12 Ways To Generate Demand For Your B2B Product

We know that you’re a savvy marketer who has a keen understanding of B2B product marketing. But even the savviest marketers sometimes need the inspiration to reach their goals. 

So when it comes to generating ademand for your products, here are 12 examples of strategies and tactics that have worked for other companies like yours:

Simple 8 Step B2B Demand Generation Strategy – YouTube
1. Utilize targeted content marketing to attract potential buyers.
2. Leverage social media platforms for B2B product promotion.
3. Implement effective email marketing campaigns to engage prospects.
4. Offer webinars and educational resources to showcase your expertise.
5. Optimize your website for lead capture and conversion.
6. Collaborate with industry influencers for wider reach.
7. Utilize account-based marketing strategies for personalized engagement.
8. Provide free trials or demos to showcase your product’s value.
9. Implement referral programs to encourage word-of-mouth marketing.
10. Invest in paid advertising for targeted visibility.
11. Develop case studies and success stories to showcase results.
12. Continuously analyze and optimize your demand generation efforts.

1. Ignore The Clutter

To succeed, you need to focus on what you do well. When it comes to generating demand for your product, that means ignoring all the clutter around you and focusing on what you can control. 

That’s not easy when everyone seems to be doing something different than what you’re doing and sometimes even better than what you’re doing.

But it doesn’t matter if they are or aren’t. What matters is that they don’t have access to the same resources as you do: time, money, and human capital. And if they did have those things? 

Their brand would probably be too busy chasing trends instead of establishing its own unique identity in the market.

So forget about them! They don’t matter because they aren’t going away anytime soon (if ever). 

There will always be someone with shinier objects or bigger budgets trying to steal your attention away from what matters: 

Building trust with prospects so they can eventually buy from us instead of any other company selling products similar enough for us all to compete against each other at the same time!

Building a successful B2B marketing campaign involves learning from the best. Explore our article on The 13 Greatest Examples of B2B Email Marketing to gain insights from successful email marketing strategies.

2. Find You’re (Wonky) Angle

You don’t have to be the first to market with a product idea, but you do need to find a way to make your product stand out from the crowd.

One of the most important things you can do is focus on figuring out how you can solve problems for customers and position yourself as an expert in those solutions. 

This will help your prospects understand exactly how you can add value for them and their company, which will help drive demand for your products or services.

When writing copy about your product or service, avoid using jargon and technical terms that may confuse or turn off potential buyers who are unfamiliar with this industry and terminology. 

Be sure they understand what it does at its core before diving into any details about its features and benefits!

3. Craft A Consistent Theme And Tone

Consistency is a key to driving buyer demand. Yet few B2B companies have consistency in their tone and message across all channels, especially on social media.

If you want to create a consistent theme and tone in your marketing, you have to decide what kind of personality your brand has, then map it onto every piece of content you publish. 

If your company has a strong personality, then make sure that comes through in all of your marketing efforts. 

The same applies if you’re known for being friendly or professional or sarcastic whatever the case may be, make sure there’s no confusion about who you are as a company by incorporating these traits into everything from email subject lines to Facebook posts.

Looking for innovative B2B marketing methods? Discover the Tragically Unfollowed Method that could transform your approach and generate demand effectively.

4. Set Up A Content Marketing Program

Make content marketing a priority. You can’t do everything by yourself and it’s important to remember that you don’t have to.

Don’t worry about what other people are doing. Don’t even think about it! Focus on what works for your business and how you can apply the same principles to generate demand for your product or service.

Don’t worry about what you don’t know or can’t do right now you’ll get there eventually!

Don’t let a lack of resources stop you from taking action just start somewhere small (like an email newsletter) with low costs until you’ve got enough momentum going that it becomes easier to get more funding and resources down the road.

5. Invest In Video Promotion

Video marketing is a great way to promote your product. It allows you to tell a story, stand out from the competition, and show how your product works or is used.

Videos can help with lead generation because they provide prospects with information about your business that they can’t get from reading an article or website copy alone.

6. Invite And Host Influencers

Influencers are people who have a large following on social media. They can be bloggers, podcasters, or even journalists. The best way to get your message out is through them and invite them to your events, or host them at your office.

You must choose the right influencer for your brand and product offering. Don’t just go into it blindly; make sure they match what you’re selling before contacting them! It might take a little bit of research but trust me when I say it’s worth it in the long run!

Effective B2B marketing requires understanding the best and worst practices. Learn from experience with our guide to The 16 Best and Worst Practices in B2B Marketing to make informed decisions.

7. Don’t Let Customer Service Slacken During High Season

Customer service is a key component of your product, brand, reputation, and sales. If you want to get the most out of your customers and generate demand for your product, then you need to be on top of customer service. 

You should not let standards slip during busy times or high-pressure situations. Here are some ways how you can keep up with customer service:

Make sure that you have enough manpower on hand during busy periods like Black Friday or Cyber Monday. 

This is important so that all incoming queries from customers can be answered promptly. If there are too many queries coming in at once then it might result in poor quality responses such as automated messages or even worse – no response at all!

Hire temporary workers if necessary so that the burden isn’t put solely on existing employees during these times (and make sure they’re trained properly beforehand).

