Episode 140: Levels of Demand: adjusting demand generation to the buyer journey with Andrei & Vladimir

In the new episode of Fullfunnel Live we share how to align your demand generation programs with the buyer journey.Tune in to learn:- Demand generation from the buyer perspective and how B2B customers actually buy- How long does it take to generate a sales opportunity: Overview of a real buyer journey- 3 levels of demand- How to match your CTAs (call to actions) with the buying intentBelow I share what are the 3 levels of demandOUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog3 LEVELS OF DEMAND1. DEMAND FOR CONTENT.Buying intent: -/low.Example:I'm a B2B marketer working for a B2B company with a long sales cycle and high deal size product. I'm interested in upskilling myself, learn the best practices and industry trends.Demand gen goals:Motivate target audience to start following you, subscribing to your events, newsletter and engaging with your content. Typical cycle: 6-8 months.2. DEMAND FOR SOLUTION.This is a stage where inhouse conversations about possible solutions to the existing challenge start happening.Buying intent: low/medium.Example:We're missing revenue targets by 40%. Our outbound pipeline declines while inbound is unpredictable and generates low deal-size opportunities. What should we do?Demand gen goals:-Repetitive visits to your website, including high-intent pages from multiple visitors- Engagement with solution-based content on social and content hubs- Sharing your content with colleaguesTypical cycle: 3-6 months.2. DEMAND FOR VENDOR.This is a stage where the buying decision happens. Buyers do vendor research and talk to vetted vendors. The first vendors they select are the vendors that attracted their attention earlier.Buying intent: high.Example:It's clear that we, marketing & sales, never worked as one team focusing on the same goals and targets. We want to go upmarket and generate enterprise opportunities with account-based programs. Which vendor will help us to achieve goals faster with our resources and budget?Demand gen goals:- Generate sales opportunitiesTypical cycle: 1–3 months.----A lot of B2B companies pay attention only to creating demand for a vendor and claim their sales cycle length is 1–3 months.They ignore the rest of the buyer journey and pay a solid ROI tax on it.Buyers that are in market spend 6–9 months consuming content related to their jobs-to-be-done and business challenges. Before they become in market, they create a list of preferred vendors. If you want to be among them, make sure your demand gen program is aligned with the buyer journey.