What is Demand Generation?

by Kraig Guffey | Nov 1, 2022

Hey everybody! So, one thing that we’re seeing float around quite a bit right now, is a word, a way of doing marketing, that is called Demand Generation. Versus maybe a more classic word which would be Lead Generation.

So just wanted to take a couple of minutes and talk about what that is. And, it really centers around…Actually, we came across this stat in thinking about this concept that 75% of all B2B marketing buyers or they’re in the B2B space and they’re looking for services or other products, 75% would rather never talk to a salesperson. And that 74% are online carrying out most of their research before they ever will finally tip over into talking to someone. And so the concept of Demand Generation is that what can we as marketers and as businesses do to generate people coming to us when they finally reach that point. And the way that we do that is simply by providing value over and over and over again to that audience so that we’re there when they’re researching, we’re there when they’re thinking about this problem that they have, and ultimately, we want to be the ones they come to.
And so where lead generation is more – let me throw a call to action at somebody, let me try to generate a response right now, and give them something in that process.
Most people these days are becoming more and more hesitant really of downloading, filling out forms. And so Demand Generation is generating content that when people reach the point of reaching out to someone, they think of you.

I hope that’s helpful. Think about your marketing from that perspective.
How much stuff do you have hidden behind a form?
How much stuff do you have hidden behind a demo or a phone call?
You might want to start pulling that stuff out. Just give it away to the world to see. Because it’s educating your prospects before they’re ready to talk to you. And we’re seeing through surveys, and we’re seeing through even the work that we do that this is true. People are very apt to going and getting their own information, much further into the decision-making process than ever before.

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 by Kraig Guffey

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