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What is demand generation?
According to Hubspot “Demand generation is the marketing system and engine that
bridges the gap with your company’s sales and revenue operations. It may include multiple
touch points, from blogging, to email list creation, to social media promotion — all inbound
marketing tactics that are part of a company’s overall demand generation strategy.”
Let us simplify it – It is generation of demand for a business’ products or services.
Let’s broaden it – It is brand awareness of your products and services through various
marketing mediums. It’s about identifying potential prospects and generating promising
buyers for your business.
Why demand generation is important?
According to Marketo.com 89% of marketers say that demand generation is either an
important or primary focus for them.
Long-term and bigger picture marketing and sales system
Businesses fail to vision a big picture for demand generation. It is not a quick ퟓ�x method to
get customers for business, an email blast doesn’t help businesses in long-term business
development and demand generation.
It is gradual, comprehensive and strategic process of creating awareness about your
products and services in the market. It’s about creating trust in the market to get more
leads and customers.
It is creating magnets to attract and engage future customers through different marketing
programs to your product and services. Demand generation programs helps companies to
reach new markets, create buzz around your brand to engage prospect and re-engage
existing customers.
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Bene雡ts of demand generation?
Demand generation helps in qualifying leads and generating highly qualiퟓ�ed leads for sales
team.
The goal of demand generation is branding, positioning, creating interest and change
perspectives and build trust in the market place.
It helps in search engine optimization and audience engagement.
It is proven ways to generate trafퟓ�c and lead for businesses.
Ways to create demand
generation for your business
1 Provide Free Resources Tools,
Resources, Reports etc
Demand generation is all about awareness and creating interest in your brand that’s why
you provide most of your resources and tools for free which beneퟓ�ts your audience. The
process involves sharing your tools and resources with potential customers expecting
nothing in return.
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Understand what you have and create best service, resource, tool and give it free to your
market.
Create free tool, apps, software, resources like “free seo analysis” etc to spread brand
awareness. The tools must be relevant to your business and helpful to your targeted
audience.
Create free resources like whitepapers, case study reports, templates to share industry
knowledge and insights. Give away free stuffs like icon set, PSDs, templates etc.
Creating partnered webinars and whitepapers to ퟓ�ll the gap of what you don’t have for
mutual beneퟓ�t.
Send weekly newsletters to your customers and email list to build trust and give updates on
latest industry trends.
Organize meetup events with the help of tele calling and build relationships with your
prospective clients.
2 Content Marketing
Demand generation is a mix of inbound and outbound marketing strategies for brand
awareness. Content marketing and blogging go hand in hand crafting videos, infographics,
whitepapers helps in generating qualiퟓ�ed leads for your business.
Consistently update your blog about latest industry trends, case studies, how-to articles on
relevant topics, how-to use your software effectively and create awareness about why your
business is helpful for your customers.
Align topics according to your sales funnel and nurture leads on various stages with
comprehensive articles.
Invest in content creation to take care of search engine optimization and ퟓ�lling your blog
with relevant content. Write guest posts on other blogs to generate trafퟓ�c and brand
awareness. Share blog posts on social media, write blog posts on LinkedIn and other social
media sites.
Creating content is not enough, you have to take care of content syndication, distribution
and marketing.
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Partner with industry in韖�uencers on webinars to share industry insights and awareness
about your software and services.
3 Market Research
Utilize the sponsored research to go the extra mile on market research and segmentation to
make your targeting better and stronger.
Measure marketing strategies results and efforts on various parameters and align your
future strategies accordingly.
Research about what you don’t have and ퟓ�ll the gap with partnered marketing to reach out
new audience segments and ퟓ�ll the gap.
Competition Analysis
Keep close eye on competitors, understand what’s working for them. Find out their
weakness and work accordingly.
4 Social Media
Social media promotion is vital for branding, trafퟓ�c generation and search engine
optimization. It’s free for everyone. Optimize your social media channels and create social
media promotion strategies to increase your demand generation reach.
Build your fan base and followers to promote your webinars, promotional offers, products
and services.
Research where your targeted audience hang out. For example – Pinterest occupied by
females and it’s a perfect place to promote female accessories.
5 Email Marketing
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5 Email Marketing
Email marketing is still the most popular demand generation tactic by far, with 61% of
respondents selecting it as their top choice.Marketo
Email list creation is important to send out blogs and updates on latest trends and
happenings.
Optimize your email marketing strategies to reach out, maximum people and increase your
open rate and click through rate.
6 Marketing automation
Today automation is a must because there are inퟓ�nite activities marketing and sales people
need to perform.
By automating your marketing with software and services you can schedule social media
posts, send personalised emails and spend your valuable time on strategizing your
marketing and sales funnel.
Align the sales and marketing tools for automation and increase your audience reach.
7 Lead Generation
Many marketers don’t see any difference in demand generation and lead generation but big
brands like Hubspot and Salesforce believe demand generation and lead generation are
completely different.
They believe demand generation is about brand awareness and the marketing team is
responsible for it. Lead generation is about database for lead nurturing and conversion.
Demand generation and lead generation are different approaches but nowadays sales and
marketing department align strategies on how to qualify, nurture, score leads on various
parameters for better conversion.
Implementing a lead scoring system, personalisation and segmentation helps in targeting,
nurturing and to form a healthy relationship with prospects.
8 Direct marketing
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Leverage direct marketing techniques like tele calling to reach out to new companies and
prospects for brand awareness. Tele calling is a very effective technique for qualiퟓ�ed leads
generation, face to face meetings, increasing your seminar attendees, and B2B
partnerships/acquisition.
9 Testing
Always do A/B testing to analyse what’s converting your cold prospects into a piping hot
customers. Analyse your social media post timings, email subject lines etc to get better at
demand and lead generation.
Conclusion
Demand generation is a long-term strategic concept for customer acquisition and building
relationships with your prospects. It is levering marketing strategies and tools to drive
awareness and interest in company’s products and services.
It must be ퟓ�nely tuned process of brand awareness to acquire new leads and nurture
existing leads and customers through various mediums. It is a must to generate, score and
nurture leads throughout the marketing and demand generation process.
Marketers must prioritise techniques to get most from their efforts by analysing what’s
working through content marketing, video marketing, webinars, free resources, and social
media to maximize their reach and engage audience.
People are bombarded with lot of marketing and advertisements and with the right
strategies and system you can stand apart from the crowd. These proven techniques help
companies in demand and lead generation. A sales funnel ퟓ�lled with highly qualiퟓ�ed leads
is a result of a successful demand generation system.
Cashcowmarketing.co.uk is a leading demand and lead generation service provider. We
have been helping businesses to form demand generation system and increase
customers base through various proven marketing methodologies.
If you are looking for advice on marketing strategies, want to discuss ideas, or simply want
to ퟓ�nd out more about the Cash Cow Team, then please do get in touch!
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