what is a business-to-business demand generation marketing agency.
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They help businesses who sell products to other businesses (not consumers) generate leads to market to. Depending on the specific business category, there might be different tactics.
Maybe it’s helping a company running a webinar or write a white paper about a topic of interest — “How AI will affect _____” and collect leads of attendees. Maybe helping develop a way to drive leads at a trade show or convention. Maybe it’s scraping LinkedIn looking for specific titles.
But end of the day, it’s helping Dunder-Mifflin find new paper customers, or Caterpiller find companies needing new construction equipment, or selling countless types of business software, etc.
Let’s break this down into its separate elements —
**business-to-business** — this means that the company’s target customer is other businesses. They aren’t selling a product or service directly to consumers.
**demand generation marketing** — this refers to “top of the funnel” marketing, i.e. increasing brand awareness and generating interest in your business. “Demand” is the key word here — vs. something like lead generation marketing, which is when marketers try to directly identify people who might be good customers for the business.
A very simplified example in the B2C (business to consumer) context would be: Netflix Super Bowl ads are “demand generation marketing.” They want to make you familiar with the Netflix brand and make it seem desirable. When they send a coupon email to your inbox, or offer you a subscription bundle — that is “bottom of the funnel” marketing where they’re trying to close a sale.
**agency** — this means that the marketing firm isn’t operating from within the company that they’re marketing for. A marketer hired _by Netflix_ who works in Netflix’s marketing department is an in-house marketer. An agency is an outside firm that a company hires for a specific purpose — they generally work with lots of companies.
So a B2B demand generation marketing agency is an agency (not in-house for one company) that B2B companies (companies whose target customer are other businesses) can hire to design top-of-funnel (brand awareness) marketing tactics.
A business-to-business (B2B) demand generation marketing agency specializes in creating and executing strategies to generate interest and leads from other businesses. They focus on helping B2B companies identify and target potential clients, nurturing relationships, and driving sales through various marketing tactics and campaigns.
Imagine a company that makes a product and wants to sell it to other companies. They use these agencies to help find and connect them with potential buyers.
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