Demand generation is a marketing discipline that seeks to increase the interest and desire of consumers to purchase your products or services. Do you want to know how you can attract new customers? Find out here.
Tatiana Forero
Dec 2, 20 | 9 min read
What is demand generation?
Reading time: 7 minutes
One of the essential functions of Marketing is to create and deliver value according to the needs of the target market, with the aim of positioning our company and, thus, achieving an increase in revenue. You are surely familiar with this process.
And although we have several strategies available to achieve this, the starting point is usually to strengthen brand awareness to capture leads and generate more sales.
This is exactly what demand generation is all about.
Keep reading, because in this article we will tell you
what this discipline is about, how you can generate greater demand for your products and how Marketing teams should work to achieve better results.
Let’s get started!
What is demand generation?
Let us tell you a story to give you context.
When Rock Content was born in 2013, there was little or no talk in Brazil about Content Marketing. How could we succeed in a market that did not demand this service and did not see its great potential?
Of course, demand generation arises as the first response.
Demand generation encompasses all marketing mali email list 100000 contact leads actions that aim to identify potential audiences and increase their interest in your products and services.
Precisely, during our outing we identified the companies to which we could transmit the value of content strategies to generate real sales opportunities . All through our banner: content and this blog that you are reading right now.
There are many cases like ours in different market segments. Think of Uber’s efforts to position itself in a world that was still accustomed to taxis. Or what Apple did when it launched the first iPhone.
As you can see, demand generation is perfectly applicable to companies that want to market a new product or service . But it is not exclusive to these companies, as established companies can also generate more demand for their existing products.
Thus, in practice, any B2B or B2C marketing strategy of any company can benefit from demand generation to position itself and improve its reputation in the market.
Well, in the end, it seeks to keep your company
in the minds of your prospects to encourage conversation and make its way through the long and complex purchasing process .
Demand Generation vs. Lead Generation: What’s the Difference?
With all of the above, it seems like demand generation is just another term for lead generation , right? In reality, while these strategies are closely related, they differ in some ways.
First, the goal of demand generation is what is conversational marketing and why is it important? to increase awareness and visibility about your brand or a product , while lead generation promotes a specific action to obtain information about users, such as filling out a form, registering on a landing page , etc.
Second, demand generation is a more emotional strategy , as it appeals to showing the values and attributes of a company. Lead generation, on the other hand, is more logical and focused, as it consists of qualifying and retaining the prospects most likely to buy your products or services.
Demand generation is therefore the first step towards generating qualified leads , as it paves the way for strangers to move through the sales funnel to become customers.
Ultimately, these two strategies are complementary. You cannot generate leads without positioning your brand , but your company name would have no bgb directory alue without valuable prospects and clients.