How do OEMs manage demand generation effectively?
As an Original Equipment Manufacturer (OEM), managing demand generation is crucial to building awareness, educating the market, and driving leads. A well-planned demand generation strategy can help OEMs establish themselves as thought leaders, generate high-quality leads, and ultimately drive revenue growth. In this blog post, we will explore how OEMs effectively manage demand generation, and what strategies they use to achieve success.
Co-marketing with partners
One effective way OEMs manage demand generation is through co-marketing with partners. By partnering with complementary businesses, OEMs can expand their reach, leverage each other’s strengths, and create a larger impact. Co-marketing initiatives can include joint webinars, whitepapers, case studies, and even product launches. For example, a software OEM might partner with a hardware OEM to co-create a solution that addresses a specific industry challenge.
Targeted content
OEMs also use targeted content to educate their target audience and drive demand. This can include blog posts, eBooks, infographics, and videos that provide valuable insights and solutions to specific pain points. By creating content that speaks directly to their audience, OEMs can establish themselves as thought leaders and build trust with potential customers. For instance, a medical device OEM might create a series of blog posts on the importance of sterilization in the medical industry.
Events
Events are another key component of an OEM’s demand generation strategy. By hosting webinars, conferences, and trade shows, OEMs can connect with potential customers, showcase their products and services, and build relationships with industry influencers. For example, a manufacturing OEM might host a webinar on the latest advancements in industrial automation.
Digital campaigns
Digital campaigns are also a crucial part of an OEM’s demand generation strategy. By leveraging social media, email marketing, and paid advertising, OEMs can reach a wider audience, drive website traffic, and generate leads. For instance, a consumer electronics OEM might run a social media campaign promoting their latest smartwatch release.
Aligning sales and marketing teams
To ensure leads are qualified and converted, OEMs must align their sales and marketing teams. By collaborating closely, these teams can identify and prioritize high-quality leads, and ensure a seamless handoff from marketing to sales. This structured approach not only increases conversion rates but also strengthens long-term relationships.
Case study: How one OEM achieved success with demand generation
To illustrate the effectiveness of demand generation, let’s look at a case study. XYZ Inc., a leading manufacturer of industrial automation components, recognized the need to increase demand for their products. They developed a comprehensive demand generation strategy that included co-marketing with partners, targeted content, events, and digital campaigns.
Results:
- Increased website traffic by 30%
- Boosted lead generation by 25%
- Improved conversion rates by 15%
- Strengthened relationships with existing customers and partners
Conclusion
Effective demand generation is critical for OEMs to build awareness, educate the market, and drive leads. By co-marketing with partners, creating targeted content, hosting events, and running digital campaigns, OEMs can establish themselves as thought leaders and build strong relationships with their target audience. Moreover, by aligning their sales and marketing teams, OEMs can ensure leads are qualified and converted, ultimately driving revenue growth.
Source:
https://www.growthjockey.com/blogs/how-oems-manage-demand-generation
