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The term “demand generation” might seem intimidating but the concept is; the different ways to leverage your marketing tools to drive interest as well as awareness throughout the entire journey of a customer and buyer lifecycle.
The primary focus of demand generation is revenue generation and it proves to be highly successful when the execution is done from an integrated tech stack approach. The strategies of effective demand generation are accountable for every touchpoint in the journey of the buyers.
The conversion from anonymous visitor to your loyal customer is really quick by following its strategies. It tracks the contribution of marketing towards revenue, leverages data for proper alignment of both sales and marketing team and promotes the growth of your organization.
What are the fundamentals of Demand Generation?
The versatile role of demand generation program throughout the customer’s journey is reflected through four essential points such as:-
- Brand Awareness
Demand generation focuses on establishing a unique brand identity so your brand is distinctive from your competitors. Customers are easily able to recollect your brand. The initial step is developing brand awareness to the extent that your customers can recognize and recollect your brand.
- Inbound Marketing
Many marketers consider inbound marketing and demand generation the same. But this is a misconception. Demand generation is referred to as a function promoting the generation of demand for your product or service.
On the other hand, inbound marketing facilitates the proper functioning of this feature. Through it, you can not only educate but also guide your customers via the funnel with informative content and offers.
- Sales Enablement
The alignment of marketing and sales determines the success of every business. If the initiatives of sales enablement are driven by a demand generation strategy then it indulges in promoting unification across both marketing and sales. As a result, more businesses are closed down.
It’s very important to acquire new business, evangelizing and retaining your existing customers is more significant to maintain consistent growth with your demand generation strategy.
Marketers go above and beyond there to provide customers with quality service and the everlasting impression of their company and delivery.
We’ve covered How to Maintain Your Relationship with Customers and Improve Retention. You can follow our expert’s step by step guide.
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What are some of the effective demand generation tools?
The strategies of demand generation are as reliable as the tools you implement. Without access to the great analytics platform, the right CRM and email marketing tools it becomes a daunting task to get effective results for inbound marketing campaigns.
So below is the list of some efficient demand generation tools which every digital marketer should be aware of:-
- Lead nurturing and scoring
The collection of leads isn’t optimum. If you are yet to use lead scoring and analytics for identifying sales readiness, then you might lose hold of converting more leads. Many automation tools nurture, model and score leads like Autopilot. You can also make use of Mailchimp, email marketing tools.
- Integration of webinars and events
Conducting webinars and various other events has a major contribution to increasing demand for your product and services. You can use tools to track data and leads across both digital and physical channels.
- Interactive content
Quality content plays an essential role in converting visitors with the right content and copy. Interactive content maximizes engagement. This includes giveaways, contests, surveys, chatbots and quizzes. It generates more conversion in comparison to static content.
- Corporate gifting
Sending swag bags, gift baskets, coupons or gifts to your potential leads can not only differentiate your brand but also drive targeted leads to your company. As per statistics, it’s generating around 200% return on campaign investment.
Host various types of photo contests, giveaways and sweepstakes to drive demand generation and engagement for your brand. Different platforms such as Wishpond help you in creating contests on mobile apps, social media, websites and blogs.
How to quantify the success of Demand Generation?
A demand generation strategy that might not be successful to help you to achieve your goals might hurt your business. For instance, the absence of a buyer’s persona or brand awareness you are likely to face trouble attracting potential customers to your website or understanding the needs of your customers.
An ineffective demand strategy decreases the accuracy of data reporting, client retention and lead conversion. That’s where the role of metrics serve its purpose. Through it you can easily measure what’s significant, what’s working and the kind of technology and data driving the best results.
You might lose your potential leads along the way if you fail to keep a check on performance indicators. Below are the following metrics to consider while measuring demand generation:-
- Customer acquisition cost
The primary goal of a demand generation campaign is to generate revenue hence it’s necessary to know the cost to acquire a customer.
