Demand Generation

There is no one right way to drive traffic to your website.

Demand generation┬áis the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Commonly used in business to business, business to government, or longer business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

There are multiple components of a stepped demand generation process that vary based on the size and complexity of a sale. These components include, among other things: building awareness, positioning relevance, supporting validation and mitigating customer evaluation.

The demand generation function in most businesses resides as part of the marketing organization. Demand Generation is a holistic approach to marketing and sales cohesiveness within the company. Building awareness is a vital component in the demand generation process. Building awareness often takes a continued effort and involves multiple facets of marketing.

Advanced demand generation programs typically rely on some form of proactive Lead Generation activities supported by more traditional market programs and processes. This is because demand generation programs tend to assume that prospective customers are aware that they have a need or problem, and are attempting to solve it when they search for solutions. If the prospect is unaware (consciously or, at least, subconsciously,) that they have the problem, then demand generation may not be effective – thus the need for adjunct lead generation activities.

Branding
Inbound marketing:
Search engine optimization
Viral marketing
Social media marketing
Email marketing
Pay per click marketing