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.

(Video) Marketing Demand Generation vs Lead Generation

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.

(Video) 3 Things You Need to Know About Demand Generation

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.

(Video) How to Fearlessly Build a Demand Generation Strategy

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.

(Video) How To Master Demand Generation Through Marketing

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

Why read an essay on Cognim's demand generation capabilities when you can see the tool for yourself?

(Video) The Ultimate Guide to Demand Generation - Brandon Redlinger, ringDNA

Signing up only takes a second - click 👇 to get started.


What is a demand generation strategy? ›

Demand generation is the process of building awareness and interest in a brand's products and services. Marketing teams work in a cross-functional capacity to develop ongoing, omnichannel strategies that utilize a portfolio of tactics to connect value propositions to the right audience.

What does demand generation mean in marketing? ›

Demand generation is a marketing strategy focused on building reliable brand awareness and interest, resulting in high-quality leads. Demand gen can make a business' marketing messages sound more authoritative and carry more weight with prospective clients, and ultimately help increase revenue by farming strong leads.

What is demand generation in simple words? ›

Definition, Importance, and Examples. When it comes to helping your customers understand your brand, you're likely going to run into the term “demand generation.” Simply put, a demand generation strategy is used to increase awareness of your product, or more simply generate demand.

What is an example of demand generation? ›

Demand generation strategies often include blogging, downloadable content, webinars, podcasts, videos, influencer marketing, PR campaigns, SEO, and more.

Why is it important to create a demand generation strategy? ›

Gives sales and marketing efforts a clear direction

Because demand generation helps you figure out who your target audience is and what your product's best features are, you can streamline your marketing efforts. This is also important because it helps the sales and marketing teams work toward the same goals.

What is an example of a demand management strategy? ›

Congestion pricing is a demand management strategy, as it gives drivers a choice of time to travel or travel route. The COG's Multi-Sector Working Group on Climate Change also studied “Road Pricing” as one of the transportation and land use strategies to reduce greenhouse gas emissions.

What is an example of demand in marketing? ›

Market demand is the summation of the total individual's demand curves. Consider a shop that sells 1,000 pens on a daily basis. That means the shop has a daily demand of 1,000 pens. However, on weekends, there is an increase in the number of customers.

What are the demand generation stages? ›

The Stages Of Demand Generation
  • Creating Brand Awareness. Brand awareness is one of the most important top-of-the-funnel processes you need to consider when mapping the buyer's journey. ...
  • Generating Interest. ...
  • Reaching A Decision. ...
  • Lead Generation. ...
  • Existing Demand. ...
  • Lead Conversion. ...
  • Set Your Goals. ...
  • Find Your Target Audience.

Is demand generation the same as marketing? ›

Is growth marketing the same as demand generation? It is not. Growth marketing is a methodology that uses end-to-end funnel optimization to achieve long-term growth in numerous areas, like traffic, revenue and ROI. Demand generation is a tactical approach to increasing sales by moving leads through the demand pipeline.

What is a good example of demand? ›

For example, if a consumer is hungry and buys a slice of pizza, the first slice will have the greatest benefit or utility. With each additional slice, the consumer becomes more satisfied, and utility declines.

Why is demand important in marketing? ›

For businesses, understanding demand is vital when making decisions about inventory, pricing, and aiming for a particular profit. Consumers who have an understanding of demand can make confident decisions about what products to buy and when to buy them.

What is the value of demand generation? ›

Demand generation is vital as it helps position you differently with potential customers. Rather than focusing on selling your solution, demand generation creates awareness of a need.

How do you create a demand generation plan? ›

Follow the steps below to lay the groundwork for a comprehensive B2B demand generation plan.
  1. Research the market and identify your ideal customer profile. ...
  2. Buyer personas help tailor your marketing to reach the right people. ...
  3. Mapping the buyer's journey. ...
  4. Create high-quality content that accelerates sales through the funnel.
Jan 4, 2021

What are the demand strategies? ›

Demand generation strategies help B2B businesses develop awareness and interest amongst their target audience. It's a methodology used by sales and marketing teams to build demand for a product/service at every step of the buyer journey.

What is the main goal of demand management? ›

The goal of your demand management process is to understand the market and the demand chain first, and then develop an operational strategy to meet the market where it is. Once you have your demand strategies, you can create project portfolios and use portfolio management to execute them.

