Demand Generation

Demand Generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Commonly used in business to business, business to government, or longer sales cycle business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

Demand generation systems generally include the ability to automate the process of driving, tracking, and responding to web-based activity from customizable marketing campaigns. Then nurture through drip campaigns, score and qualify prospects so they are automatically funneled to the right sales person at the right time.

With demand generation, building awareness can be done in a number of ways: search engine optimization, viral marketing, social media marketing, email marketing, pay-per-click, events, etc.

In the end remember, Demand Generation is about helping customers navigate the buying process, not just helping the sales person through the selling process.