What is demand generation and how do we improve it?

In this article, we discuss what you need to know about demand generation.

Shark Finesse
February 20, 2024

Many who work in marketing may have heard the term ‘demand generation’. However, many do not actually know what it means or what it does for a business. We discuss what exactly demand generation is, how it is used in businesses and some of the ways that companies can improve their demand generation.

What is demand generation:

Putting the term demand generation simply, it can be described as the strategic process of creating an interest in a product or service from your brand with the aim to create high-quality leads. The process involves all aspects of marketing a product or service, including lead capture, lead nurturing, and pipeline acceleration. Demand generation’s main aim is to attract new customers and develop their long-term engagement.

How is demand generation used in businesses:

Demand generation is used as part of a business’s marketing strategy. It begins with assessing how well a potential customer knows your brand, then finding different ways to guide them through a nurturing stage to help them gain trust in your brand. Demand generation can be broken down into several stages when it is used in a business. These stages may be:

Stage 1 – Awareness - Creating an understanding of your brand to your target audience.

Stage 2 – Interest - You engage your audience further.

Stage 3 and 4 - Consideration and Intent: Your customers are actively considering making a purchase.

Stages 5 and 6 - Decision and Retention: Your customer purchases your product or service, and you continue to support and engage with them with the intention that they may purchase from you again in the future.

How to improve demand generation:

There are many ways to improve demand generation for your business to help improve your overall customer engagement:

Content marketing strategy: one way to improve demand generation is to ensure you have an in-depth content creation and distribution plan. The more your content appeals to your target audience, the more engagement you will have. If you plan on focusing your content on specific factors(e.g. the type of reaction you wish to encourage), this will better your chances of attracting high-quality leads.

Utilise social media channels: another way to improve demand generation for your business is to make use of the influence and power that social media has. Social media should be a key part of your marketing strategy due to its ability to reach a high number of people and you can create and publish a wide range of content. This can be extremely helpful when it comes to engaging and interacting with potential prospects and means you can even personalise your approaches to them easily.

Review and improve your email marketing strategy: Your email marketing strategy is another key component to improving your demand generation. Email marketing is essential when both attracting customers as well as maintaining a good relationship and retaining them. Some ways to improve your email marketing would be to continually review their insights. This will help you to tailor and adapt what you are sending to your mailing list to ensure you obtain the maximum return from this marketing strategy, overall improving your demand generation.

Implement event marketing: Utilising event marketing is another excellent way to improve your business’ demand generation. Event marketing ensures that your prospects are gaining face-to-face interactions from the faces behind the business. This can help to build up your brand’s loyalty and trust for potential prospects which can lead to an improvement in your demand generation.

What we do

At Shark Finesse we have developed an enterprise-grade cloud application to help businesses standardise and simplify their value engagements across the entire customer journey.

Shark, a business value engagement platform used by 1000’s of customer-facing teams globally (e.g. pre-sales, sales, value teams, and customer success) is easy to use, intuitive and usable directly with the customer to negotiate the likely business returns from investing in a solution.

By adopting the Shark approach you will fundamentally transform conversations with new and existing customers, close more business, and differentiate from the competition.