As a business-to-business marketer, you can’t rely on the same tools that other marketers use. Your clients are more knowledgeable about those practices, and they have higher stakes for the use of your products or services.

You need to create a campaign that focuses on the specific value that you provide clients, and you need to build your authority at the same time.

Demand generation is a way to do both.

With demand generation, you create buzz around your products and services by highlighting their features and highlighting what you have to offer as a company.

Here are a few things that B2B marketers can do to increase demand generation:

Attend Trade Shows

Though online marketing plays a huge role in how businesses connect with customers, it cannot be the only way that you connect with customers. In fact, there is little else that is more effective than the in-person connection.

Attending trade shows lets you quickly build buzz for your products and services and create authority for your brand. Send your best people to the show and create the best presentation you can, including the decoration of your booth and the samples you offer.

Above all, be prepared. Have plenty of information ready about your products and services. Bring pamphlets or brochures you can hand out with your business cards to people who stop by your booth. Include samples of your products or package information about your services. Have references ready.

Businesses regularly attend trade shows to find new vendors. Make sure you are attending the most important trade shows in your industry.

Make Videos

Video is quickly trumping written content in its ability to reach clients — and that includes both individual and business consumers.

Most business owners or leaders do not have the time to read article after article, but they usually have time to watch a quick video. In fact, many prefer it. Watching is a more passive activity than reading, and watching a video does not seem as mentally taxing in an already demanding day.

Create short yet engaging videos that explain the benefits of your products and services. Show how they meet your clients’ needs and solve a problem.

Keep the videos to under a minute or two, and use creative strategies to grab users’ attention.

Don’t be afraid to make videos that aren’t directly promoting your products or services. Part of demand generation is establishing your authority and reputation, so you can also create fun videos that create buzz and show off your brand values.

Engage In Referral Marketing

Referrals help drive demand. You cannot underestimate the importance of getting more referrals from your current clients.

You can start getting more referrals simply by asking for them. The best time to ask for referrals is after you have had a successful transaction, such as when you’ve completed a sale or received a great review.

You can also provide incentives for providing referrals, such as offering a discount for those who do.

Amplify Email Marketing

Email marketing continues to be one of the most effective ways to reach customers.

The right email marketing can convert potential customers and re-engage old customers.

Use your email marketing to grow your leads and increase your exposure. Create an email marketing campaign that not only promotes your products but also highlights your brand values and authority.

Your email marketing should be more targeted because you are talking to people who have already shown an interest in your product. You don’t have to get their attention since you already have it. But you do have to generate their excitement to encourage them to buy and to make referrals.

Distribute Content Across Multiple Channels

Demand generation is all about creating buzz, and the best way to do that is to get as much exposure as possible.

While you want to eventually get leads, the main goal is not generating leads. Rather, it is to change or shape your audience’s perception of your brand and your products. You do that by taking control of your reputation.

Create a campaign that incorporates as many distribution channels as possible, including blogs, email, social media, video, and more.

Use predictive modeling to discover how your audience is likely to act on these channels, and you can include lead generation strategies along with your demand generation.

Include numerous opportunities for clients to contact you, such as through a contact form or a link that says “learn more here” that leads to your email. These are not like lead generation strategies that require emails in exchange for a specific piece of content, like an ebook, so these forms are better at getting leads that will want to hear more from you.