Yet unreachable generation? another ‘buzzword’ has enter the marketing world. LinkIn posts about ‘demandgen’, short for ‘demand generation’, are flying around your ears. What stands out in all social posts and blogs: there is no consistency in the interpretation of the term, and in the comment sections people regularly start discussions about what it exactly means or does not mean*. Time to dive into the phenomenon: what is demand generation really and what should you, as a marketer, do with it for your IT organization?
Shifting focus
In order to understand where demandgen suddenly comes from, it might be good to refresh your knowlge about the origins of marketing. The concept of selling something is as old as the hills. At least, that’s what we would say in Rotterdam. In the Middle Ages, the voice or writing was mainly us to sell a product or service on the market.
In the 21st century marketing is still basically
, but we have more resources, tools and approaches for execution. The only disadvantage? The measurability of marketing efforts. There are now many ways to make marketing (as much as possible) measurable . A side effect of this is that many marketers have start to focus mainly on what is measurable in the short term. And in many cases, this involves leads, leads and even more leads.
The sometimes disproportionate focus on lead generation creates fatigue in the so-call leads themselves. Potentially ready-to-buy individuals are bombard with sales pitches via email, telephone, LinkIn, etc. You have probably experienc it yourself, feeling slightly stalk, just because you download an interesting whitepaper. In the meantime, various experts (such as here and here ) agree: conducting marketing activities with only a focus on lead generation will no longer help your company grow. More is ne for that.
How then? You have to do something with your leads, list of poland consumer email right? * Demandgen enters the chat *. It would be the reeming answer to the declining quality and quantity of leads. A search for more depth on the concept of ‘demand generation’ quickly leads to confusion: many different parties
Marketers all use a different definition What is it really?
A common phrase on LinkIn is that demand how interactive content helps you achieve your marketing goals generation is fundamentally different from lead generation, the opposite even. Lead generation is seen here as one approach to marketing, and demand generation is contrast with this as letting go of working with leads. ao lists Demand generation is all about generating demand. Where lead generation focuses on the 3% that is in-market and at least shows the intention to make a purchase, demand generation focuses on the remaining 97% that is not (yet) prepar to buy. This approach to demand generation is all about becoming top-of-mind with a target group that is not aware of a problem, solution or party for this. How do you know that you are successful with this? Simple: prospects come to you themselves to become a customer. No piece of content is gat, there is nothing left with which you collect contact details.