Demand Generation Marketing: Best Practices

Demand generation marketing is the backbone of any business, no matter what industry you’re in. Without a good, solid demand generation strategy in place, your company, your business, and your brand will not thrive. In fact, poor demand gen strategies can hurt your business and cause it to crumble into nothingness.

Demand generation is the pipeline between a company’s marketing and sales teams. It makes people aware of a company’s brand, increases traffic to a company’s website, and secures new leads. In addition, demand generation keeps companies in front of prospective customers’ minds by giving them valuable tools and information and keeping them up-to-date with what’s happening in the industry.

When it comes to the best practices of demand generation marketing, you first need a solid foundation understanding the basics of attracting more customers. Additionally, you must have both stellar demand gen strategies and campaigns to raise awareness of your company.

What Is B2B Demand Generation?

The function of Business-to-Business (B2B) demand generation is to have an integrated marketing approach to raise awareness and demand of a product or service in the B2B sector.

Demand generation gives the sales team a workable, scalable, and predictable conversion funnel through marketing increasing conversion rates.

You start with marketing campaigns for existing demand to get your prospective customer to initiate contact with your company. Perhaps you want them to sign up for your email list or fill out a questionnaire. Either way, demand gen leads potential clients towards your conversion goals. It also guides through the entire buyer’s journey and keeps them engaged, so they are more likely to buy from you in the end.

Table of contents


What Is B2B Demand Generation?
Where Does Demand Gen Sit in the Sales Funnel?
Importance of Demand Generation Marketing
The Differences Between Demand Generation vs. Lead Generation
Demand Generation
Lead Generation
How Demand Gen and Lead Gen Work Together
Demand Generation Fundamentals
Brand Awareness
Inbound Marketing
Sales Enablement
Customer Retention
Demand Generation Strategy
B2C vs. B2B Demand Generation Strategies
Successful Demand Generation Strategy
Demand Generation Campaigns
Social media campaigns
PR campaigns
Live/Virtual Events
Free Tools
Direct Mail/Email Marketing
In Conclusion

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