The Importance of True Demand

Generation

As marketing organizations shift from focusing solely on traditional tactics of brand awareness to emerging tactics of driving revenue through true demand generation, marketing is increasingly held accountable for maximizing the value not only of its overall investments but also, the ‘holy grail’ of precious leads over an engagement lifetime. This shift requires more than a focus on building long-term relationships with customers. It requires flexibility, scale and reach of programs into new geographies, markets and across audiences, as well as new tactics, tools and technologies.

Given today’s digital marketing environment - where content is king - reaching customers and sales prospects where they go for trusted advice, product and service information, best practice research and even entertainment and news - both during their leisure activities and as part of their workday dramatically increases the scope and depth of the universe a company is able to reach with its message. The social sphere has opened up new means for marketers to reach a wider audience with their message and exponentially increased the potential for not only lead generation but avenues for increased connections with brands and trust building opportunities.

Fortunately, with the newer marketing tactics including online, digital, and on-ground channels, it is much easier to reach target audiences and measure campaign and program effectiveness. This means that marketing is now able to directly tie back a sales lead to a very specific activity - from the first touch point - to the last - thus enabling a very clear measurement on campaign effectiveness and return on marketing investment. This fuels marketing’s ability to drive revenue performance management processes in the fast paced ever changing now customer driven lifecycle.