An exploration of demand generation within B2B marketing
Is ‘demand generation’ nothing more than marketing jargon in a never-ending plethora of terminologies? Or is it a strategic key to unlocking steady long-term commercial opportunities at times when marketers face ever-growing pressure to do more with less?
In our latest issue of the knowledge, we explore the subject of creating demand – the way it has evolved over the years, its relevance within a marketing strategy and what it means for B2B marketers of today.
Download the knowledge
One thing is clear – demand generation is not consistently represented and understood in B2B marketing. In this chapter, we discuss its definition, evolution and what it means to marketers of today.
While some say creating demand exists primarily at the top of the funnel, in this chapter we propose a more rounded perspective – one in which demand generation is considered as a connecting thread across all stages.
Is your strategy focused on quick wins? Do you have enough resources to feed the content machine? In this chapter, we ask the key questions to help you determine whether demand generation is the right approach for you.
Generating demand may be the oldest trick in the book, but marketers need to continuously evaluate their current tactics to effectively support prospects all the way through the funnel. In this chapter, we discuss how.