{"id":6103,"date":"2013-10-08T21:50:39","date_gmt":"2013-10-08T20:50:39","guid":{"rendered":"http:\/\/www.optimumresourcegroup.co.uk\/?page_id=6103"},"modified":"2016-04-08T16:48:34","modified_gmt":"2016-04-08T15:48:34","slug":"demand-generation","status":"publish","type":"page","link":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/","title":{"rendered":"Demand Generation"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7648 size-full\" src=\"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg\" alt=\"header_lead_gen\" width=\"835\" height=\"270\" srcset=\"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg 835w, https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen-300x97.jpg 300w, https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen-600x194.jpg 600w, https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen-710x230.jpg 710w\" sizes=\"(max-width: 835px) 100vw, 835px\" \/><\/p>\n<p style=\"text-align: justify;\">Demand Generation refers to the focus of targeted marketing campaigns designed to drive awareness of a company, its products and services and to generate marketing qualified leads. Commonly used in business to business (B2B) marketing, demand generation involves numerous marketing channels and is a unique blend of marketing programs combined with a structured sales process and activities.<\/p>\n<p>There are numerous components of a demand generation process that vary according to the value and complexity of a sales transaction. The components include developing awareness, positioning relevance, supporting validation and customer evaluations.<\/p>\n<h4><strong>Some Of The Ways We Generate Marketing Qualified Leads<\/strong><\/h4>\n<ul>\n<li>Blogs with calls to action (CTAs)<\/li>\n<li>Social media<\/li>\n<li>Email marketing<\/li>\n<li>Content marketing<\/li>\n<li>Webinars<\/li>\n<li>Seminars<\/li>\n<li>Trade shows<\/li>\n<li>Dimensional mailers<\/li>\n<\/ul>\n<h4><strong>Building Awareness<\/strong><\/h4>\n<p>The demand generation function in most companies sits under \u2018marketing responsibilities\u2019. Demand generation is a more holistic approach to marketing and sales cohesion within a company. Building awareness is a key component in the demand generation process and often requires a continued effort involving multiple marketing channels. More dynamic and advanced demand generation campaigns typically rely on some type of proactive lead generation activities, supported by more traditional marketing programs and processes.<\/p>\n<p>This is often because demand generation campaigns tend to be executed on the basis that prospects are aware of a need of challenge they may have and are attempting to find a solution through a search process. If the prospect is consciously unaware that they have a challenge, then this may negatively impact upon the effectiveness of a demand generation campaign. This means other lead generation activities are required.<\/p>\n<p>Typically, once a demand generation program has generated \u2018marketing qualified leads\u2019, they are passed over to a telemarketing team to be qualified as \u2018sales qualified leads\u2019, before then being progressed via a <a href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/lead-nurturing\/\">lead nurturing<\/a> process, which would include the use of <a href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/direct-marketing\/\">email marketing<\/a>, <a href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/telemarketing\/\">telemarketing<\/a> and content sharing (white papers, webinars, blogs et al).<\/p>\n<p style=\"text-align: justify;\">Demand generation is a combination of art and science, where motivating messaging meets measurable results and follows a trend of delivering more accountability concerning marketing activities and investments.<\/p>\n<p style=\"text-align: justify;\">The 3 core focus areas for demand generation experts are <b>marketing programs, process and reporting<\/b>.<\/p>\n<h4><b>Marketing Programs<\/b><\/h4>\n<p>The main demand generation focus areas are marketing programs, strategy and tactics, typically referred to as <a href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/\">lead generation<\/a>.<\/p>\n<p>The strategy driving marketing programs include areas such as definitions of target markets, through to top-down revenue goals. The tactics are the mix of programs, typically referred to as low-touch (SEO marketing, on-line content syndication, direct marketing et al), medium-touch (webinars, trade shows et al) and high-touch (<a href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/telemarketing\/\">telemarketing<\/a>, executive summits, dimensional mailers et al). Typically, the top-down goals should be aligned with the bottom-up tactical expectations.<\/p>\n<h4 style=\"text-align: justify;\"><b>Process<\/b><\/h4>\n<p style=\"text-align: justify;\">An often overlooked element of demand generation is the process for progressing marketing qualified leads from marketing programs towards them becoming <a href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/telemarketing\/\">sales qualified leads<\/a> and ultimately converting them into tangible results.<\/p>\n<p style=\"text-align: justify;\">Within the process is an agreed set of rules and definitions, along with a technical infrastructure foundation (customer relationship management, marketing automation et al). Increasingly, demand generation specialists and sales teams are working together in a more blended like fashion. In collaboration, sales and marketing teams manage the holistic marketing and sales funnel, from \u2018initial enquiry\u2019, through to \u2018marketing qualified lead\u2019, then \u2018sales qualified lead\u2019 and finally \u2018conversion and agreement deals\u2019. There is a continuous focus upon optimising each step in the process for optimum sales results.