What Are Demand Generation Campaigns and How Do They Work?

As marketing teams mature, they begin to realize that even most polished Search Engine Optimization (SEO) strategies only get them to certain extent. At some point, you need to transform curiosity into customers. That’s where Demand Generation comes into picture!

Demand Generation is creation of marketing and sales programs that employ inbound and lead generation strategies to push buyers down the funnel. The objective is to become reliable go-to brand that solves your audiences’ concerns and queries, culminating in high-quality leads for sales team. Demand Generation Campaign is data-driven marketing strategy via Search Engine Optimization (SEO), Pay-Per-Click (PPC) Advertising, Social Media Marketing, Content Marketing, Email Marketing, employed by companies to build awareness and interest for their products/services. It focuses on delivering content and conversations throughout customer journey. Every touchpoint should be accounted for in demand generation campaign. 

Demand Generation process involves:

• Building brand awareness by educating audience and addressing problems.
• Inbound & outbound marketing for generating leads.
• Converting leads to sales: positioning products/services as ideal solution to mitigate problems.
• Continuing to engage customers even after purchase, predicting future product requirements.

Demand Generation frameworkincludes:

• Planning
• Preparing
• Executing
• Assessing

Demand Generation strategy is dependent on:

• Audience Segmentation
• Brand Awareness
• Inbound Marketing
• Content Marketing
• Sales Enablement

 Standard Demand Generation Team comprises of:

• Content Manager
• Web Manager
• Paid Acquisition Manager
• Marketing Ops/Automation Specialist
• Marketing Lifecycle Manager
• Social Media & PR Coordinator
• Event & Campaign Manager
• Graphic Designer

Best Demand Generation Tools are:

• Lead scoring & nurturing
• Interactive content
• Integrating events & webinars
• Corporate gifting
• Contests

Marketing and sales team should collectively work together within structured process ensuring both have an understanding of buyers’ needs within each stage of journey, successful execution of which can result in over 200% ROI. Brainmine Web Solutions Pvt. Ltd., #1 Digital Marketing Company in Pune, offering entire digital marketing services, do just that, keeping your worries at bay!

Demand Generation Versus Lead Generation:

At first glance, Demand Generation and Lead Generation appear interchangeable terms. But, there’s notable difference between the two.

In Demand Generation, you’re creating hype, letting world know about availability of your brand’s products/services to customers, and in the process develop target audience, brand loyalty and pool of leads genuinely inclined to join your business venture. Demand Generation content involves blog articles, social media posts, or branded videos using Demand Generation Campaigns like Pay-per-click (PPC) advertising, Social media marketing, Content marketing, Email marketing-a whole gamut of digital marketing services at one go.

Once audience get fair understanding of your brand and product, initiate Lead Generation, which means converting and nurturing those potential leads into customers. Lead Generation content includes gated articles, courses, direct mail campaigns like Email marketing.

Goal	Types of Content
Demand Generation  Grow your audience and build awareness to find new leads	Blog articles Social media posts Branded Videos
Lead Generation Convert leads into buying customers	Gated articles Courses Direct Mail Campaigns

Essential Steps for Generating Demand:

1. Build Awareness-With today’s competitive sales and marketing scenarios, brand awareness is crucial for consistent flow of quality leads. True and lasting brand awareness strategy leave potential buyers with lingering, positive impression of a company, making them more likely to trust that company offering solutions as per customers’ needs. Businesses should prioritize authentic customer reviews as they offer brief, peer-provided product summary helping prospective buyers narrow their focus. Collectively, customers’ feedback provides high-level insights that aid buyers quickly filter through massive number of available products.

1. Develop Content Strategy-Solid Content marketing strategy offering timely, valuable insights at every step of buying journey is sureshot way of building expertise. Providing content answering buyers’ queries/concerns while they move through purchase journey instills confidence in buying and builds brand credibility, making room for coming back to brand for future needs. Develop curated or personalized content for addressing needs of specific kind of high-value lead. Use segment-specific information to craft content and calls-to-action (CTA)s that guide buyers through purchase, anticipating questions and concerns common to your group of high-value leads.

1. Nurture High-Quality Leads-Pre-requisite of healthy, reliable demand generation is full lead nurturing strategy from first contact via decision and purchase. Marketing teams, depending on how robust their strategies and campaigns like Email marketing, Social media marketing, and resources are, should continue to interact with these high-quality leads through purchase by offering helpful content for answering common queries. Your marketing team should focus on types of content prospective clients require and apt channels to share information and trivias. It’s imperative to regularly review lead nurture track performance data and adjust lead nurture tracks for maximizing results.

1. Incorporate Account-Based Marketing-Account-based marketing (ABM) is a strategy in which supplier targets select group of accounts representing higher expansion or growth opportunities with tailored marketing and sales support. An account-based marketing strategy comes into scene when you want to fast-track high-value leads. ABM requires marketing and sales team to strategically select accounts for targeting and nurturing via customized engagement and support. Marketing teams should design target company personas based on high-value clients most likely to convert or grow. Evaluate what business objectives and target accounts tend to share and use target personas to inform how you market to these leads.

1. Invest in Partner Marketing-Companies need to share their message online, but Pay-per-click (PPC) advertising and campaigns can be difficult at times. Collaborating with third-party provider is feasible option allowing your business to reach curated, prescreened audience. Many companies initiate social media platforms like Social media marketing. To get your message quickly in front of right audience is to have a partner who has already carved out a niche for himself/herself in online digital landscape, aiding you to get products/services before right buyers at right time.

Demand Generation Marketing also involves: 

• Consider Your Marketing Funnel.
• Don’t Forget Form, Email, & Webpage Tracking.
• Score Your Leads.
• Invest in Display Advertising.
• Offer Your Best.
• Build Online Relationships & Credibility.

Seek Brainmine’s Assistance in Mastering Demand Generation Strategy. A prominent name in Digital Marketing landscape offering host of digital marketing services, Brainminehelps you to manage demand generation activities. Its all-encompassing channel allows you to build pipeline that “engages, acquires, and retains customers”. When running campaign, you can be confident about quickly ascertaining ROI for internal assessments and share with stakeholders, optimizing your sales funnel to produce unmatched return on investment. With offices in other cities- Mumbai, Ahmedabad, Nagpur, Bangalore, Chennai, Noida, Bhopal, Delhi, Brainmine is your ultimate option to chart out a successful career path!