until they’re ready to buy. That’s where demand generation comes in. By employing various demand generation tactics, you can fill your sales funnel with high-quality leads that are more likely to convert.

Demand generation tactics can be divided into two main categories: outbound and inbound marketing. Outbound marketing includes traditional advertising methods like print ads, TV commercials, and direct mailers. Inbound marketing focuses on creating content that draws people to your website organically through search engines like Google and Bing.

Some common demand generation tactics include:

  • Social media marketing
  • Email marketing
  • Search engine optimization (SEO)
  • Content marketing
  • Lead magnets

Demand generation activities can help to build your B2B funnel by generating leads that can be converted into sales.

By creating awareness and interest in your product or service, you can encourage potential customers to contact you to learn more about what you have to offer.

Once you have generated a lead, you can then work on converting that lead into a sale.

Benefits of Demand Generation for Your Business

There are many benefits of demand generation, such as increased sales, improved brand awareness, and higher customer loyalty. Additionally, demand generation can help you to reach new markets and target new customer segments. By generating leads and converting them into sales, you can grow your business and achieve your desired results.

There are a number of best practices for demand generation, such as developing targeted marketing campaigns, using multiple channels to reach potential customers, and creating compelling content that will pique the interest of your target audience.

Additionally, it is important to track your results so that you can see what is working and what is not. By following these best practices, you can ensure that your demand generation efforts are successful.

Final Thoughts

Demand generation is an important part of any business strategy because it helps you fill your sales pipeline with high-quality leads that are more likely to convert into customers down the line.

By employing various outbound and inbound marketing tactics, you can reach your target audience and generate more interest in your product or service.

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