What is demand generation?
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Demand Generation

What is demand generation?

Demand generation encompasses marketing strategies that create interest in a product or service, driving potential customers into the sales funnel. As part of a range of customer acquisition strategies, Demand Generation involves introducing potential consumers to a company's products and services — and getting them interested in buying them.

How does demand generation work?

Demand generation is a complex process that involves a variety of activities, such as:

  • Content marketing: Creating and distributing valuable content that attracts and engages potential customers.
  • Search engine optimization (SEO): Optimizing a company's website and content so that it ranks higher in search engine results pages (SERPs).
  • Pay-per-click (PPC) advertising: Running ads on search engines and other websites to reach potential customers.
  • Social media marketing: Promoting a company's products or services on social media platforms.
  • Email marketing: Sending targeted emails to potential customers about a company's products or services.

Types of demand generation:

  • Inbound demand generation: This type of demand generation focuses on attracting potential customers to a company's website and content. Inbound demand generation activities include content marketing, SEO, and social media marketing.
  • Outbound demand generation: This type of demand generation focuses on reaching out to potential customers directly. Outbound demand generation activities include PPC advertising, email marketing, and telemarketing.

How to measure demand generation:

Demand generation can be measured by:

  • Website traffic: The number of visitors to a company's website is a good indicator of how much awareness and interest there is in its products or services.
  • Lead generation: The number of leads generated through demand generation activities, such as email marketing, social media marketing, and paid search marketing.
  • Sales: The number of sales generated from demand generation leads.

Why is demand generation important to marketers? Demand generation helps attract new customers, generate leads, increase sales, and ultimately, grow their business

Who needs to know what demand generation is:

  • Digital marketing manager
  • Paid search specialist
  • Social media manager
  • Content marketing manager
  • Affiliate manager
  • E-commerce manager
  • Product manager
  • Marketing analyst
  • Brand manager

Use demand generation in a sentence: “Performance marketers recognize that Demand Generation is crucial for drawing in and converting new customers, because it’s premised on driving results by creating quality content, optimizing your online presence, running focused ads, using social media, and sending tailored emails.”