Singapore is undoubtedly a bustling, high-potential B2B marketplace for aspiring entrepreneurs and established organizations. However, many B2B businesses here face a critical challenge. Conversion figures make up for a meagre 20% (or less) of the total marketing leads despite sizeable marketing investment and efforts. This performance raises serious questions about the overall marketing approach, efficiency, and ROI. At the same time, a handful of B2B businesses consistently attain high conversions and impressive revenue. What are these businesses doing differently? The answer is simple: Such companies have unravelled the secrets of demand generation, using it to their advantage. 

Let us take a look at these winning demand generation (and subsequent lead generation) strategies:

Work on a Fully-Integrated Digital Demand Generation Campaign:

Demand generation is not a solitary exercise that a select team of marketers lead. All the sales, marketing, and CRM personnel need to get on board to attain full-fledged results. Establishing the pan-organizational definition of MQL (marketing qualified leads), SQL (sales qualified leads), and ICP (ideal client profile) is critical. It is equally important to communicate these clearly and each team's specific roles and responsibilities. Moreover, the day-to-day marketing activities need evaluation through the lens of digital demand generation. 

Focus on Digital Lead Generation with Measurable Goals:

Tangibility is a challenge in the digital realm. When it comes to digital lead generation, the secret to success is well-defined and measurable objectives. From establishing the average length of the buyer's cycle to deducing the expected number of leads, cost per lead, and more. Have the necessary checks and balances for higher accountability. Ensure constant testing to identify low-ROI campaigns and improvise/replace them with fresh ideas.

Work on a top-notch B2B Marketing Database

Any demand generation campaign heavily rests on the quality of the B2B database. For instance, some businesses may have top-notch content, intuitive market segmentation, and precision-based targeting, but an outdated database will deter all the efforts. Regular database cleaning, AI updates, and data validation are necessary to ensure the integrity of B2B marketing data. Furthermore, data-driven insights are instrumental in forecasting market trends and client preferences for better customization.

Revamp the Email Marketing Campaign

Undoubtedly today, the limelight is on sophisticated digital marketing platforms. Influencer marketing, geo-targeted social media ads, and local SEO are trending. Amidst the new-age B2B marketing strategies, tried-and-tested approaches like promotional emails tend to take a backseat. Successful B2B businesses in Singapore have tweaked email marketing with contemporary social media buzz-creation. For instance, combining email marketing with trendy social media contests is an innovative way of generating positive reverts. Digital lead generation is best fuelled by a tactical combination of inbound and outbound marketing techniques.

Conclusion

Singapore is amongst the most promising B2B business venues in the Asia-Pacific today. Owing to the massive competition here, businesses require astute digital marketing expertise to succeed. Investing money in a half-baked demand generation campaign can never yield the desired ROI. Whether it refers to outsourcing demand generation or developing in-house expertise, the above postulates will ensure effective and tangible results.