If you’re selling complex solutions or services to the capital markets, it’s not enough to simply create product sheets. In most cases, you have to help the prospect understand their needs before you can make them see the value in your solution. But most of the marketing content we see in the capital markets and FinTech are product focused and do little to help a prospect better understand their business needs.
What is Demand Generation?
Demand generation is the use of targeted marketing programs tailored to a specific audience and designed to facilitate the prospect’s buying process. It should help
- Create awareness of the business needs
- Help the prospect better articulate their goals
- Educate them on how to solve the problem or achieve the goal
- Support their process of evaluating their options
- Overcome objections
- Help them manage implementation risk
Demand Generation Should Influence All Your Marketing Efforts
Your demand generation strategy should influence all the different vehicles you use for marketing – from public relations and advertising to your websites and social networking efforts to conferences and online events. The whole purpose of demand generation is helping prospects better understand their problems and gain a vision for how you can help them solve those problems.
Use Technology to Help Sales Understand the Prospect’s Needs
Marketing automation platforms integrated with CRM systems can help gather valuable information about prospects and deliver it to Sales. This gives Sales critical information about the prospect’s needs, allowing them to reach out to the prospect when they’re showing interest and immediately engage in meaningful conversations about the prospect’s business goals.
Start Influencing the Prospect as Early as Possible
The ideal time to reach your prospects is when they first start to research their issue. At this stage in the buying process, you’re ideally positioned to create demand for your offerings. You can help them recognize and understand their needs, framing their expectations of what an ideal solution should include. Then stay with them, providing relevant sales and marketing messages throughout the buying process. The more you position your company as the expert, the more the prospect will trust you when it comes time to start evaluating solutions.
Then, when they’re ready to make a purchase, it’s your company whose solution they trust.