It is a widely known fact, that every business wants more sales for more revenue. For more sales, there is a need for a relentless flow of hot and sales-ready leads. For hot leads to flow in, there is a need for more brand awareness and demand for your product or services among your prospects. Today, with the spurt of digital mediums, we are into an age where the customers are highly educated about the products and the options available in the market. They frequently visit the relevant websites, browse products, read about them, and make the best choices. In such an eco-space, it is hard to mislead customers, but it is definitely possible to influence them.
Digital means of interacting with customers have opened myriad ways for organizations to influence demand patterns, choices, and preferences of customers and prospects. With this intention, the organizations publish blogs, white papers, case studies, eBooks, and a plethora of content types, just to educate the customer and in turn, collect leads.
They lay the digital marketing funnel and allure prospects and process the leads through the marketing pipeline to convert them to sales. All said and done, your constant efforts in digital and content marketing lead to sales. This is, of course, the standard operating procedure that every organization and your competitors are also taking recourse to. So, what can you do differently? You certainly can. You can use your digital marketing efforts to accelerate demand and ensure an accelerated flow of leads, inquiries, and sales to facilitate steady revenue growth.
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What is demand acceleration?
Demand acceleration is the integration of the key enablers of digital marketing like content marketing, paid acquisition, and marketing technology to deliver the key result areas like awareness, and engagement, and boost all the buyers’ stages in the sales cycle. If the demand for your product accelerates, it would necessarily mean a generation of more inquiries leading to more lead acquisition and conversion.
How does it work?
A demand generation and an acceleration framework are created in the digital marketing ecosystem. There are detailed models and plans to optimize and manage the extra demand created in the B2B or B2C space. In short, demand acceleration is the generation of extra demand from the prospective market by using the key sales enablers, marketing tools, and data. It revolves around an ecosystem that defines the buyer, based on their role in the buying process and consumption of products. The important concepts and data points that help generate higher demand are buyer’s personas, buying preferences, and the lifecycle of the leads.
The demand acceleration framework you create should look at the buyer, who is at the core of the process. The goal is to spread awareness faster and move the prospects from the initial stages of non-awareness to the final stages of purchase. The content and campaigns are so aligned and marketed through the right technology to bolster the buyers’ pace in the purchase process resulting in more conversion for the organization with a shorter sales cycle.
The Bottom-line
To conclude, demand acceleration is a proven process that reflects in all the metrics of marketing with a rise in the key performance indicators month-on-month. With the application of the tested methodology of demand acceleration, not only will your sales increase but all your marketing goals will be boosted. Marketing metrics like brand awareness, recognition, recall, and positioning, website traffic, lead acquisition costs, and all other parameters would also be enhanced, leading your way to faster growth.
