我们 建立您的业务，产生潜在客户与建立那些潜在客户希望参与的品牌一样重要。 Demand generation is a marketing philosophy based on this principle — it's all about offering valuable content to audiences and qualifying leads through ongoing engagement.需求生成是基于此原理的营销理念–就是通过持续的参与为受众提供有价值的内容并吸引潜在客户。
More traditional lead generation is like casting a wide net — you might pull up decent volume, but there's going to be a large number of leads that won't ultimately bring revenue to your business.更传统的潜在客户产生就像投下广阔的网络一样—您可能会增加体面的销量，但是会有大量潜在客户最终不会为您的业务带来收入。 Demand generation, on the other hand, involves baiting the waters and only reeling in the highest value leads, the “big fish” who will become your brand's most valued customers.另一方面，需求的产生则涉及到诱饵，只有卷入最高价值的线索，“大鱼”才能成为您品牌最有价值的客户。
Effective demand generation brings together a range of marketing tactics and requires multiple touchpoints.有效的需求生成汇集了一系列营销策略，并且需要多个接触点。 To drive and convert prospects into customers, you'll need to make sure your brand is present on multiple channels, and that these channels work in tandem to deliver a consistent message.为了吸引潜在客户并将其转化为客户，您需要确保您的品牌存在于多个渠道中，并且这些渠道必须协同工作才能传达出一致的信息。
您的品牌应考虑以下几种渠道（数字渠道和传统渠道）：
内容营销
Blogs, video content, ebooks, whitepapers, and other premium content are all cornerstones for demand generation.博客，视频内容，电子书，白皮书和其他高级内容都是产生需求的基石。 The center of the demand generation is to create engaging, educational content that establishes your expertise and keeps your audiences coming back to your brand — you can't generate demand without high value content.需求产生的中心是创造引人入胜的，具有教育意义的内容，这些内容可以建立您的专业知识，并使受众重新回到您的品牌上-没有高价值的内容就无法产生需求。 While it might seem like a bit of an investment to create a library of content, these efforts pay off —虽然创建内容库似乎有点投资，但这些努力取得了回报– 内容营销 产生 前景是前者的三倍 作为出站营销，但费用比这些传统渠道便宜62％。
邮件营销
Email is often considered the most universal channel for digital marketing, both in the B2B and B2C space.在BXNUMXB和BXNUMXC领域，电子邮件通常被认为是数字营销最通用的渠道。 In fact,事实上， 79％的B2B营销人员 consider email to be the most effective channel.认为电子邮件是最有效的渠道。 It makes sense that there's a high value attached to email since nearly everyone uses email.因为几乎每个人都使用电子邮件，所以电子邮件具有很高的价值是有道理的。 It's a highly cost-effective distribution channel, as it doesn't require much of an investment to build an email drip campaign.这是一个极具成本效益的发行渠道，因为它不需要大量投资来构建电子邮件滴灌活动。
Email also offers deep, almost instant insights on engagement, including open rates, click-through rates, and conversion rates for each message.电子邮件还提供了关于参与度的几乎即时的深刻见解，包括每个邮件的开放率，点击率和转换率。 With demand generation tools like email marketing automation, you can use demographic insights to tailor content for future campaigns, while using individual engagement actions to determine what specific messaging an individual prospect should receive.借助电子邮件营销自动化之类的需求生成工具，您可以使用人口统计见解来为将来的广告系列量身定制内容，同时使用个人参与活动来确定个人潜在客户应接收哪些特定消息。
社交媒体
社交媒体 is here to stay, with millions of users logging in to Facebook, LinkedIn, Twitter, and Instagram daily.仍然存在，每天都有数百万用户登录Facebook，LinkedIn，Twitter和Instagram。 Each of these channels offers opportunities to create quick, regular impressions with a wide range of consumers.这些渠道中的每一个都为与广泛的消费者建立快速，定期的印象提供了机会。 Luckily, these channels have made themselves highly amenable to businesses wishing to advertise, with audience and post insights, a variety of post types, and the ability to spend a relatively small amount of money to gain impact with a targeted audience.幸运的是，这些渠道使其非常适合希望通过受众和帖子见解进行广告宣传的企业，包括各种帖子类型，以及能够花费相对少量的钱来获得针对性受众的影响的能力。 In fact,事实上， 73％的营销人员 指出社交媒体营销在其营销需求生成策略中是有效的。
When publishing social media content for demand generation, it isn't necessary to reinvent the wheel.在发布社交媒体内容以产生需求时，无需重新发明轮子。 Look at your existing看你现有的 内容营销策略 并找出将您投资的内容联合起来的机会。您还可以使用社交媒体来补充该内容，并通过及时的消息，民意调查，实时问答和赠品直接吸引受众。
但是请记住，最终目标是 社会化媒体 is to generate enough demand that users leave the channel and come to your website.是为了产生足够的需求，以便用户离开该频道并访问您的网站。 Be sure to regularly include links, references to exclusive content, and other calls to action that generate demand.确保定期包含链接，对专有内容的引用以及其他产生需求的号召性用语。
现场销售工作
Even in the digital world, person-to-person conversations remain a highly effective marketing tool.即使在数字世界中，人与人之间的对话仍然是一种非常有效的营销工具。 Trade shows, sales calls, and in-person meetings remain an important aspect in converting prospects to sales.贸易展览，销售电话和面对面会议仍然是将潜在客户转化为销售的重要方面。 Keep in mind, however, that these more traditional tactics are most effective after digital demand generation has taken place, or in tandem with other efforts.但是请记住，这些更传统的策略在产生数字需求之后或与其他努力相结合时最有效。 Live events generate the most leads according to现场活动产生的潜在客户最多 68％的B2B营销人员，而内容营销有助于转化最多的潜在客户。 Cold-calling and unsolicited sales emails simply don't work.冷打和不请自来的销售电子邮件根本不起作用。
Once you've got buy-in, it's time to make the personal connection.买进之后，就该建立个人联系了。 Offer to have a short conversation, answer questions about an article, or supply other content the prospect might be interested in. Keep in mind, personal conversations don't have to be in-person to be effective: webinars and live streams offer that same level of connection without the need to travel.提供简短的对话，回答有关文章的问题，或提供潜在客户可能感兴趣的其他内容。请记住，个人对话不必亲自进行即可有效：网络研讨会和实时流媒体可以提供相同的内容连接级别，无需旅行。
整合需求生成渠道
With all of these channels and demand generation efforts working in tandem, it's critical to have a centralized location to manage every campaign.在所有这些渠道和需求生成工作协同工作的情况下，至关重要的是要有一个集中的位置来管理每个活动。 Seek out a centralized寻求集中 营销自动化平台 with the demand generation tools that you need.与您所需的需求生成工具。 Investing in the right automation platform for your business will help make generating demand more efficient and cost-effective while delivering better results, no matter your industry or company size.为您的业务投资正确的自动化平台将有助于提高需求的效率和成本效益，同时提供更好的结果，无论您的行业或公司规模如何。
