What’s demand generation?

Think of demand gen as the creative agency part of your output. As demand generation centers on value to your audience, be sure to learn as much as you can from yours.

You’ll stay top-of-mind by reacting to market conditions and trends and producing eye-catching, relevant content. When you deliver no-strings-attached demand-gen content, you build a foundation for a great brand relationship.

To help your intended audience, make content that empowers job productivity and impact. What can you share or develop for them?

The most successful demand-generation strategies give value – without a single sales pitch involved.

Demand generation vs lead generation

Demand generation strategy

  • To create a sense of need or desire for your brand over time
  • Establish a positive brand experience (BX)
  • Gain maximum market awareness
  • Reach a broad audience
  • Engage people at all stages of the buying journey

Lead generation strategy

  • To fill your database with ICP-fit prospects
  • Aims to convert leads on the page
  • To move leads down your lead magnet funnel
  • To keep your pipeline flowing with prospects

Combining demand gen with lead gen

What if I’m struggling to create demand?

Data-led demand generation

Marketers presenting demand content as PDFs are missing out on intelligence that shortens sales cycles. We’ve reached a point where critical content can deliver deeply personalized experiences. Personalized lead gen and retention content, user-led content journeys, and individual reader data will help demand marketers reach segments at all stages of the funnel.

We’re living with personalized experiences whether shopping online or listening to music. Now really is the time to make sure all of your content delights with relevance.

Headshot of Jane Robathan Content Marketing Manager Turtl

Jane Robathan

Content Marketing Manager, Turtl

We produced a record level of sales opportunities while also learning that we have incredibly engaged prospects in geographical regions we have yet to even focus on! Information like this is invaluable across our sales function.

Headshot of Liam McGrory from Willis Tower Watson

Liam McGrory

Marketing Director, Willis Towers Watson

Organic or paid media for demand gen?

Google will soon launch generative search, which will further expectations of highly personalized daily interactions – be it on Alexa, Netflix or SERPS. We’re becoming acclimatized to content experiences that suit us better and marketers need to keep up. Why deliver demand content that can’t compete? You simply can’t personalize a PDF but you can send deeply personalized online documents proven to capture and maximize reader engagement.

The best demand-gen strategies

B2B demand generation brings in the bucks

Big benefits of B2B demand generation

For your brand

Creates market buzz
Expands your audience
Drives more traffic
Generates more leads
Great brand experience
Builds trust
Can dominate marketplace

For your audience

Free content
Solves problems
Easy to find
No commitment
In control of discovery

B2B demand generation KPIs

We list B2B demand generation key performance indicators (KPIs) you need to start using. You can also learn which demand gen metrics matter. It’s a mix-and-match list for measuring demand effectiveness for different situations.

  • Lead conversion rate
  • Cost per lead (CPL)
  • Website traffic
  • Click-through rate (CTR)
  • Conversion rate
  • Email open rate
  • Engagement rate
  • Lead quality
  • Marketing qualified leads (MQLs)
  • Customer acquisition cost (CAC)
  • Customer lifetime value (CLV)
  • Churn rate
  • Time-to-conversion
  • Return on Investment (ROI)
  • Lead source effectiveness
  • Marketing attribution
  • Social media metrics
  • Customer retention rate
  • Sales cycle length
  • Lead funnel conversion rates: lead-to-MQL and MQL-to-SQL

How to improve your demand generation strategy

Demand generation best practices anyone can try

Try Turtl for data-led demand

Use behavioral data. Do better demand

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