For more than 100 years, Royal Jaarbeurs has been connecting people. Our location has become known for the power of physical meetings; through exhibitions, events and conferences, for example. And now, anno 2023, connecting, sharing knowledge and networking can also be done in other ways than just physical presence. Through knowledge platforms such as Computable, Dutch Health Hub and Construction & Installation Hub. And via Demand Generation; a new service with which we help partners receive quantitative and qualitative leads. Robert Riphagen tells more about it.
Demand Generation is a marketing strategy through which companies create demand for their product or service. It aims to attract new or existing customers, build a relationship and ultimately generate a sale. To reach these people, content is needed. Content in the form of valuable, quality information that offers real value to the recipient.
New service at Jaarbeurs
For the past few months, Robert has been busy rolling out Demand Generation at Jaarbeurs. He and his team are going to introduce customers' knowledge and expertise to the extensive network of decision-makers and fellow decision-makers that Jaarbeurs has built up over the years. They will do this through online channels, e-mail and by phone with 1-to-1 contact.
Difference between Demand Generation and Lead Generation
Robert explains that Demand Generation is often confused with Lead Generation. Yet it is not the same: 'Lead generation is actually just about exchanging contact details, Demand Generation goes further. For a start, the content we deploy is better tailored to the journey a customer has. We are not going to convince anyone to buy a product or service, but share subject knowledge that makes a partner an expert within a certain field. We focus on a content match, increasing quality in further follow-up. We make the lead for our knowledge partner concrete. Think about questions such as: who do you want to reach? What role does the person have, in what kind of organisation, what sector and what company size?'
Demand Generation creates demand
According to Robert, it is about providing valuable perspectives to people who may or may not be looking for a solution to their business responsibilities. It is content that people consciously or unconsciously find interesting, but have not yet actively engaged with. Content that contains too much branding, or an overly sales-like proposition, loses its value. The reader has to actually benefit from it. So says Robert: 'That's why we provide guidelines on what the content should meet and how the knowledge partner can best approach it. Creating encounters of value is very important to Jaarbeurs. In any way. That is why we invest heavily in maintaining relationships thanks to a Customer Data Platform, Marketing Automation and through personal contact. This is an interesting entry point for our customers looking for quality leads. We can connect with tens of thousands of professionals in ICT, Construction & Installation, Health & Life Science and Logistics.'
Creating valuable encounters
Receiving quality leads is interesting for the knowledge partner and recipient. Robert: 'We can be the stage where you showcase your knowledge. In which you show how much you know about something. We put this out through our channels and offer it to contacts who we think are interesting on the basis of their profession. This content comes in a knowledge base where, before people download something, it is clearly stated what exactly they can expect and what knowledge it contains. We don't go looking for new customers with a big logo and a partner's cap, but we really try to showcase their expertise. That way, the visitor is treated to valuable content and the knowledge partner receives quality leads. A win-win situation.'
Demand Generation offers opportunities for your organisation
Want to know more or are you curious what Demand Generation can do for you? Get informed by your Jaarbeurs account manager or contact Robert at jaarbeurs.
