Digital engagement is driving more sales than ever, and the traditional, offline approach to sales has undergone a significant transformation in recent years. Sales teams are no longer limited to cold calls, in-person meetings, and face-to-face interactions to generate demand for their products and services.
Instead, they are leveraging the power of virtual events and virtual experiences to drive demand generation strategies. This paradigm shift has led to a new era of sales, where driving digital engagement is paramount to capturing the attention and interest of potential customers, as well as nurturing them through the buying process and converting them into loyal customers.
Why Driving Digital Engagement Is So Important for Demand Generation
As the world becomes more interconnected through technology, potential customers are increasingly inclined towards using digital channels to research products and services and interact with brands.
This shift has been accelerated by the global pandemic, which prompted businesses to adapt quickly to remote work and virtual interactions as offline events and meetings became impossible.
Modern sales teams — successful ones, at least — recognize this shift and are continuing to embrace digital engagement as a cornerstone of their demand generation efforts, even in a post-pandemic world.
Focusing demand generation efforts on driving digital engagement provides a range of benefits, including cost-effectiveness, ease of logistics and organization, and business continuity in the event of another global shutdown or even a more local disaster that complicates doing business face-to-face.
The Rise of Virtual Events in Demand Generation Strategies
Webinars, product demos, and other types of virtual events have quickly become indispensable tools in the arsenal of modern sales teams’ demand generation tactics.
These online demand generation platforms enable businesses to showcase their products and services to a wider audience without the limitations of physical location, not to mention at a fraction of the cost of in-person events.
Webinars, for instance, allow companies to educate and inform potential customers while also providing opportunities for direct engagement through Q&A sessions.
Virtual events have become an integral part of demand generation strategies, enabling sales teams to establish a stronger digital presence and engage with prospects on a larger scale. They provide a cost-effective way to connect with a geographically diverse audience, foster relationships, and create a sense of community around a brand.
By offering valuable insights, addressing pain points, and demonstrating solutions, virtual events lay the foundation for a strong sales pipeline.
3 Ways To Elevate Virtual Event Engagement Through Virtual Experiences
To further enhance the effectiveness of virtual events, sales teams are incorporating novel elements that resonate with the interests of their audience and help drive digital engagement.
Virtual experiences, such as wine, beer, and spirits tastings, cocktail and mocktail courses, and gourmet food samplings, have emerged as creative ways to incentivize potential attendees to sign up for virtual events, as well as break the ice and elevate engagement during these events.
1. Virtual Wine, Beer, and Spirits Tastings
Wine, beer, and spirits tastings have long been associated with sophisticated (and expensive) in-person events. However, modern sales teams are breaking down these barriers by hosting virtual tastings and including them as a part of their overall demand generation strategies.
Participants in virtual events accompanied by virtual tastings can enjoy the experience from the comfort of their homes while learning about the brand’s different products or services and their unique qualities.
This not only drives event sign-ups, but also creates a memorable and immersive experience that participants are likely to associate with the brand, helping them retain information and stay interested in a company’s products or services.
2. Cocktail and Mocktail Courses
With the rise of home mixology and a growing interest in crafting cocktails and mocktails, offering virtual courses around these interests is another smart way to engage a diverse audience.
Sales teams can incentivize event registration by promising to teach participants how to create delicious beverages at the beginning or end of an event.
A virtual cocktail or mocktail course at the beginning of an event can help break the ice and encourage interactions during the event, while one at the end of an event can give something for attendees to look forward to and help them stay attentive and engaged throughout.
Like virtual tasting experiences, these interactive sessions not only help showcase a brand's products or services in a fun, engaging way, but also help differentiate the sales team providing the event from others in their field.
3. Gourmet and Artisanal Food Pairings
Food samplings and pairings with beverages have the power to evoke sensory experiences and create lasting memories, which people will positively associate with whichever brand provided the experiences.
Sales teams can collaborate with gourmet chefs and artisanal producers to curate virtual events that provide hands-on, food-centric experiences to help engage their audiences and drive them further down the sales funnel.
These types of virtual experiences may appeal to food enthusiasts and the non-drinkers out there more than other types of virtual tastings, so are another good option for sales teams to experiment with when it comes to driving demand generation through virtual events.
5 Benefits of Incorporating Virtual Experiences into Digital Demand Generation Strategies
The incorporation of virtual experiences into demand generation strategies offers a multitude of benefits to modern sales teams, including:
- Broader Reach: Virtual experiences eliminate geographical barriers, enabling businesses to engage with potential customers across the globe.
- Cost-Effectiveness: Virtual events and experiences are often more cost-effective than traditional in-person events, as they require fewer logistical arrangements and overhead expenses.
- Data Insights: Digital platforms provide valuable data insights that can be leveraged for targeted marketing and improved engagement strategies.
- Personalization: Virtual experiences allow for personalized sales outreach and interactions, enhancing the attendee's sense of connection and relevance.
- Adaptability: Sales teams can adapt quickly to changing market conditions and tailor their virtual events to address emerging trends and customer preferences.
What’s Next for Digital Demand Generation?
The shift towards digital engagement and virtual experiences has reshaped demand generation strategies for modern sales teams. Webinars, product demos, and virtual events have become essential tools in reaching wider audiences, while virtual experiences like tastings and pairings have added a creative and engaging dimension to these events.
As we move forward, the landscape of demand generation will continue to evolve. The integration of virtual experiences will likely become more sophisticated, with emerging technologies offering even more immersive and engaging possibilities.
However, the core principle of connecting with customers on a meaningful level will remain unchanged.
As technology continues to advance, businesses that embrace these changes and prioritize meaningful interactions will be well-equipped to thrive in the dynamic world of modern sales.