Demand Generation Strategies & Tactics

Demand generation is no straight forward, one size fits all subject to tackle. But it is one that needs to be understood if you’re hoping to create demand (hopefully intense demand) for products and services. If we’re going to break it down, let’s take a step back and piece it into three sections. Demand generation is essentially the myriad of marketing efforts in order to create demand for products and/or services. This happens through various ways that center around three key things: marketing automation, content release strategy, and the nurture cadence at play or lead nurturing, which in turn leads to this:
SQL→ MQL→ you just did yourself, and your team a solid, and brought that baby home.

For starters, one thing needs to be clear. Demand generation is not the same as Lead Generation. Another thing that needs to be understood: demand generation is not a one size fits all. It’s important to fully comprehend the niche of the market you’re in as well as to be aware of what is going to create the highest motivation to get what you’re giving. Depending on what that niche is, is what is going to determine whether your demand generation strategy looks like an eBook, a case study, infographic, weekly newsletter, meet up event, company sponsored webinar, or even a white paper (sometimes they’re not terrible, we promise).

Another thing that needs to be understood: there is not one demand generation strategy or formula that’s wildly successful for every campaign. It’s unique according to your audience, the product, the content, etc. Which means you need to be prepared to formulate your own. Don’t worry. You got this; we believe in you.

The best demand generation tactic, singular, doesn’t exist. In order to make a great cake, you need a myriad of ingredients, right? It’s the same with a great demand generation strategy and ultimately, a great campaign. The way you think about top to bottom of funnel content, is the same way you should consider thinking about demand generation, that is, if you want it to work. You need marketing automation, brand awareness, and solid customer relationships. It’s a journey, consisting of various elements and steps. Which means the order, amount, and the combination of steps matter. The 7 ingredients (if you will) that you’re going to absolutely need are:

• Web insight/inbound marketing
• Content Marketing
• Social Media Marketing
• Lead Nurturing
• Lead Scoring
• Measuring and Optimization
• Aligning Sales and Marketing (tough, we know)

It’s all about r e s p e c t.
And trust.

In order to build trust between you and your dream client, you have to be willing to put in the time. That means you’re nurturing leads. Rome wasn’t built in a day. Beautiful Sequoia trees aren’t planted and grow as high as the sky over night. Things take time, which requires some patience. Yes, we want results, and we want them now. But that’s just not a logical view point when it comes to demand generation. It’s a strategy, a process, again, involving steps, which equals that it’s going to take some time. Building that trust allows for your leads to mature, to travel from the top of the funnel to the bottom of the funnel, to go from MQL’s to SQL's, (and actually be legitimate) leading to the increase of your conversion rates. (This will save sales and marketing the potential for knock down drag outs.) We know we all have trust issues, so in order to take someone from a lead, to a customer, to a repeat customer, there has to be some trust and mutual respect.

Listen, we understand this was a lot to take in.

That being said, we’re a proponent of having fun. So, go ahead and give it a try.
Play around and see what’s possible with our Audience Builder Tool.