Have you noticed the term “Demand Generation” cropping up more and more in marketing lately? This may well be because the term has undergone radical change over the past eight years, growing in popularity and it is now said that 2020 is set to be the biggest year yet for Demand Generation.

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What is ‘Demand Generation’?

Demand generation is marketing with measurable consequences. It causes more audience engagement and builds brand awareness amongst an audience that you’ve identified as having a strong interest in your service.

How is ‘Demand Generation’ different from ‘Lead Generation’?

In a way, all marketing is an investment in generating demand, so it’s easy to see how ‘generating demand’ and ‘generating leads’ used to mean one and the same thing.

However, around four years ago, smart marketers released that producing valuable and useful content helped to capture more user data, which then helped to generate more demand for business.

For B2B marketers, the concept of demand generation often represents a shift in thinking from ‘generating leads’ to ‘generating pipeline opportunities and revenue’, so each should be treated differently.

How to be Demand Generation ready for 2020:

Be prepared for more tools and more effective measurement

AI-driven tools and technologies give us more insight into our audiences. These tools and predictive algorithms can anticipate their needs and interests, giving marketers a useful way to stay one step ahead.

With the help of AI, marketers will soon be able to identify leads without them needing to complete a form or formally identify themselves.

These more effective measurements and attributions will give marketers a deeper understanding of the customer journey, building stronger relationships and creating more demand.

Be prepared to be more relevant

With algorithms discovering more about our consumers, the audience for demand generation marketing will change.

Using a mix of content from users’ various media feeds, predictive algorithms will soon be able to prioritise new content to suit each individual. This means that being relevant will become a huge factor and different kinds of tailored content will soon have to be considered.

If you would like any expert assistance on improving your demand generation strategy over the coming year, get in touch with our marketing experts and we’ll be happy to help.


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