Demand Generation Marketing: The Complete Guide

Table of Contents


Demand generation is a fast-paced, dynamic and constantly evolving marketing function. Every demand generation marketer is focused on making decisions that result in higher conversion rates and a greater impact on revenue. This is why we decided to create a complete guide on demand generation strategies and tactics.

This guide is for beginning and advanced level marketers interested in learning how to get the most out of marketing technologies, advertising platforms, and time spent managing campaigns. The guide begins with a detailed explanation of the modern customer journey and a glossary of the most relevant metrics.

We then explore a comprehensive list of tactics for driving engagement and demand. In order to track and improve performance the end of the guide is dedicated to using marketing attribution. To jump to a chapter use the table of contents below. Or simply download the entire book in PDF format.

Why Read The Demand Generation Guide?

In our survey of over 300 marketers, many of them who specialize in B2B demand generation, we found that their top priorities ranged from generating more leads/demand, conversion rates, and sales & marketing alignment. And the distribution of priorities remains somewhat consistent across small and large companies, i.e. teams with small and large budgets.  

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With such a close focus on generating leads/demand and conversion rates, coupled with a wide range of additional top priorities, marketers must expand both the range and depth of their areas of expertise. 

This guide helps you do that by exploring current and emerging tactics and technologies for demand generation marketing.

How Demand Generation Works

Demand generation encompasses a variety of marketing disciplines. From creating awareness to nurturing prospects, today's demand marketers require multiple skillsets, deep product knowledge, and the ability to manage multiple campaigns and relationships with sales teams.

To understand how demand generation works consider the role the marketer plays to facilitate a successful buyer journey.

Marketers have the following responsibilities which define a succcessful demand generation program:

  1. Develop problem awareness

  2. Become the trusted educator and advisor

  3. Be seen as the gold standard in your industry

  4. Support sales by building relationships and training sales teams

When marketers can acheive these goals the result is a cost effective program that generates customers and contributes to the bottom line. 

We dive into how to achieve these goals in the next chapter. 

How To Use The Guide To Demand Generation

This guide is designed to be a reference guide for important areas of modern demand generation. Included are tables and infographics on metrics and marketing tactics. These can be used to generate news ideas, utilize the best performance metrics, and learn about the latest technologies around tracking and attribution. 

For example, you'll find a table of every relevant metric and what stage of the funnel the metric should be used at. 

You'll also find an infographic that describes the goals of the demand generation marketer, and the functions they play to achieve those goals. 

Lastly, you'll find a marketing technology guide to ensure that your entire program is trackable, from first touch to sales closed. 

To get started click the jump to get to the next chapter.

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