If you want to know what a demand generation manager does and how they can help your business evolve, you have come to the right place. The B2B world is highly competitive, and there isn’t a lot of space for mistakes since everyone tries to outsmart each other.
Still, before we get deeper into this topic, you should know that a B2B demand generation agency generates demand and revenue using an omnichannel approach, and there are various tactics to achieve the business growth results. Therefore, we will see what a demand generation manager is and how they drive growth.
So, let’s begin.
What Is A Demand Generation Manager?
The primary role of a demand generation manager is to do everything that is necessary to promote new and existing services and products, build brand awareness, improve customer satisfaction and loyalty, and expand the company’s services and products to new markets.
Furthermore, the demand generation manager often works with a team in order to develop new strategies to reach more customers and make the company appealing to its target audiences. That’s why the manager is responsible for developing marketing campaigns, making market segments, and lead generation strategies to achieve business success.
In addition, the manager can also connect the campaigns with the business objectives and measure the metrics that prove ROI.
What Do They Do to Drive Business Growth?
We will address four main aspects here that a demand generation manager uses to drive growth.
Clearly Defined Buyer Personas
Trying to define a buyer persona is not just a matter of creativity since they should be a representation of the ideal customer profile. In essence, the buyer personas are the characters of the selling process, created from the data the manager pulled from recent successes and according to the business needs.
Why is this important?
Because the manager will not only create but also use these buyer personas to target the ads more precisely and effectively for better success. Also, they will create personalized content and use proper messaging in order to address customer needs while converting potential customers into loyal buyers.
They Create a Funnel That Nurtures the Lead
Yet another essential benefit of hiring a demand generation manager is that they can create multiple touch points when creating the sales funnel. This aspect is highly valuable because it helps maintain contact with the potential customers and provides necessary ongoing value that can lead to a successful conversion.
In addition, the manager also knows how essential it is that the sales funnel can help show what motivates the lead to continue the buyer journey and even how they think, no matter if they are at the bottom or at the top of the sales funnel, or in between. Therefore, the manager will find a way to nurture the lead from beginning to end, meaning from being somewhat interested in the service or the product to actually buying something.
They Develop Strategies to Qualify and Score the Leads
One of the main challenging aspects of a sales team is contacting bad leads and not being able to achieve the desired results. Well, the demand generation manager can help even to eliminate the entire need for such occasions.
How do they do this?
The manager can set up a way to generate leads but also organize and score the leads based on the likelihood and value of them converting into loyal buyers. They can make sure they are handing over the best and most qualified leads directly to the sales team.
Using Optimization Practices Based on Business Metrics
One of the best ways to see the extremely important value of demand generation managers is to look into optimization and measurement. The reason being is because they can search and find the weaknesses and advantages by which they will implement the most powerful online marketing strategies.
In addition, some of the most valuable and effective metrics that demand generation managers pay attention to are these several metrics.
- What is the cost per acquisition?
- What is the cost per lead?
- What are the closing percentages?
- What is the average deal size?
- How much time did it take in order to move from lead to sale?
As you can see, all of the above are metrics that are vital for the entire process, and the demand generation managers will pay attention to each one of them to gain business success.
We can conclude that demand generation managers are more than valuable for your company, and by using these types of aspects and tools, they can improve business performance and growth.
Of course, the whole process is not easy, and various challenges have to be overcome, but that is their job, and they will do everything to generate demand and revenue, therefore, bringing customers closer to the services and products.