Are you struggling to get your B2B brand in front of the right audience? Do you want to generate more interest in your product or service but don’t know where to start? If so, you’re in the right place.
In this guide, we’ll walk you through what demand generation is, how it differs from lead generation, and the best strategies to create and measure a high-performing demand gen campaign. By the end, you’ll have a clear roadmap to growing your brand and driving high-quality leads.
What Is Demand Generation Marketing?
Demand generation is a comprehensive B2B marketing approach that increases awareness and demand for your product or service. Unlike traditional marketing tactics, demand gen isn’t just about finding existing prospects—it’s about creating new ones.
At its core, demand generation aims to:
- Expand your audience
- Establish authority in your industry
- Generate interest in your brand
- Drive high-quality leads that convert
The process starts long before a prospect is identified and doesn’t stop once they become a customer. For demand generation to be successful, sales and marketing teams must work together to identify gaps and remove bottlenecks.
Demand Generation vs. Lead Generation
Many marketers confuse demand generation with lead generation. While they are related, they serve different purposes:
- Demand Generation: Focuses on attracting a broader audience, building brand awareness, and positioning your company as an industry leader.
- Lead Generation: Converts the interest generated into tangible leads by capturing contact information.
Simply put, demand generation gets people interested, and lead generation turns that interest into actionable sales opportunities.
Best Demand Generation Strategies
A strong demand generation strategy relies on creating high-quality, engaging content that speaks to your ideal customers. Below are some of the best tactics you can use:
Content Marketing
Content marketing is the foundation of any demand gen campaign. The right content educates, informs, and builds trust with your audience. Here are some effective content types:
- Blog posts: Help your site rank on Google and provide valuable insights to potential customers.
- Videos: Showcase your product and explore relevant industry topics on YouTube.
- eBooks & Whitepapers: Offer in-depth guides that establish your authority and generate leads.
- Podcasts & Webinars: Feature industry experts and provide deep insights into niche topics.
- Industry Insights: Collaborate with influencers and leaders to enhance credibility and reach.
Account-Based Marketing (ABM)
Account-Based Marketing (ABM) is an excellent strategy for B2B demand gen because it targets a highly specific audience. According to an ITSMA Survey, companies using ABM saw an 84% rise in reputation score and a 74% improvement in customer relationships.
How to implement ABM effectively:
- Build an email list using targeted content.
- Segment your list to personalize messaging.
- Use email automation to nurture leads.
- Track responses and optimize campaigns.
Paid Advertising
Paid advertising is one of the fastest ways to generate demand. Whether it’s Google PPC ads or social media ads, placing your brand where your ideal customers spend their time can bring quick results.
Platforms like Google, LinkedIn, and Facebook offer powerful analytics tools, allowing you to measure ROI and optimize ad performance.
Tips for a Successful Demand Generation Campaign
Since demand gen covers various activities, there’s no one-size-fits-all approach. However, here are three key tips to improve your campaigns:
Know Your Customer
Create an Ideal Customer Profile (ICP) to guide your demand generation strategies. Make it as detailed as possible, including demographics, pain points, and behaviors. This will help you craft a compelling message that resonates.
Track Everything
Measure and analyze your campaign performance. Identify what’s working and what’s not. Use demand gen reports and adjust your strategies accordingly.
Optimize Your Website
Your website is the first impression potential customers have of your brand. Ensure it’s well-designed, mobile-friendly, and optimized for conversions.
Key Demand Generation Metrics to Track
Tracking the right KPIs helps determine the effectiveness of your demand gen efforts. Here are three key metrics to monitor:
Cost Per Acquisition (CPA)
The total cost of acquiring a single customer. Tracking CPA across different channels helps optimize budget allocation.
Customer Lifetime Value (CLV)
The average revenue a customer generates over their entire relationship with your business. A higher CLV means stronger customer retention and profitability.
Demand Gen Cycle Length
The time it takes to convert a lead into a paying customer. Shortening this cycle improves efficiency and sales velocity.
Who Is Responsible for Demand Generation?
Demand generation activities are typically led by the marketing and sales teams. The Demand Generation Manager is responsible for researching the market, crafting strategies, and promoting content.
However, demand gen also involves:
- Marketing teams (content creation, ads, SEO)
- Sales teams (lead nurturing, outreach)
- Customer success teams (retention & upsells)
Collaboration between these teams ensures a seamless demand gen process.
Best Demand Generation Software
A successful demand generation campaign requires the right tools. Here are some essential software solutions:
- Marketing Automation: HubSpot, Marketo
- CRM Tools: Salesforce, Zoho CRM
- SEO & Content Tools: Ahrefs, SEMrush
- Email Marketing: Mailchimp, ActiveCampaign
- Analytics: Google Analytics, Tableau