Lead Demand Generation

What is Demand Generation?

Demand generation, is a marketing strategy focused on generating interest in a company’s products or services to build a healthy pipeline of qualified leads over time. It encompasses a wide range of marketing activities designed to attract and engage a target audience, with the ultimate goal of converting interest into sale. Through a comprehensive suite of activities designed to attract and engage a target audience, demand generation aims to build a healthy pipeline of qualified leads, guiding them from initial curiosity to the final sale. It’s not just about capturing leads; it’s about creating a systematic process that nurtures potential customers at every stage of their journey.

Our Demand Generation Framework

Unlock the full potential of your marketing strategy with our expert approach to demand generation.

Awareness: Utilizing SEO, content marketing, social media, and paid advertising to make your brand known.

Engagement: Creating valuable content and interactive experiences to establish your brand as a thought leader.

Conversion: Employing lead magnets and clear CTAs to turn interested parties into leads.

Nurturing: Keeping your brand top of mind through email marketing, retargeting campaigns, and personalized content.

Sales Alignment: Ensuring a seamless transition from marketing to sales with the right tools and qualified leads.

Measurement and Optimization: Using your data to refine and enhance your marketing strategies continuously.

The Point of Discovery

This refers to a stage or moment in a process where individuals or businesses explore and learn about new products, services, or solutions. It’s the point at which potential customers or clients become aware of something that may meet their needs or solve their problems. 

In-person events, including seminars, tradeshows and conventions, play a vital role in demand generation strategy. These events offer unparalleled opportunities for direct engagement, allowing you to connect with your audience, showcase your offerings, and gather immediate feedback.

Demonstrations, white papers  and free trials – easily accessed, often online, tools for demonstrating a solution or accessing a time-limited or feature-constrained trial version, or waiting list to assist prospective buyers in discovering the solution and its fit with their need.

Direct response marketing complements these efforts, with targeted calls-to-action that prompt immediate engagement, whether through signing up for a newsletter, downloading a resource, or scheduling a demo. This approach ensures that every marketing initiative directly contributes to your lead generation goals.

Search engine optimization  the use of a variety of techniques to increase a web site’s natural position in search engine results when keywords on the specific category, or known competitors in the solution space, are searched for is crucial to demand gen.

Search engine advertising  the purchase of advertisements on search engines to appear when keywords on the specific category, or known competitors in the solution space, are searched for is suited for the lead capture component of demand generation.

Crafting Personas & Custom Content Strategies

Understanding your audience is key. By developing detailed personas, we tailor our demand generation efforts to address the specific needs, interests, and pain points of different segments of your target audience. This personalized approach is the foundation of our content strategy, which employs:

• Core Themes: Identifying central themes that resonate with your brand’s value proposition and your audience’s needs.
• Topic Clusters: Creating clusters of related content that provide a comprehensive look at each theme.
• Pillar Pages: Designing authoritative pillar pages that offer in-depth coverage of core topics, serving as a hub for related content.
• Interlinking: Strategically interlinking content to guide visitors through your website, enhancing the user experience and SEO.

Comprehensive Content Strategy for Demand Generation

Types of Content

Our demand generation approach leverages a diverse array of content types, each serving a specific purpose in engaging the audience and guiding them through the sales funnel.

Blog Posts: Informative and engaging articles that address key topics, questions, and challenges relevant to your audience. Blog posts are essential for SEO and driving organic traffic.

Ebooks and Whitepapers: In-depth guides and reports that provide valuable insights and detailed information on industry trends, solutions, and best practices. They are excellent lead magnets when gated.

Infographics: Visually appealing content that summarizes complex data and information in an easily digestible format, perfect for sharing on social media and enhancing engagement.

Videos: From explainer videos and testimonials to webinars and product demonstrations, video content is highly engaging and can significantly increase dwell time and conversion rates.

Case Studies: Real-life examples of how your product or service has solved specific problems for your clients. Case studies are powerful in later stages of the funnel to build trust and credibility.

Email Newsletters: Regular updates that keep your audience informed about the latest news, insights, and offers from your brand, nurturing leads and keeping your brand top of mind.

Social Media Posts: Content tailored for platforms like LinkedIn, Twitter, Facebook, and Instagram to engage your community, increase brand visibility, and drive traffic to your website.

Interactive Content: Quizzes, assessments, and calculators that engage users on a deeper level, offering personalized value while also collecting data on their preferences and needs.

Content Creation Schedule

A strategic content creation schedule ensures that your content is consistent, timely, and aligned with your marketing objectives.

Content Calendar Creation: Plan your content in advance, aligning with key industry events, product launches, and seasonal trends. A 3-6 month content calendar provides a clear roadmap, allowing for flexibility as needed.

Content Production Phases: Break down the content creation process into ideation, research, writing/designing, editing, and approval phases. Assign deadlines and responsibilities for each phase to streamline production.

Regular Publishing Cadence: Determine the optimal publishing frequency for each type of content and platform. For example, aim for weekly blog posts, monthly whitepapers or ebooks, daily social media posts, and quarterly videos to maintain engagement.

Content Promotion Schedule: Plan the promotion of your content across email, social media, paid advertising, and other channels immediately after publication to maximize reach.

Review and Adjust: Regularly review content performance against your goals. Use insights from analytics to adjust topics, formats, and publishing frequency as needed to continually refine your content strategy.

Executing Your Demand GenerationStrategy

Audience Alignment: Ensure all content is created with your target audience’s needs and preferences in mind. Use personas as a guide to tailor content topics, tone, and format.

SEO Optimization: Incorporate relevant keywords, meta tags, and structured data to enhance visibility and drive organic search traffic.

Quality and Consistency: Maintain high standards for content quality and ensure consistency in your brand’s voice and messaging across all content types and platforms.

Cross-Promotion: Leverage your content across multiple channels. For example, repurpose a webinar as a series of blog posts or social media snippets to maximize the value of your content.

Engagement Monitoring: Track how your audience interacts with your content across platforms. Use metrics like engagement rates, click-through rates, and conversion rates to measure success and inform future content strategies.

Validation and Reporting

• Lead Scoring: Assessing potential buyers based on qualification and current interest. Marketers use behavioral and demographic scoring.
• Lead Ranking: Categorizing leads by qualification and interest, determining follow-up timelines.
• Lead Routing: Assigning leads to salespeople based on geographic and demographic factors, ensuring timely follow-up.