{"id":51406,"date":"2023-12-19T15:22:09","date_gmt":"2023-12-19T22:22:09","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=51406"},"modified":"2024-11-05T15:39:31","modified_gmt":"2024-11-05T22:39:31","slug":"demand-generation","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/demand-generation\/","title":{"rendered":"Demand Generation"},"content":{"rendered":"<h2>What is demand generation?<\/h2>\n<p>Demand generation is a marketing strategy that marries your sales and marketing teams through initiatives designed to generate interest in your product or service (read:\u00a0demand) and ultimately convert leads into customers. It is an umbrella term that encompasses both lead generation and inbound marketing.<\/p>\n<p>Since your demand generation strategy incorporates both your sales and marketing teams, demand generation will also require leading your customer through all of the\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/boost-your-demand-generation-strategy-with-powerful-content\/\">stages of the buyer\u2019s journey.<\/a><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-51354\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Definition.png\" alt=\"Without demand generation, you\u2019re simply casting a wide net with your marketing and waiting to see what comes in.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Definition.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Definition-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Definition-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Why is demand generation important?<\/h2>\n<p>Without demand generation, you\u2019re simply casting a wide net with your marketing and waiting to see what comes in. That\u2019s fine if you\u2019ve got plenty of money to burn, but most marketing teams are being asked to do more with less these days.<\/p>\n<p>So how do you get more bang for your buck? By making sure you\u2019re reaching the right audience with your marketing.<\/p>\n<p>A cohesive strategy \u2013 like demand generation \u2013 employs both your sales and marketing teams to achieve that end. Marketing might bring in leads, but demand generation brings in qualified leads. When done well, demand generation also<\/p>\n<ul>\n<li>Bolsters <a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-brand-awareness\/\" target=\"_blank\" rel=\"noopener\">brand awareness<\/a><\/li>\n<li>Reduces customer acquisition costs<\/li>\n<li>Drives greater revenue and profitability<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-51355\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Get-Started.png\" alt=\"How do you develop a demand generation strategy?\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Get-Started.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Get-Started-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Get-Started-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>How do you develop a demand generation strategy?<\/h2>\n<p>As with all things marketing, you\u2019ll first start by understanding your target audience. Who are you trying to reach? Where will you find them? And what do they respond to?<\/p>\n<p>You\u2019ll also want to define clear goals for your strategy. Make sure they are SMART:<\/p>\n<ul>\n<li>Specific<\/li>\n<li>Measurable<\/li>\n<li>Achievable<\/li>\n<li>Relevant<\/li>\n<li>Time-Bound<\/li>\n<\/ul>\n<p>Be sure to establish how will you measure whether or not you\u2019re reaching those goals. What key performance indicators (KPIs) will you use?<\/p>\n<p>Remember that demand generation (just like content marketing) is a long game. Take a best-practice approach:<\/p>\n<ol>\n<li><strong>Develop <a href=\"https:\/\/www.clearvoice.com\/resources\/create-marketing-personas\/\" target=\"_blank\" rel=\"noopener\">buyer personas<\/a>.<\/strong>\u00a0Include a description of your ideal customer, what they want, their pain points, how you can help them, and what types of messaging and interaction engage and motivate them to buy.<\/li>\n<li><strong>Include thorough SEO\/SEM strategies.<\/strong>\u00a0Your research should include keyword strategy, SEO tactics, and SEM tools such as paid search advertising to determine what attracts and retains customers who fit your buyer personas. Use data to optimize your website and generate those leads.<\/li>\n<li><strong>Implement inbound marketing tactics.<\/strong>\u00a0Leverage numerous\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/10-content-ideas-for-your-b2b-demand-generation\/\">types of content<\/a>, such as videos, emails, whitepapers and reports, social media, and blogs, to build a case for why buyers should choose your product or service.<\/li>\n<li><strong>Create high-quality content.<\/strong>\u00a0Content such as white papers, press releases, ebooks, and articles provide credibility, while social media conversations, email campaigns, and blog posts help solidify relationships and generate interest. Your content makes the first impression and provides the engagement to keep these relationships going.<\/li>\n<li><strong>Remember the different stages of the buyer\u2019s journey.<\/strong>\u00a0The content you create should\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/boost-your-demand-generation-strategy-with-powerful-content\/\">reflect where your customers are<\/a>\u00a0in their buyer\u2019s journey. Not all content is created equal! When you personalize the content, it further strengthens those bonds and may even transform your customer into a brand advocate.<\/li>\n<li><strong>Partner with the sales team whenever possible.<\/strong>\u00a0The perspectives and skills of both teams can improve the marketing and sales enablement content and deepen the personalization methods you utilize.<\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-51358\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Versus.png\" alt=\"Lead Generation vs. Demand Generation\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Versus.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Versus-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/Demand-Generation_Versus-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Lead Generation vs. Demand Generation<\/h2>\n<p>All lead generation is demand generation, but not all demand generation is lead generation.<\/p>\n<p>Lead generation is exactly what it sounds like \u2013 it is a strategy typically implemented by sales teams to bring in leads. However, it is part of a larger demand generation strategy wherein the sales and marketing teams work together to create qualified leads for the sales team.<\/p>\n<p>Put another way, <a href=\"https:\/\/www.clearvoice.com\/resources\/what-content-types-are-most-effective-for-lead-generation\/\" target=\"_blank\" rel=\"noopener\">lead generation<\/a> starts the process of attracting prospects and hands them off to the sales team. It&#8217;s then up to the sales team to qualify those leads.<\/p>\n<p>Demand generation continues to work long after the lead converts.<\/p>\n<p>Because a lead doesn\u2019t have to be a brand-new customer. Sometimes your best leads are existing customers! That\u2019s why lead nurturing is also part of a demand generation strategy. Stay in regular contact with your existing customers, provide them with targeted, personalized content, and see plenty of return on that investment.<\/p>\n<h2>Get Started with Demand Generation<\/h2>\n<p>You can start by consulting your sales and marketing teams on creating a holistic strategy that serves everyone\u2019s needs. Or you can save time (and money!) by\u00a0<a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\">connecting with us<\/a>.<\/p>\n<p>At ClearVoice, we want to be your long-term partner in creating content that makes both your sales and marketing teams happy. We understand the big picture, and a content strategy session is your first step toward building a demand-generation strategy that reaches your target audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Demand generation is a marketing strategy that marries your sales and marketing teams through initiatives designed to generate interest in your product or service (read: demand) and ultimately convert leads into customers. <\/p>\n","protected":false},"author":203,"featured_media":51356,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[185],"tags":[140,141,138],"ppma_author":[286],"class_list":["post-51406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-glossary","tag-b2b-content","tag-b2c-content","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the 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