A marketing strategy focused on generating interest and awareness in a company's products or services. The goal of DemandGen is not just to create a customer base but to build and nurture relationships with potential and existing customers. This strategy aims to position a company so potential customers naturally gravitate toward it when they are ready to purchase.
Inbound and Outbound Techniques
DemandGen involves both inbound and outbound marketing techniques to attract and engage potential customers. Inbound techniques include content marketing, search engine optimization (SEO), and social media campaigns. These methods focus on creating valuable content that addresses the pain points and needs of the target audience, drawing them in organically. Outbound techniques, such as email marketing, webinars, and events, proactively reach out to potential customers to generate interest and awareness.
Lead Qualification and Pipeline Creation
DemandGen is crucial for creating a pipeline of potential customers. It helps qualify leads by ensuring that the sales team interacts with prospects who have shown interest or fit for the product or service. This strategy is particularly important in B2B environments where the buying cycle is longer and more complex. By nurturing leads through various stages of the buying journey, DemandGen increases the likelihood of conversion and builds long-term relationships with customers.
Act-On Software
Act-On Software is a software-as-a-service product for marketing automation. Headquartered in Portland, Oregon, the company was founded in 2008 and originally retailed its software exclusively through Cisco, which provided $2 million in funding. Act-On Software helps businesses implement DemandGen strategies by providing tools for email marketing, lead scoring, and campaign management.
