What is demand generation in marketing? [+strategies] (2023)

Demand generation is the full range ofMarketing B2Band sales initiatives that generate interest in your company's products or services.

But it's not just about discovering existing perspectives.

It's about pique the interest of people who don't know anything about you. The most effective demand generation strategies focus on the problems prospective customers are facing and then offer solutions.

In this article you will find:

• Definition of demand generation
• The best ways to create demand
• How to build a demand generation strategy and measure its success

What is demand generation marketing?

market themdemand generationIt is the process of increasing awareness and demand for your product or service. The goal is to grow your audience, build authority, and generate interest in your brand, resulting in quality leads.

Demand generation involves a variety of activities that begin before a potential customer is identified. They don't end when the lead converts and signs up as a customer.

Effective demand generation requires alignment and visibility between your sales and marketing functions, and both teams can identify gaps or roadblocks in the process.

Learn more about creating a B2B lead generation strategy in the video below.

Demand generation vs. lead generation

While demand generation aims to attract new visitors to your brand and build your reputation as an industry expert,leading generationfocuses on converting the newly acquired prospects.

What are the best demand generation strategies?

A strong demand generation program produces compelling, quality, and authoritative content that attracts your ideal customers. Let's take a look at the top lead generation tactics to incorporate into your strategyB2B Marketing Strategy.

1. Content-Marketing

In accordance withB2B Buyer Survey 2021, decision makers, influencers and researchers all agree that “content that spoke directly and provided insight into the needs of the company's specific industry” influenced their decision.

There are many types of content that you can choose from to drive demand for your business. For example:

• Blogs - Articles on your website that educate your audience and help you get found on Google.
• Videos: YouTube content that explores your product or topics relevant to your audience.
• eBooks: Long textbooks or technical documents that you can distribute with or without access to your website.
• Podcasts/Webinars – Dive deep into specific industry topics or product features, usually with external guest speakers.
• Industry Insights – Invite industry influencers to contribute your content and promote it on their networks.

Regardless of the medium (p.an email signature) you want to create content with, make sure your content answers the questions your ideal customers are asking.

Why not find out how you can close content marketing deals with Liam Bartholomew, Cognism's Global Head of Demand Generation? Press ▶️ to view.

2. Account-Based Marketing (ABM)

RunAccountbasiertes MarketingCampaigns are a great B2B demand generation strategy because they target a well-defined audience. The ITSMA survey found that companies using ABM saw an 84 percent increase in reputation scores and a 74 percent improvement in customer relationships.

This approach allows you to drive demand from specific companies and individuals, leading to better results in the long run.sales funnel. you can runThe ABM Campaign,Email Marketing, LinkedIn Ads or Direct Email. They're inexpensive ways to tap into your ideal customer's inbox.

Here are some of the lead generation best practices to follow when using this strategy:

• Use your content (and other demand generation strategies) to build an email list.
• Divide your list into groups with specific goals.
• then useEmail Automation Softwareto start email sequences that make your potential customers think of you.

Make sure to keep an eye on the replies to your emails and always look for ways to improve your results. Consult the most important demand generation examples withThe E-Mail Marketing Campaign.

3. Paid Advertising

Paying to be where your ideal customers spend their time online is one of the quickest ways to build demand.

You can promote your content withPay-per-Click(PPC) ads that get you to the top of Google when someone searches for your chosen keyword. Or you can pay to be featured on your ideal clients' social networks.

Platforms like Google and Facebook offer full back-end analytics so you can easily see what's working and what's not.

Sign up to get the best demand generation insights straight to your inbox!📥

Advice!The demand generation channels are similar to thatLead generation strategies. The difference between them is the goal and the result.

Tips for better demand generation campaigns

Demand generation encompasses such a wide range of activities that there is no one-size-fits-all formula. But here are three tips for successful demand generation programs.

1. Know your customer

Create oneIdeal Customer Profile (ICP). This will be the guiding star of all your demand generation strategies. Keep it as narrow as possible so you can craft a message that addresses your pain points.

2. Track everything

Measure as much as possible and reflect on the results you get. Duplicate what works and discard what doesn't. The technology is here to help you with Demand Generation Reports.

3. Have a great website

Your website will be your ICP's first port of call after consuming your content. Make sure you present yourself and your brand in the best possible light.

Metrics for Demand Generation

Each organization will focus on slightly different activities.Marketing Metrics. Here are three KPIs you can track to measure demand generation success:

1. Cost-per-Acquisition (CPA)

The average cost of acquiring a paying customer. You have one CPA for your entire Demand Generation operation, but you can lower it to get one CPA for eachleading sourcesor activities.

2. Customer Lifetime Value (CLV)

The average net income that a customer brings to the company during their time with you. By increasing CLV, your sales role and customer success team can make a difference.

3. Duration of the demand generation cycle

The average time from identifying a lead to converting it into a customer. The aim is to shorten this time as much as possible.

Who does the demand generation?

Demand generation activities are typically performed by your marketing or sales teams, depending on where each activity sits in your organization.sales strategy.

The Demand Generation Manager's job is to research your market, create and promote your content, and align the customer experience with your brand.

However, other activities like lead nurturing and customer retention will fall to your sales teams (or customer success teams).

Because of this, demand generation specialists need to use their strategic skills and knowledge to find ways to coordinate with other teams in your organization to help you conquer new markets.

Demand Generation Software

There are hundreds of demand generation tools that can make your campaign work better. To help you get acquainted with them, we have selected the following lists of tools:

• The Best B2B Marketing Technology Stack
• The Best B2B Sales Technology Stack
• Kostenlose B2B-Marketing-Tools
• The best B2B sales tools

Looking for a more practical guide to demand generation?

Download Cognims' revenue-focused guide to the Marketing Lawsuit today. 📖

How to use cognism for demand generation?

After you have created your ICP, you will need a complete and accurate list of people who fit that profile. Otherwise, you won't be able to build an audience and you might waste time converting leads that no longer exist.

cognitive prospectorallows you to create lists that match your ICP exactly, so you only have to focus on creating content that appeals to them. Then use Prospector to launch your demand generation campaigns. The platform guarantees some of the highest email deliverability rates in the B2B industry.

Plan your demo with Cognism

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