Customers truly are the foundation of our business. In their efforts to please customers, content strategists, influencers, product owners, analytics masterminds, and marketing communication specialists share one goal: amplify brand-to-consumer relationships while generating ROI.
Marketers spend their livelihoods building complex user acquisition and engagement engines to do just this.
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.
There’s one marketing concept, however, that sets the tone for all of this marketing activity - and it’s called demand generation. What exactly does demand generation mean, and how is it different from concepts like inbound marketing?
What is Demand Generation?
Simply put, demand generation captures the umbrella of marketing programs that get customers excited about your company’s 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.
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.
How to Get Started With a Demand Generation Strategy
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 you’re acquainted with your buyers' needs and can anticipate marketing trends, you can fuel your marketing programs with enhanced levels of personalization.
As you can see, personalization is key here- this is the bread and butter to the concept of your demand generation campaign
The success of demand generation will stem from your ability to connect with target customers. All you need to get started is a solid point of reference.