One marketing discussion point that’s become a popular topic lately is “demand generation.” While the concept behind the term demand generation isn’t new, the term itself is, so you may have been confused hearing it being used in marketing podcasts or webinars lately. The definition of demand generation is, not surprisingly, the process of generating demand for your business’ product or services. In the words of Hubspot, “demand generation captures the umbrella of marketing programs that get customers excited about your company’s product and services.” In fact, all marketing is part and parcel of demand generation because it is accomplished by building a long-lasting relationship with your customers.
What is the difference between inbound marketing and demand generation?
Inbound marketing is one type of demand generation. Inbound marketing is an array of content-driven tactics including blogging, social media marketing, and podcasts to draw customers to your company. The goal of inbound marketing is to create an interest in your brand using high-quality content.
Demand generation is the process that ties inbound marketing to the sales and revenue operations. It includes all of the touch points that continue through the sales and relationship-building processes that move a customer from a stranger to a well-known and loved customer. The goal is to continue to interact with customers, building your relationship, and establishing a long-term and mutually-beneficial partnership.
Strategies for Success
1. Give Away the Good Stuff
Freebies are always a great way to market to both new prospects and existing customers. If your free offer is a good one, your recipients are sure to hold your company in a better light. Giving valuable free stuff away is one method of building trust with your customers. They may even be so happy that they’ll advocate for your brand, becoming brand ambassadors.
2. Host a Webinar or Podcast with a Thought Leader
Webinars and podcasts are becoming the go-to content for people to learn from in small amounts of time. People listen to them in their cars, as they exercise or between other appointments. Adding a well-known thought leader is a great way to gain attention for your brand and build your audience.
3. Create Retargeting Ad Campaigns
Retargeting is a popular way to reinvigorate your relationship with people who have visited one before. Maybe they’ve clicked on a previous ad, visited your website or even left something in their cart.
4. Host Field Marketing Events with Partner Companies
Partnering with other companies who are targeting the same customers as you is a powerful way to build relationships. These can be invitation-only events at a conference or stand-alone events. You can event do a series of events in different cities to target local customers.
5. Send Out Gifts to Target Leads or Accounts
Old-fashioned snail mail is a good way to take a prospect by surprise, especially if it contains a gift. It has become a unique way of following up with people because the standard communication is now email.
6. Create “How It Works” Articles
Follow up with customers who are ready to buy or have already bought by offering “How It Works” content. Using written or video content, show your customer different ways they can get the most out of your product or service.
7. Offer Persona-Based Enablement Content
Create content directed at specific personas for sales to offer new customers, but organize it so that sales understands how to use the content.
8. Host a Product or Service Category Webinar
This webinar is for the serious prospect or new customer, to give them information on how to use your product and keep it running efficiently.