This information would make you aware of the need to switch channels, invest in automation, reassess your ad investment would arise. These metrics help to determine how successful a company is to make their sales.
- Number of meetings
Keep a track of the number of people scheduling a meeting with your organization or company to discuss products or services.
The measurement of these metrics usually takes place at the top of the funnel, but marketers are free to use them for assessing the quality and interest of their leads throughout.
- Cost per lead
Just like customer acquisition cost, this metric envisages the amount spent on cost per lead. This facilitates the calculation of the total budget required for the overall funnel to prevent disruption to your financial budget. It also enhances improvement to estimate of.
- Number of opportunities
To know if you’re hitting or missing the mark, it’s suggested to measure your leads opportunities who are becoming your paying customer.
- Average deal size
This metric helps in the determination of the dollar value of every customer to help to establish a better target on those channels and leaves which comparatively yields the highest return on investment.
- Customer lifetime value
This refers to calculating the sum spent by average customers in your company in their lifetime. Amp your engagement tactics if you found that your CLV needs some improvement
What are the qualities of a successful demand generation marketer?
Being both a sales and marketer enabler, a successful demand generation marketer should possess the qualities of a part-time doctor and part-time psychologist. As a marketer, they should comprehend the psychology behind the emotions and decision-making processes of a buyer to offer the services which would resolve their specific challenges.
A proficient demand generation marketer recognizes the personas of their potential buyers like the back of their hand. Like a doctor, they are required to diagnose their issues in their sales process and provide data-driven solutions to benefit them.
To be successful in either of such parts, a demand generation marketer should be:-
- Possess the ability to work both cross-organizationally and cross-functionally
- Comfortable with one’s data
- Understanding the operation of different teams and influencing them
- Ability to communicate properly amongst different personalities and styles
- Consistently working towards the organizational objective
- No attachment towards their idea to allow approval or disapproval of ineffective theories.
An effective demand generation marketer spans the overall organization, is data-driven and understands how different systems and teams operate to improve the power of sales and marketing funnel.
They might not be in charge of every team or platform but they understand their style of working. With a proper understanding of their resources, marketers also know the limitations of each team.
What common issues does a demand generation marketer deal with?
One of the most common issues while generating demand arises at the top of the marketing funnel. Marketers face trouble generating awareness of their brand or they might not be offering quality educational brand content to their valued customers.
To resolve such issues, marketers ensure that the content they are creating is fit for the top stage of the marketing funnel. Most importantly if customers are finding it relevant. Some of the questions which can help in a further inspection are as follows:-
- Are you creating quality content for the top marketing funnel?
- How much traffic does your brand receive from inbound links, referrals and social shares?
- Are you putting relevant CTAs to the content which is useful for customers?
- Is your blog enough to provide content for every persona?
While facing such a situation, marketers realise that the demand generation program needs to be optimized at the middle of the funnel. As this issue gets resolved marketers won’t face any difficulty attracting potential visitors with their content since leads are more prone to convert into sales. Moreover, it’s recommended to focus on the MQL criteria along with overall nurturing your existing strategies to ensure smooth sales conversion.
What are the factors to remember while hiring a demand generation marketer?
Below is the list of a few key considerations while hiring a demand gen manager possessing the right skill sets, experience and knowledge:-
- Extensive Technical expertise
The primary key to delivering a personalized and memorable experience to capture more leads lies in using the right kind of marketing technologies since it promotes nurturing prospect relationships.
A proficient demand gen manager should consist of in-depth technical insights and knowledge to implement an effective martech stack for meeting the objectives of an organization or a company.
- In-Depth Understanding of Your Audience
Every buyer prefers a personalized customer experience, so it’s significant for your demand generation manager to have a deep understanding of the requirements of your potential customers.
A marketer should also understand the buyer’s journey for designing effective campaigns and ensuring the selection of the most appropriate channels.
This kind of understanding allhavinghave well-informed discussions with the customer support team, CMO, sales team, website designers and content creators to make sure an enriching customer experience.