What are the three strategic option in the management of demand? ›

One is for market penetration, where a company seeks to further establish its brand within an existing market. A second sector is market development, where companies push their existing products into new markets. A third sector covers product development, where new products roll out into existing markets.

What is the most in-demand marketing? ›

The most in-demand marketing occupations in North America are: Social Media Marketing. Marketing Strategist. Marketing Manager.

What are the four 4 types of demand? ›

The different types of demand are as follows:
  • i. Individual and Market Demand: ...
  • ii. Organization and Industry Demand: ...
  • iii. Autonomous and Derived Demand: ...
  • iv. Demand for Perishable and Durable Goods: ...
  • v. Short-term and Long-term Demand:

What are the 3 types of demand? ›

Demand can be of the following types: Market demand. Individual demand. Cross demand.

How can demand generation be improved? ›

Proven Demand Generation Strategies & Tactics
  1. Improve Demand Funnel Framework. ...
  2. Integrate CRM & Marketing Automation. ...
  3. Optimize Lead Nurturing. ...
  4. Refine Your Lead Scoring. ...
  5. Use Account-Based Marketing (ABM) ...
  6. Develop a Content Strategy. ...
  7. Leverage Social Media. ...
  8. Enhance Email Marketing Efforts.

What is demand one sentence? ›

demand verb [T] (REQUEST)

to ask for something forcefully, in a way that shows that you do not expect to be refused: I demanded an explanation. The union is demanding a seven percent pay rise this year. He has always demanded the highest standards of behaviour from his children.

What are the factors affecting demand? ›

  • Price of product. The single-most impactful factor on a product's demand is the price. ...
  • Tastes and preferences. Consumer tastes and preferences have a direct impact on the demand for consumer goods. ...
  • Consumer's income. ...
  • Availability of substitutes. ...
  • Number of consumers in the market. ...
  • Consumer's expectations. ...
  • Elasticity vs.

What is effective demand short answer? ›

Effective demand refers to a situation in which equilibrium output is determined solely by the level of aggregate demand. This is because of the assumption that supply is perfectly elastic. If there exists any difference between AD and AS, the equilibrium output will be determined only by AD.

What is demand generation strategy for healthcare? ›

Demand generation increases awareness of, and demand for, health products or services among a particular target audience through social and behavior change communication and social marketing techniques. Sharing is caring!

How do you build a demand generation plan? ›

Demand Gen Campaign Plan in 5 easy steps
  1. Goals. Just like any other campaign, the best way to get started is to look at what you want to accomplish with your demand generation efforts. ...
  2. Target Audience/Persona. Identifying your audience will be critical for your campaign to be a success. ...
  3. Content. ...
  4. Channels. ...
  5. Test and Iterate.
May 23, 2022

What are the components of a demand generation plan? ›

Demand generation plans typically include at least one of the following three components: Target audience; Marketing activities; Business goals.

How do you measure success of demand generation? ›

7 demand generation performance metrics
  1. Closing percentages. ...
  2. Funnel conversion rates. ...
  3. Cost-per-acquisition. ...
  4. Cost-per-lead. ...
  5. Conversion to MQLs. ...
  6. Average deal size. ...
  7. Lifetime customer value. ...
  8. Campaign targeting.


1. Demand Generation Strategy
(B2B Hero)
2. What is Demand Generation?
(Hanley Wood)
3. How To Generate Demand? Understanding The Demand Generation Model - StartupFrat
(Dr Rajat Sinha)
4. Simple 8 Step B2B Demand Generation Strategy
5. Investigating The Differences Between Lead Generation vs. Demand Generation | MHOTD by Solomon T.
(Solomon Thimothy - Clickx )
6. Demand | 7 Demand Generation Strategies to Grow Your Pipeline | Internal Results
(Internal Results)


Top Articles
Latest Posts
Article information

Author: Twana Towne Ret

Last Updated: 09/29/2023

Views: 6104

Rating: 4.3 / 5 (44 voted)

Reviews: 91% of readers found this page helpful

Author information

Name: Twana Towne Ret

Birthday: 1994-03-19

Address: Apt. 990 97439 Corwin Motorway, Port Eliseoburgh, NM 99144-2618

Phone: +5958753152963

Job: National Specialist

Hobby: Kayaking, Photography, Skydiving, Embroidery, Leather crafting, Orienteering, Cooking

Introduction: My name is Twana Towne Ret, I am a famous, talented, joyous, perfect, powerful, inquisitive, lovely person who loves writing and wants to share my knowledge and understanding with you.