Mastering Demand Gen: Strategies for Successful Marketing Campaigns

In the fast-paced world of digital marketing, staying ahead of the curve means mastering the art of demand generation.

This invisible yet powerful force is the catalyst that transforms potential prospects into loyal customers. When done correctly, demand generation can amplify your marketing campaigns and create a sustainable pipeline of sales for your business.

But what is demand generation marketing, and why should it be the cornerstone of your marketing strategy?

This comprehensive guide will help you understand the nuances of demand generation and the strategies you can implement to make it work for your brand. Buckle up as we demystify demand gen and guide you toward marketing success.

So, what is demand generation marketing?

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Simply put, demand generation marketing is the process of creating and nurturing interest in your brand, products, or services. It’s an umbrella term that encompasses a wide range of tactics — from content marketing and SEO to email campaigns and influencer marketing.

Often shortened to demand gen, it puts buyers at the heart of your marketing strategy by focusing on their needs, pain points, and buying journey. The aim is to understand their behaviour, preferences, and buying habits and then target them with relevant content at the right time.

It’s a multi-faceted approach that requires data and refinement. However, when done correctly, it can be extremely effective for driving leads and conversions.

Demand generation can recession-proof your business

During an economic downturn, B2B and B2C companies alike share one common concern — sales. With unemployment rising and consumer confidence dropping, it’s hard to predict when (or if) business will pick up again.

Buyer dynamics shift during recessions. Those who used to spend money easily are all of a sudden less willing to part ways with their hard-earned cash.

Companies taking the right approach to demand gen are already prepared for this. Since it’s an iterative process, they can quickly pivot and adjust their campaigns to target the right buyers on the platforms they’re using.

For example, companies may reframe their marketing messaging to highlight a new kind of value they offer, such as cost savings. They can then test different channels and content to find out what resonates with their audience.

Lead gen walks so demand gen can run

Lead generation is a top priority for practically every marketer, but it’s just one small piece of the puzzle.

Leads are important, but people don’t just land on your website and sign up or buy something. Most of the time, they’ll check it out and leave.

Lead generation is part of demand generation. But demand gen is also the follow-up, continuous communication, and personalization that nurtures those leads over time.

Best demand generation strategies in 2023

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Demand gen is an ongoing process that requires a deep understanding of where buyers are in the sales cycle and how to move them forward. It’s about knowing when to send emails, which social media platforms they use, and what content resonates with them.

Let’s take a look at today’s best demand generation strategies.

Build brand awareness before you sell

Simply knowing about your brand isn’t enough. To get prospects to convert, you need to win their trust and relate to them on a personal level.

This starts with content marketing — creating meaningful stories that resonate with your audience and build strong relationships. Aim for high-quality content that adds value, such as blog posts, videos, ebooks, infographics, and webinars. CTV (Connected TV) is another great channel for generating brand awareness.

Focus efforts on retention – not just acquisition

Customer acquisition is important for business growth. But what about the customers you already have?

Retaining customers is a lot less expensive than acquiring new ones. It’s the difference between making a one-time purchase and engaging with your brand for years to come. Plus, current customers are much more likely to convert on a new sale than those who have never bought from your brand.

Retention starts with content. Email, blog, and social media content can all be used to build relationships with current customers. If you have their contact information, you can send personalized messages tailored to their needs and preferences.

Upsell and cross-sell

Upselling and cross-selling make you more money. But the key is adding value and personalization for loyal customers who love your products.

Rather than pitching a product or service, focus on how people can benefit from it. Show them how the product will add value to their lives and explain why they should invest in it now.

You can also use discounts, loyalty programs, and other incentives to reward loyal customers and make them feel appreciated. When you send these kinds of messages as part of your demand gen campaign, you’ll grow your revenue a lot faster.

Incentivize advocacy

You can do this for your current customers and those who have never bought from you. It all comes back to brand awareness.

For current customers, you can ask them to share their experiences online. You can also offer them referral discounts (e.g., “Tell a friend about us, and we’ll give you both 30% off”).

It isn’t a good idea to do this with new customers (unless they subscribe to an email list and are already engaged). What you can do is communicate your value proposition so that more people are familiar with your products than just your customer base.

When someone asks them for a recommendation or advice, your ideal customers will be able to easily recommend you because they know your brand/content, even if they’ve never bought from you.

Final thoughts

target audience

Demand generation is an iterative process that takes time to perfect. It requires understanding your target audience and their buying habits, as well as testing different tactics and refining them on the fly.

However, it can be extremely beneficial for companies of any size — from startups to enterprises. By investing in demand gen now, you can recession-proof your business and keep your sales up even when times get tough.

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