Commercial and Business Insight

Every business needs a growing and stable revenue for sustainable business growth. Having growing and stable revenue always start with a healthy sales pipeline. However, according to Hubspot, generating a healthy sales pipeline is one of the top marketing and sales challenges. 63% of Marketer say that Generating Leads and Pipeline is their Company's Top Problem This is where Demand Generation come to play. If you do it well, demand generation can create awareness with your desired audiences, deliver more qualified leads to your sales team, and help link your marketing efforts to revenue. WHAT IS DEMAND GENERATION Demand generation is an umbrella term for a range of marketing activities that drive long-term engagement—including demand creation, demand capture, and sales enablement. It can create interest in your products or services to build a healthy pipeline of qualified leads for your sales team This comprises of a series touchpoints designed to raise awareness of customer challe...

For more than a decade, B2B Marketer has been focusing on building brand and generating leads for the business. Brand building and lead generation is definitely an important aspect, however, both of them only cater to the upper funnel. As a marketer, you may drive tons of leads from your marketing activities such as webinars, SEO, SEM, Paid Ads, Content, or other lead generation approaches. But do those leads really want what you have? Without a demand generation plan, they may never realize they do. With an effective demand gen plan, they’ll pay attention, engage with you and – if you get it all right – become a customer. A demand generation plan is like the perfect marriage between the marketing and sales funnels. It helps bridging everything from the first interaction with prospects to the point a qualified lead becomes a customer. A great marketer doesn't only care only about filling up the top funnel. Because what do Sales team really want is the opportunity. I always see sale...

Lead Generation and Demand Generation debate has been taking many spaces in the B2B marketing discussion. Both sides have their arguments why it's a good approach for the company growth. Here is my view about lead generation and demand generation, and when you can applied both approach properly depend on your business situation. Is Lead Generation effective to drive continuous growth? Many companies are still relying to lead generation approach to fuel their business growth. There are at least 2 main things usually companies do with their Lead Generation effort : Gated Content, Outbound Advertising. THE PROBLEM WITH GATED CONTENT Company that don't have a clear full funnel marketing strategy tend to gated all the content they created. Typically this is what they do : Create educational/top funnel content > Boost content using Ads to target audience in exchange for their contact details > Sales follow up the contact to request for a meeting However this approach create a b...