- IT Savviness
Demand generation is regarded as a fast-paced profession and that’s why companies prefer hiring managers who are well updated with the latest development and trends in the IT sector since it serves great assistance in marketing.
Moreover, a demand generation manager should have the comfort to work virtually, possessing the ability to set up the required equipment and collaborate seamlessly with fellow team members without hassle.
This is one of the significant skills required in every demand gen manager since they keep a check on a wide range of team members performing various roles and possessing different personality traits.
Data analysts constitute different requirements than a sales team. The leadership skill set ensures proper management of numerous personalities across many teams, influencing everyone to seek the same goal is very important for a manager.
- Content Marketing Expertise
Content marketing is very cost-effective to drive higher quality traffic, nurture customer relationships and capture leads.
Successful demand gen managers should possess relevant expertise for designing and implementing essential content marketing campaigns. A manager should be well-versed enough to create various content formats for the engaging audience.
For instance, around 53% of content marketers use quality and interactive content to generate leads and 66% of marketers use short videos to capture the attention of the audience hence nurturing their leads.
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Are Demand Generation and Lead Generation identical?
Many marketers confuse demand generation with lead generation because of their implementation tactics and overlapping goals. There’s a huge difference between both of them.
However to understand the relevance from a better perspective between the two is considering inbound marketing and lead generation as an essential subset of your overarching, flexible and long-term demand generation process.
On the other hand, the goal of lead generation is to obtain a wide range of quality leads whereas the primary focus of demand generation is more on brand positioning, loyalty, customer awareness, recall value and engagement.
Although the two processes coincide, the role of demand generation takes place much earlier and it doesn’t have any endpoint, unlike lead generation. Lead Generation focuses on collecting information of interested leads from a huge audience base to nurture sales.
Demand generation contributes more to generating the right kind of awareness, narrative and interest about the product or service to maintain a healthy and trusted relationship with customers.
Does Demand Generation neglect Revenue Generation Woes?
Demand generation is the epitome of marketing as well as promotion practices to increase interest and awareness of customers about your company’s brand, product or services. It is useful to introduce the latest updates or features, familiarise customers with newly launched products, re-engage passive customers etc.
Unlike various forms of traditional B2C or B2B marketing campaigns, demand generation tactics focus largely on ways to increase sales or leads. The emphasis is more on sustained and personalized engagement resulting in long-term customer loyalty and faith.
Leaders often chose to invest in comprehensive demand generation campaigns to develop a reliable pipeline of companies to maintain stability. With the help of demand generation, you can make your marketing tactics respond, relevant and fluid to changing externalities.
Last but not least, demand generation campaigns give a better understanding of the preferences, behaviour and choices of customers in a more organized manner by providing in-depth insights that the profiling of an average user cannot offer.
All these insights of demand generation as well as data-driven uses help companies to effectively engage with their audiences by acquiring more customers. Once set in motion, such efforts would fetch consistent recurring returns resulting in higher customer loyalty and increased revenues.
Most asked Questions About Demand Generation.
Q1. How different is demand generation from marketing?
A: The primary focus of marketing is to be aware of the overall buyer’s journey. On the other hand, demand generation is concerned about more than one section of the buyer’s journey like gaining traffic, nurturing leads and converting them into sales.
Q2. What is the significance of demand generation?
A: An effective demand generation program puts efforts to build authority, brand awareness by producing quality and engaging content to drive the interest of consumers and cultivating leads. Demand generation plays a huge role in every successful B2B marketing and sales strategy.
Q3. What is inbound demand generation?
A: Inbound demand generation is recognized as a unified approach to website strategy and inbound marketing to generate traffic, opportunities, leads and awareness in your pipeline. It’s an excellent way for growing a database of prospects.
The role of demand generation is very versatile to maximize sales and be a part of the buyer’s journey. It’s very important to hire a demand generation manager possessing the right expertise and knowledge to expand your profit margins and nurture high-quality prospects.