This framework was developed as part of a consulting project in collaboration with Nottingham Trent University.
Figure 5: Demand Generation Framework (Source: Author)
The team followed these steps while developing the demand generation framework that primarily utilizes ungated content to create and capture demand in the data and tech sectors:
Identifying the target audience
Before constructing the framework, it was crucial to understand the client's target audience, their problems, difficulties, and requirements. This understanding helped in producing the right kind of material that appeals to the target audience and addresses their specific issues. The team used resources like the LinkedIn marketing blog and Cognism for this purpose.
Defining the Buyer Journey
To better understand how B2B tech consumers think, the team created personas of ideal tech customers. Understanding the stages of the buyer's journey (awareness, consideration, and decision) helps the client design content that meets prospects' requirements and addresses their queries at each stage.
Content ideas and formats
Identifying content ideas and formats that create awareness and demand for the client, such as blog posts, eBooks, whitepapers, webinars, and podcasts. Testing different formats helps determine what works best for the audience, incorporating relevant keywords and attention-grabbing calls-to-action (CTAs).
Promoting the content
To generate effective demand, the client's material needs to reach their target audience. The team identified outlets for content promotion and driving traffic to the client's website, including social networking, blogging, podcasting, and hosting webinars.
Analyzing and optimizing content for SEO