8. Create Team Contests Around Customer Service Initiatives

You can set up a contest to encourage your customer service team to take on more customer requests. For example, you might offer prizes like gift cards or other treats that are relevant to your business. The prizes should be something your customers want and will appreciate.

The contest should also be easy for your team members to enter. If it’s too complicated, they won’t participate! 

They’ll also feel like they have no chance of winning because there are so many steps involved in entering the contest (and in fact, you could make things even easier by just having them share their favorite video game with you).

You need to make sure the prize is something they want so they’ll get excited about entering it! Sometimes companies do this by offering discounts on products or services; 

Other times its free items from sponsors’ catalogs; sometimes there are no actual prizes at all – just bragging rights for being first place overall most often out of everyone combined between all teams throughout each month since last year’s competition ended until now…

Think B2B marketing is challenging? Our article on Why B2B Is Easier Than You Think will change your perspective and offer insights into simplifying your strategies.

9. Create Scarcity With Wait Lists, Trial Programs, And Expiring Offers

It’s important to remember that scarcity doesn’t have to involve a limited-time offer. For example, you can create scarcity by publishing wait lists on your website or by offering trial programs with limited spots. 

You can also create scarcity by making offers expire after a certain period. This strategy will make it more likely that prospects will buy from you before they lose their chance at getting the deal of a lifetime!

10. Leverage Self-Service Offerings To Keep Customers Informed And On Track

One way to generate demand for your B2B product is by leveraging self-service offerings. What is a self-service offering? Simply put, it’s a tool or resource that allows customers to take care of business themselves without interacting with your sales team.

Self-service tools are popular because they reduce costs, improve customer satisfaction and increase conversion rates. They’re also great ways for you to provide personalized service without having to hire additional staff members or train existing employees on new processes.

When integrating self-service into your marketing strategy, there are several ways you can encourage customers to use these offerings:

Use clear calls to action in emails that direct them toward relevant content on your website

Feature bright callouts on landing pages and within white papers that encourage visitors to download important documents (or watch videos) about what sets you apart from the competition

11. Empower Salespeople To Customize Content For Each New Prospect

One of the most effective ways to increase demand for your product is to empower salespeople with customized content.

  • Salespeople can use this content to create a personal connection with new prospects.
  • Prospects will engage with the unique information, which builds trust and credibility.
  • This approach allows you to build authority in the eyes of prospects by providing them with valuable insights they didn’t know before.

Which increases their willingness to buy from you over your competitors who don’t provide such valuable information.

12. You Can Generate More Demand By Focusing On Your Brand

The first step to generating more demand for your product is to focus on your brand. Branding is not just a logo or a tagline; it’s about consistency and authenticity all the way through.

Consistency means that everything you do, from social media posts to email campaigns, should have a similar look and feel so that customers know what they can expect from you. 

You want them to recognize you instantly if they see one of your ads on Facebook or hear about one of your products over the radio.

Authenticity means making sure that what you say in every communication aligns with how people see themselves or their business as an extension of themselves. 

For example, if someone is trying out our products at home because they think they might be helpful (i.e., authentic), we want them to feel like this isn’t just another marketing gimmick it’s the truth!

Crafting a content marketing strategy that truly stands out takes careful planning. Dive into our guide on Constructing a Content Marketing Strategy That Deserves Attention for tips to make your efforts worthwhile.


My goal is to help you think about your brand in a new way. I want you to consider how it needs to evolve if your business continues to grow. We all know that brand building is important but few companies understand what they can do beyond it. 

This list is meant to give you some ideas and hopefully encourage you to think more expansively about your branding efforts going forward. 

Remember: a strong brand is not just something people recognize, but more importantly something they trust enough with their hard-earned money!

Further Reading

Here are some additional resources to deepen your understanding of demand generation:

Understanding Demand Generation: Explore this comprehensive guide to grasp the core concepts of demand generation and how it impacts your B2B marketing strategies.

Effective Demand Generation Campaigns: Learn about successful demand generation campaigns that have yielded positive results, and discover strategies to enhance your own campaigns.

Demand Generation Tips for Success: Get practical tips and insights to refine your demand generation efforts, boost customer engagement, and achieve better results.


What is demand generation?

Demand generation refers to the comprehensive set of marketing strategies and activities aimed at creating awareness, interest, and demand for products or services among potential customers.

How can I create effective demand generation campaigns?

To create effective demand generation campaigns, you need to identify your target audience, craft compelling messaging, choose the right channels, and provide valuable content that resonates with your audience’s needs.

What are some key components of a successful demand generation strategy?

A successful demand generation strategy includes elements like targeted content creation, lead nurturing, email marketing, social media engagement, and data analysis to continuously refine your approach.

How does demand generation differ from lead generation?

While lead generation focuses on capturing contact information of potential customers, demand generation encompasses a broader range of activities, including creating brand awareness, building interest, and nurturing relationships.

What role does content play in demand generation?

Content plays a crucial role in demand generation as it educates, informs, and engages your target audience. High-quality and relevant content positions your brand as an industry authority and helps drive demand for your products or services.