<\/p>\n<h4><b>Reporting<\/b><\/h4>\n<p>Demand generation reporting is crucial to overall success. Measurement is of course the basis of all activity. Being able to assess performance drives not only low-level tactics (cost-per-impression, cost-per-lead et al) and key messages (open rates, click-through rates, attendance percentages et al) but also influences and affects strategic direction (lead to opportunity conversion rates, closed deal rates, ROI et al).<\/p>\n<p>Reporting generates actionable insight that informs both the marketing programs and the process, during an on-going cycle of planning (strategy), execution (tactics), measurement (reporting) and refinement (strategy &amp; process).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Demand Generation refers to the focus of targeted marketing campaigns designed to drive awareness of a company, its products and services and to generate marketing qualified leads. Commonly used in&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":4394,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Demand Generation<\/title>\n<meta name=\"description\" content=\"Sales Accelerant specialises in B2B sales lead generation, using demand generation to create initial demand. Call Us TODAY on 0845 3058145 to find out more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Demand Generation\" \/>\n<meta property=\"og:description\" content=\"Sales Accelerant specialises in B2B sales lead generation, using demand generation to create initial demand. Call Us TODAY on 0845 3058145 to find out more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/\" \/>\n<meta property=\"og:site_name\" content=\"Sales Accelerant\" \/>\n<meta property=\"article:modified_time\" content=\"2016-04-08T15:48:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@SALESACCELERANT\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/\",\"url\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/\",\"name\":\"Demand Generation\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg\",\"datePublished\":\"2013-10-08T20:50:39+00:00\",\"dateModified\":\"2016-04-08T15:48:34+00:00\",\"description\":\"Sales Accelerant specialises in B2B sales lead generation, using demand generation to create initial demand. Call Us TODAY on 0845 3058145 to find out more.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#primaryimage\",\"url\":\"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg\",\"contentUrl\":\"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg\",\"width\":835,\"height\":270,\"caption\":\"Sales Lead Qualification And Lead Scoring from Sales Accelerant\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.salesaccelerant.co.uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sales Lead Generation\",\"item\":\"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Demand Generation\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesaccelerant.co.uk\/#website\",\"url\":\"https:\/\/www.salesaccelerant.co.uk\/\",\"name\":\"Sales Accelerant\",\"description\":\"Sales Accelerant\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.salesaccelerant.co.uk\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Demand Generation","description":"Sales Accelerant specialises in B2B sales lead generation, using demand generation to create initial demand. Call Us TODAY on 0845 3058145 to find out more.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/","og_locale":"en_GB","og_type":"article","og_title":"Demand Generation","og_description":"Sales Accelerant specialises in B2B sales lead generation, using demand generation to create initial demand. Call Us TODAY on 0845 3058145 to find out more.","og_url":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/","og_site_name":"Sales Accelerant","article_modified_time":"2016-04-08T15:48:34+00:00","og_image":[{"url":"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg"}],"twitter_card":"summary_large_image","twitter_site":"@SALESACCELERANT","twitter_misc":{"Estimated reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/","url":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/","name":"Demand Generation","isPartOf":{"@id":"https:\/\/www.salesaccelerant.co.uk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#primaryimage"},"image":{"@id":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg","datePublished":"2013-10-08T20:50:39+00:00","dateModified":"2016-04-08T15:48:34+00:00","description":"Sales Accelerant specialises in B2B sales lead generation, using demand generation to create initial demand. Call Us TODAY on 0845 3058145 to find out more.","breadcrumb":{"@id":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#primaryimage","url":"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg","contentUrl":"https:\/\/www.salesaccelerant.co.uk\/wp-content\/uploads\/header_lead_gen.jpg","width":835,"height":270,"caption":"Sales Lead Qualification And Lead Scoring from Sales Accelerant"},{"@type":"BreadcrumbList","@id":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/demand-generation\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.salesaccelerant.co.uk\/"},{"@type":"ListItem","position":2,"name":"Sales Lead Generation","item":"https:\/\/www.salesaccelerant.co.uk\/lead-generation\/"},{"@type":"ListItem","position":3,"name":"Demand Generation"}]},{"@type":"WebSite","@id":"https:\/\/www.salesaccelerant.co.uk\/#website","url":"https:\/\/www.salesaccelerant.co.uk\/","name":"Sales Accelerant","description":"Sales Accelerant","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.salesaccelerant.co.uk\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"}]}},"_links":{"self":[{"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/pages\/6103"}],"collection":[{"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/comments?post=6103"}],"version-history":[{"count":6,"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/pages\/6103\/revisions"}],"predecessor-version":[{"id":7753,"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/pages\/6103\/revisions\/7753"}],"up":[{"embeddable":true,"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/pages\/4394"}],"wp:attachment":[{"href":"https:\/\/www.salesaccelerant.co.uk\/wp-json\/wp\/v2\/media?parent=6103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}