How to master demand gen for driving sustainable business growth
In today's constantly changing business landscape, generating demand for your products or services is essential for driving business growth without sacrificing future potential and staying ahead of the curve.
However, achieving success in demand gen requires a strategic approach that focuses on efficiency, effectiveness, building trust and prioritising conversions.
In this blog, I’ll explore six ways to focus your demand generation efforts and turbo charge your results.
1. Focus your strategy
The first step in effective demand generation is to focus your strategy on driving demand from your target audience. This involves understanding your audience's needs, pain points, and preferences, and tailoring your messaging and offerings accordingly. Conduct thorough market research, analyse customer data, and create detailed buyer personas to inform your strategy.
By honing in on the channels, messaging, and tactics that resonate most with your target audience, you can maximise the impact of your demand generation efforts and drive meaningful results.
2. Work smarter, not harder
In demand generation, efficiency is key. Instead of spreading yourself thin across multiple channels and tactics, focus on the ones that offer the highest ROI and align most closely with your business goals. Use marketing automation tools to streamline repetitive tasks, nurture leads at scale and track campaign performance effectively. By working smarter, not harder, you can optimise your resources, increase productivity, and achieve better results with less effort.
3. Increase demand with your content engine
Content lies at the heart of any successful demand generation strategy. Your content engine should churn out high-quality but relevant content that educates, inspires, and engages your target audience. It’s also crucial for generating organic search traffic, which can significantly contribute to pipeline generation. However, content isnt’t just for SEO. You need to create content that people want to read, adds value, speaks to their problems and communicates your point of view.
4. Expand paid beyond just PPC
While PPC can be effective for driving immediate results, it's essential to diversify your paid advertising efforts beyond this. Explore other paid channels such as social and display ads,, influencer partnerships, and sponsored content to reach new audiences and expand your reach. With 90% of people not even in the market for your product or service yet, it’s important to focus on intent.
5. Build trust and intent
Building trust and intent are critical components of demand generation. Online reviews are a powerful form of social proof. With 86% of businesses considering verified reviews either “important” or “very important” to their purchase decision, review sites should be a big part of your strategy.
By actively encouraging customers to post reviews, you create opportunities for authentic testimonials that can influence potential buyers' decisions. However, it's equally important to have a robust monitoring system in place to keep track of incoming reviews across various platforms. Focus on delivering value through your content, providing exceptional customer experiences and nurturing both prospect and customer relationships over time.
6. Prioritise conversion
It’s all very well spending time and effort creating content, SEO, paid activities and review sites if you can’t convert what you attract. Always prioritise conversion by optimising your landing pages, calls-to-action, and conversion funnels to guide prospects seamlessly through the buyer's journey. In addition, experiment with different tactics like ABM (account based marketing), email nurturing and CRO (conversion rate optimisation). Test and iterate on your conversion tactics continuously to maximise results and drive sustainable growth.
Of course, every business is unique, with its own set of challenges, goals, and target audience so it’s essential to play to your strengths. There’s no one size fits all solution for great demand generation.
Fractional or on-demand marketers can help you to embrace these strategies and implement them effectively in your business. Find out more here.
