Demand generation isnt as simple as it sounds.   It is a process of creating a desire for a particular product/service. According to Anne Fleshman, it starts with showing your prospects they have a problem that needs fixing, then it presents your business as the fixer.   In this post, we will discuss 11 demand generation FAQs that we come across (with most clients).

Must Read: Did you know – Repeating demand generation activities drives 10x results

1. What is demand generation?

Demand generation is all about driving the awareness for your brand and business. It is the strategy that gets your potential buyers excited about your companys offerings  According to Hubspot, Demand generation programs can help your organization reach new markets, promote new product features, build consumer buzz, generate PR, and re-engage existing customers. Demand generation, however, is more than just a branding concept or early funnel marketing tactic. Demand generation programs are touch points throughout the conversion optimization and sales cycles.

2. Do you need to have a demand generation strategy?

One of the biggest mistakes that businesses make is to assume demand exists for their products/services. With millions of businesses, you cannot assume anything.   Always start with a detailed demand generation strategy.

3. Most awaited demand generation FAQ – What is the importance of having a good demand generation strategy?

Demand generation helps in capturing the attention of prospective buyers and build trusting relationships with them. A detailed and well-thought strategy helps in    

• Increasing online visibility
• Connecting with the right audience
• Lead nurturing along the buyer’s journey
• Conversion optimization

    And all this is extremely important for any business to grow and expand.

4. Is demand generation a one-time strategy?

This is one of the demand generation FAQs we love to get and answer. We also consider it the make or break for your strategy.   To begin with –   No, demand generation is not a one time strategy. There are several processes and steps which need to be repeated at regular intervals to make it effective.

5. So, what are these processes which should be repeated?

For a demand generation strategy to work effectively, you need to continuously    

• Evaluate goals
• Produce content or repurpose existing content
• Spread or promote content
• Keep testing your strategies
• Analyze data at regular intervals
• Follow best practices for demand generation

Must Read: Top 6 Demand Generation Strategies Which Work!

6. How is demand generation different from lead generation?

More than a demand generation FAQ, this is a confusion that exists in the mind of many marketers.   Demand generation and B2B lead generation are very different. While the former concentrates on generating demand and driving awareness for your business, the later is focused on generating qualified leads (Sales qualified or Marketing qualified).

7. Where does demand generation appear in the sales cycle?

Demand generation appears in the beginning of the sales cycle. This diagram will clarify the placement of demand generation strategy   

Source: Referral Saasquatch  

8. What tactics and tools are used to generate demand?

One of the most common demand generation FAQs is about the tactics that really work.   Some of the most popular demand generation tools and tactics that always works are    

• Content upgrades
• Research and Surveys
• Podcasts
• Videos
• Webinars
• Influencer reach
• Free tool or app
• Co-market
• Email Marketing
• Giveaways

Must Read: Guide To Choosing The Right Demand Generation Partner For Your Business Needs

9. What are best practices or demand generation etiquettes a marketer should follow?

To begin with, a marketer should  

• Build a strategy around every tactic
• Build a strong demand funnel network
• Implement a lead nurturing framework that maps onto the buyer’s journey
• Think from a buyers perspective
• Accept that mistakes happen and learn from it

10. How do we measure the effectiveness of a tactic?

Demand generation marketers follow different attribution models to gain insights into the effectiveness of a tactic.

11. How do we measure demand generation results?

This cannot be missing from demand generation FAQs, can it?   There are several performance metrics, but the following metrics will help you obtain the right information    

• Closing percentages
• Funnel Conversion rates
• Cost per Acquisition
• Cost per Lead
• Conversion to MQLs
• Lifetime customer value
• Tactic analysis with attribution models

12. What is the biggest mistake demand generation marketers make?

This is one of the widely asked Demand Generation FAQs.   According to us, the biggest mistake demand generation marketers make is to either think they don’t follow any attribution model or follow any one. Each attribution model provides you a certain part of data but does not give you the complete picture. Understand what you should know to increase the effectiveness of demand generation efforts and then select a relevant model. Most of the times, you will need to understand more than one set of data to be effective in your strategies. In such cases, you should implement 1-2 models.

13. I am confused with so many terminologies. Can I get some explanation?

Oh, sure. A lot of businesses are confused with technical terms and this is an expected demand generation FAQ.

14. What demand generation blogs should you read?

This is definitely a unusual demand generation FAQ. With the list we have collated here, you can understand the nuances of this strategy.

15. How to choose the right demand generation partner?

• Start by knowing your needs
• Select 4-5 demand generation agencies
• Explore processes with them
• Do they have a management plan?
• How do they familiarize themselves with your business?
• How do they decide on methodologies for a demand generation campaign
• and how do they measure success?
• How do they pick a team you will work with? Do they have people with required experience? How were they chosen, and what skills/experience do they bring?
• Assure quality of services by talking to former clients and analyzing their record.

Are there any unanswered question about demand generation? Lets talk about it in the comments section

Must Read: Hack: Unlimited Demand Generation With Content Marketing

Vikas Bhatt

Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.