Successfully creating a demand for your product or service may be the difference between exploding with business or shutting your doors.
But knowing what you want to do and figuring out how to do it are two totally different things.
Deciding which specific tools will help you get more qualified leads and reap a higher return on investment (ROI) from your marketing efforts is a big, red question mark.
This guide walks you through the features you should look for in demand generation tools, red flags to avoid, and a description of three top-notch tools.
You’ll come away with some great info about demand gen tools that will help your company increase conversion rates and load up your sales funnel with high-quality leads.
Demand generation, just like lead generation, has lots of moving parts and there are tools that target every piece. There are dozens, maybe hundreds, of tools on the market that claim to upgrade your processes, elevate your demand gen efforts, increase your visibility, and amplify your brand awareness.
Some of the top pain points they aim to address are:
78% of companies reported using automation in 2021.
Marketing teams can get super bogged down trying to remember the 100 different tasks they need to do every day to keep their campaigns running. The more you can automate these tedious activities, the less likely it is that your team members will forget them.
As an added bonus, marketing automation tools let you spend less time on repetitive tasks and more time on the work that matters.
Lead generation and SEO are essential in helping your customers find you and see how awesome your company is. Tools that strengthen these efforts get more eyes on your brand, adding up to more leads — and eventually, more customers.
The median landing page conversion rate across industries is 4.6%. Your brand may have a big target audience that loves your content — but are you convincing them to eventually buy something?
Wanting to close more deals and pull in new clients is probably why you’re reading this article, right?
Helping your sales team to close the deal is the key performance indicator of a demand generation program. If that process is too long or complicated, you’re bound to lose people before your teams have time to make the sale. Tools that help optimize the buyer journey and keep them from falling out of the funnel are a must-have.
Getting started with demand gen means choosing the right tools for your business. It can be overwhelming to weigh their offerings, flexibility, and how they fit into your current processes — not to mention making sure the tool doesn’t break your budget.
Here are five helpful features you’ll want to look for when considering a new tool for your demand gen toolbox.
Marketing tools should make everyone’s job easier and smooth out the process. During your search, look at how the tool will save time for you and your team. Does it cut down on manual data entry, save information for easy access, or integrate with other tools you use?
The best demand generation tools do all of these and save your team considerable time.
Being able to segment and target your audience via account-based marketing (ABM) is a must-have feature for your demand gen tools. Tools that make it possible to target by industry, business size, city or state, and even by job title let you tailor your message to your specific audience. This type of messaging is more effective at generating demand than a broad, vague message that kinda-sorta-but-not-really covers everyone in your database.
No matter how savvy, few companies nail their demand generation strategy the first time. It typically takes trial and error.
The tools you decide to implement should have ways to customize their offerings for your business and brand. They should also provide things like A/B testing to help you measure your initiatives’ success (or lack thereof).
Invest in the tools that give you all the options you need — and a few extras you might not have considered yet.
Another feature on your shortlist is a way to add information about your leads, or enrich them.
And no, scribbling your notes on a napkin isn’t part of the plan.
Being able to add information about the lead, like contact information, their title, location, industry, company size, and any other valuable tidbit is what you want to see. In addition, these changes should be able to happen within your customer relationship management software (CRM) in real-time (or close to it).
Being on the ball with your lead enrichment keeps your campaigns organized and feeds your sales team helpful, quality leads.
The tools you choose should help you send out the best campaigns possible. After all, you never get another chance to make a first impression. A single misspelled word can turn potential customers off.
Your tools should offer optimization opportunities at every stage: We’re talking about help with SEO, load times, landing pages, subject lines, length, images, calls-to-action (CTAs), etc.
As helpful as demand gen tools can be to your marketing tactics, they vary widely as far as features go — and, honestly, some tools aren’t all that great. There are some real flops out there, folks.
Before you spend the time (and money) implementing a new tool for your demand gen efforts, write off any with these red flags.
There’s no excuse for pricing that’s anything but transparent and in your face.
If a company’s pricing is unclear on the front end, that’s a pretty clear red flag.
Searching for the right tools is challenging, and a hide-and-seek pricing structure is an obstacle you should avoid as soon as you’re hit with it. Stick with options that authentically lay out the pricing tiers and what you get with each.
If the company’s marketing material focuses on quantity and doesn’t say much about quality, you probably won’t get the performance you want from them. Successful demand generation efforts stem from quality leads that can convert to customers.
Avoid tools that don’t explain how they will help your company start conversations that can blossom into profitable customer relationships.
Too much of a good thing is an overwhelming thing.
Analyzing marketing metrics is one of the most critical components of success, but data that’s too granular or confusing ends up defeating the purpose.
Marketers should be able to accurately track actions and metrics they need to know, like clicks, comments on social media, shares, engagement, and conversions. Looking too closely at metrics that don’t tell you anything useful wastes time and makes the process inefficient.
The ability to hyper-target your buyer persona is helpful. But the tools you choose don’t need to pigeonhole your efforts.
You deserve a better user experience than that.
You should be able to use your tools for all types of funnels. From sales funnels to subscription funnels to live demo funnels and more.
If you’re limited to one funnel, that single initiative will most likely be wildly successful — but the rest of them will probably be “just okay” at best. This isn’t going to get you to where you want to be.
When you’re looking for demand gen tools, keep a sharp eye out for tools that are too narrow to accomplish your goals. These will end up causing you to need to add even more tools to make up for their shortcomings.
You don’t need a hundred other numbers that clog up your dashboards and headspace, so mark one-trick ponies off your list.
You might decide to use a handful of tools to manage your demand generation efforts, or you may employ a dozen or more to help you achieve your goals. Either way, below are three top tools that are the best available.
These were chosen by using the criteria laid out above, factoring in cost, ease of use, and overall functionality.
If you’re searching for new tools to help you reach more quality leads, nurture them better, and convert them faster, these tools are the ones to start with.
Sick of dealing with repetitive, tedious tasks? Metadata is specifically designed for B2B marketing, and it eliminates the mundane work through AI and automation.
Check out Metadata to see how it automates the tedious stuff, letting your teams focus on what matters: strategy and creativity.
Load up your pipeline with prospects who are ready to purchase. This conversational marketing tool helps companies use their website to identify high-value visitors and buying signals, and start conversations with prospects who are ready to buy.
Need help with SEO? Ahrefs is the tool to boost page rankings and drive more traffic to your website. They do it by checking out what your main competitors are doing and seeing which keywords your targeted buyers use to search. The result? Proactively knowing what type of content will resonate with your audience before you take the time to create it.
Note: They offer two months free for customers who pay annually.
Planning your B2B demand generation strategy is necessary, but lining up the right tools to bring it to fruition is just as important.
It’s time-consuming to comb through the dozens of options available to find ones that fit your specific mission.
When looking for tools to help you increase your automation, optimize your campaigns, drive traffic, and convert leads, use our tips to narrow down your picks — and don’t forget to watch out for red flags.
Test out our three favorites and see how valuable you find them in increasing your demand generation effort’s ROI.
Does ditching those mind-numbingly repetitive tasks that fill up your workday sound like heaven to you? Eliminate manual work and improve marketing’s performance with Metadata. Learn about the many ways Metadata can strengthen your demand generation strategy and help drive results.