What Is Demand Generation?

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What Is Demand Generation?
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What Is Demand Generation?

• Customers are the heart of our business. In their
  efforts to please customers, content strategists,
  growth hackers, product owners, analytics
  masterminds, and communication specialists share
  one goal amplify brand-to-consumer
  relationships.
• Marketers spend their livelihoods building
  complex user acquisition and engagement engines
  to do just this. Weve built systems to automate
  processes, reach consumers across digital touch
  points, and personalize brand messaging at scale.
• As you can imagine, marketing has evolved into a
  specialty-driven field. PPC managers find new
  users through online ads. Conversion optimization
  specialists ensure that web traffic streams are
  converting into paying customers. Marketers can
  spend their entire careers focusing on just one
  part of the sales funnel.  
• Theres one marketing concept, however, that sets
  the tone for all of this marketing activity --
  and its called demand generation. What exactly
  does demand generation mean, and how is it
  different from concepts like inbound marketing?

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• What is demand generation?
• Ultimately, demand generation captures the
  umbrella of marketing programs that get customers
  excited about your companys product and
  services. Demand generation programs can help
  your organization reach new markets, promote new
  product features, build consumer buzz, generate
  PR, and re-engage existing customers.
• Demand generation, however, is more than just a
  branding concept or early funnel marketing
  tactic. Demand generation programs are touch
  points throughout the conversion optimization and
  sales cycles.
• The goal of demand generation is to build and
  nurture key prospect and customer relationships
  for the long term. To do this effectively,
  marketers need to do things like respond to
  customer questions on Twitter, promote blog posts
  through Facebook, host webinars, and run email
  marketing campaigns.

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• Demand generation is an ebook campaign, a weekly
  newsletter for blog subscribers, a meet-up event,
  or a company-sponsored webinar. It's not a quick
  fix, a banner ad, an email blast, or a call
  center phone-a-thon.
• What makes demand generation a distinct concept
  from other customer acquisition tactics are a
  commitment to long-term customer relationships
  and a strategic mindset.

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What is inbound marketing's role in demand
generation?

• This distinction between demand generation
  and inbound marketing can be tough to readily
  see. We promise you, though There is a
  difference (and it wont make your brain do
  somersaults).
• Simply put, inbound marketing is one type of
  demand generation activity. Common demand gen
  tactics that are inbound include blogs, social
  media, videos, podcasts, newsletters, and ebooks
  -- content-driven resources that establish your
  company as a thought leader, influencer, and
  information hub in your industry.
• Inbound marketing focuses on creating quality
  content that pulls people towards your company.
  By aligning your content and messaging with your
  customers interests, you naturally attract
  audiences, connect with stakeholders, and build a
  culture around your brand.

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• Over time, a high proportion of this inbound
  traffic will convert into paying customers. In
  fact, inbound leads are 5x more likely to
  become customers than outbound leads. In addition
  to closing deals, you delight customers and build
  lasting, long-term relationships with your
  community. 
• Demand generation is the marketing system and
  engine that bridges the gap with your companys
  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
  companys overall demand generation strategy.
• What's clear is that these two concepts of
  demand gen and inbound marketing certainly go
  hand-in-hand. Inbound is a pivotal facet of
  demand gen that is needed to secure not only a
  high quantity of leads, but also high-quality
  leads.

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How is sales involved in demand generation?

• Smart marketers are able to transform their PPC,
  content, and email marketing spends into a
  revenue-generating engine in which every dollar
  spent translates into much more earned. Thats
  why marketing and sales activities go
  hand-in-hand.
• Marketers guide prospects through the conversion
  funnel. When prospects are ready to become
  customers, sales teams can take over to navigate
  logistics, build the business relationship, and
  get a deal signed.
• Sometimes, there is a very thin line between a
  companys sales and marketing operations. Other
  times, these two groups are at odds -- for
  instance, account executives want marketers to be
  more aggressive, and marketers want their sales
  counterparts to turn it down.

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What data should inform a demand generation
strategy?

• As you can see, demand generation is definitely a
  data-driven strategy. In addition to choosing
  themes and marketing channels that your leads and
  customers will love, you need to make sure that
  youre targeting the right people with the most
  appealing offers possible.
• To succeed with demand generation, your marketing
  team will need a clear personalization strategy.
  Data, quantitative analysis, and continuous
  testing will be important to this process. As
  trends begin to emerge from your marketing
  programs, you'll be able to connect marketing
  activities to key success metrics.
• Once youre acquainted with your buyers' needs
  and can anticipate marketing trends, you can fuel
  your marketing programs with enhanced levels of
  personalization.

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• Marketing automation software will help you run
  A/B tests, choose the right content, and
  customize timing for each of your marketing
  campaigns and customer segments.
• To begin with your demand gen strategy, get to
  know your customers and conduct qualitative
  research through user feedback and conversations.
  If youre struggling to understand your
  prospects' needs, pick up the phone and ask.
• The success of demand generation stems from your
  ability to connect with target customers. All you
  need to get started is a point of reference.
• Are you effectively utilizing inbound marketing
  tactics as part of your demand generation
  strategy?
• Source - https//blog.hubspot.com/marketing/what-i
  s-demand-generation-faqs-ht

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