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  2. Tired of lead gen? Demand gen could be an answer.

Tired of lead gen? Demand gen could be an answer.

Huy Doan
5 replies
I think most B2B companies are tired of capturing tons of leads and generating nothing from them. So demand gen could be an exciting way to do a bit differently. - Any best practice for the demand gen from your side? - How do you measure its efficiency & convince your C-level to implement it as it'll take times to see initial results?

Replies

Vali Lupoaie
What's demand gen?
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James
@valilus Think developing a high-intent audience, through things like brand awareness and industry expertise (e.g. content). Even if they don't convert right away, the idea is they'll come back when they have a need, because you've built that trust/relationship.
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James
If you're only doing lead gen now, bring in demand gen gradually, and measure the incremental impact as you increase investment. The easiest leading indicator of demand gen success will be a higher conversion lead gen funnel. IMO best practice is to maintain constant investment on the sales (lead gen) side while making a fixed new investment in demand gen, waiting the length of your sales cycle to measure improvements to conversion rate, and repeat. The biggest mistake is scaling down your investment in lead gen while you scale up your investment in demand gen - you'll probably see a drop in conversion rate because of your weakened funnel, which will make your demand gen experiment seem ineffective.
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Catherine Norris
Collato
Collato
Oooh definitely looking into this 👀
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Matthew Lewsadder
I completely understand the lead gen fatigue! While many marketers are already familiar with and actively using demand generation, I'd like to share the concept of "demand creation," which can be a game-changer for most B2B companies. Demand creation is about sparking interest among untapped audiences who may not even be aware of their problems yet. It's a proactive approach that reaches those not actively seeking solutions, whereas demand gen primarily engages those already seeking solutions. Both have their merits, and it's about finding the right balance for your specific goals!
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