Nowadays, in order to show their presence and stay in this competitive environment, a majority of B2B Marketers are opting to increase their demand generation budget. The main focus or priority of these B2B Marketers is on lead quality over lead quantity which can be only achieved if you select proper demand generation channels to market your product. Currently, we see many B2B Marketers are focusing only on online demand generation strategies and neglecting the vital role offline demand generation plays in marketing.
According to Google’s Consumer Barometer, 40% of global consumers purchase products or services online, while the remainder sticks to offline sales. Neglecting offline behaviors to accommodate online trends can prevent a business from achieving greater success.
Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Demand generation, however, is more than just a branding concept or early funnel marketing tactic. Demand generation programs are touch points throughout the conversion optimization and sales cycles. The main strategy of offline demand generation is to use offline media channels to create awareness of products and services and nurture key prospect and customer relationships for the long term.
Offline demand generation channels still prove their importance to B2B marketers, and they are still effective and efficient. Importance of offline demand generation can be explained with the help of following points.
Offline demand generation has higher conversion rates as compared to online demand generation strategies. When it comes to online lead conversion you have a limited time scope to pitch the prospect- like within an hour or day of the inquiry. However, if you fail to reach the prospect within a specific time, chances that he’ll entertain you later are very less. Such is not the case in offline marketing. You create a relationship with the prospect and contact him according to his convenience.
One of the best role offline demand generation plays is that it helps you to develop a personalized relationship with your prospects and leads. Offline demand generation provides better engagements with customers and has its own distinct value to the business. As the human conversation is involved at every stage it gives a personal touch to the sales process which helps in creating valuable conversations and relations with each other.
Brand awareness refers to the extent to which customers are able to recall or recognize a brand. Physical branding plays a vital role for any organization to succeed in its objectives and gain a good market share. Offline demand generation strategies like content syndication, trade shows, events, print advertising help increase customer trust, improve brand awareness and showcase your brand in the market.
When it comes to B2B companies, offline lead generation yields more productive & quality leads than online marketing strategies. There’s nothing like the experience of having a face to face or personalize interaction with potential clients. It’s still the best way to convey sincerity and personalized service, and that’s why offline demand generation is still important.
Man is a social animal. He loves to live in the society with other human beings and converse with them regularly. In online marketing, you won’t find any such conversations until and unless your prospect reaches a specific stage in the sales funnel. Till then the whole process seems to be dull and leads start quitting as they find it non-responsive. Even in this digital world complex technology solutions can be delivered with better results if human conversations are involved.
Offline demand generation is for building and cementing long-term relationships with customers and prospects. For all of the socializing, network building and content sharing that takes place online these days, there really isn’t a true substitute for the experiences and relationships that are built in person.
You can opt to use offline lead generation channels to drive traffic towards your landing pages without decreasing your online lead capture efforts, thereby optimizing the performance of both methods. Remember that offline brand recognition can lead to online traffic and conversions.
We at AMS help our clients succeed with their Demand Generation strategies and help to develop the required audience and quality leads. For more information visit us at www.ams-in.com or e-mail us at firstname.lastname@example.org.
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