In addition to demand generation! demand capturing plays an important role in the Messy Middle. Demand capturing is about actually converting the ‘demand gen’ demand into a spot on the shortlist of potential customers. In the evaluation phase! you can use demand capturing by offering tools and content that are specifically designed to remove doubts and facilitate a decision.
Demand capturing focuses on customers who already have a clear need and may already be familiar with job function email list brand. This means using targeted calls to action and practical tools! such as product comparisons and customer stories! that help customers through the final evaluation phase.
I would now like to share 7 tips to apply the Messy Middle model in your B2B marketing.
Target demand generation campaigns to your ICP
By targeting content and campaigns to your ideal customer profile! you increase the chance of attracting exactly the right target group. Demand generation should not be aimed at the masses! but rather at those companies that have the greatest chance of becoming customers. Use a mix of blogs! white papers! and social media content that speaks to their specific challenges and goals.
Also read: The 9 defining characteristics for you as a B2B professional [infographic]
Practical example: a software company that targets mid-market companies in the financial belgium numbers can share a whitepaper on the specific risks that this sector faces. This attracts companies that are attracted by the specific value that your solution offers.
Consistent presence during exploration and evaluation
In the Messy Middle! it is essential that your B2B brand remains consistently visible to your ICP in both the send emails to audience segments and evaluation phases. To do this! use multichannel demand generation campaigns on platforms where your ICP is active! such as LinkedIn! Google Ads and social media. Don’t forget that your organic visibility is also very important here.