What Is Demand Generation??
                     What Is Demand Generation?
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please customers, content strategists, growth hackers, 
product owners, analytics masterminds, and 
communication specialists share one goal: amplify brand-
to-consumer relationships.
Marketers spend their livelihoods building complex user 
acquisition and engagement engines to do just 
this. We’ve built systems to automate processes, reach 
consumers across digital touch points, and personalize 
brand messaging at scale.
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. Marketers can spend their entire careers 
focusing on just one part of the sales funnel.  
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?
Ultimately, 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.
What is inbound marketing's role in demand 
generation?
This distinction between demand generation 
and inbound marketing can be tough to readily see. 
We promise you, though: There is a difference (and it 
won’t make your brain do somersaults).
Simply put, inbound marketing is one type of demand 
generation activity. Common demand gen tactics that 
are inbound include blogs, social media, videos, 
podcasts, newsletters, and ebooks -- content-driven 
resources that establish your company as a thought 
leader, influencer, and information hub in your industry.
Inbound marketing focuses on creating quality 
content that pulls people towards your company. By 
aligning your content and messaging with your 
customers’ interests, you naturally attract audiences, 
connect with stakeholders, and build a culture around 
your brand.
Over time, a high proportion of this inbound traffic will 
convert into paying customers. In fact, inbound leads 
are 5x more likely to become customers than 
outbound leads. In addition to closing deals, you 
delight customers and build lasting, long-term 
relationships with your community. 
Demand generation is the marketing system and 
engine that bridges the gap with your company’s sales 
and revenue operations. It may include multiple touch 
points, from blogging, to email list creation, to social 
media promotion -- all inbound marketing tactics that 
are part of a company’s overall demand generation 
strategy.
What's clear is that these two concepts of demand gen 
and inbound marketing certainly go hand-in-hand. 
Inbound is a pivotal facet of demand gen that is needed 
to secure not only a high quantity of leads, but also 
high-quality leads.
Smart marketers are able to transform their PPC, 
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generating engine in which every dollar spent 
translates into much more earned. That’s why 
marketing and sales activities go hand-in-hand.
Marketers guide prospects through the conversion 
funnel. When prospects are ready to become 
customers, sales teams can take over to navigate 
logistics, build the business relationship, and get a deal 
signed.
Sometimes, there is a very thin line between a 
company’s sales and marketing operations. Other 
times, these two groups are at odds -- for instance, 
account executives want marketers to be more 
aggressive, and marketers want their sales 
counterparts to turn it down.
What data should inform a demand 
generation strategy?
As you can see, demand generation is definitely a data-
driven strategy. In addition to choosing themes and 
marketing channels that your leads and customers will 
love, you need to make sure that you’re targeting the 
right people with the most appealing offers possible.
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.
Marketing automation software will help you run 
A/B tests, choose the right content, and customize 
timing for each of your marketing campaigns and 
customer segments.
To begin with your demand gen strategy, get to know 
your customers and conduct qualitative research 
through user feedback and conversations. If you’re 
struggling to understand your prospects' needs, pick up 
the phone and ask.
The success of demand generation stems from your 
ability to connect with target customers. All you need to 
get started is a point of reference.
Are you effectively utilizing inbound marketing tactics 
as part of your demand generation strategy?
Source - 
https://blog.hubspot.com/marketing/what-is-demand-ge
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