Demand Generation (DG) is a simple construct – a set of marketing activities that integrate, coordinate, and lead prospects through the buying journey. But, it’s a holistic, systems-based approach to marketing. Simply implementing a portion of a DG program will cripple its effectiveness.
With DG, you’re either all in or you’re not. As Yoda said, “There is no try.” Cherry picking the elements of a comprehensive program, or trying to force-fit existing content into them compromises the whole.
For example, we think you shouldn’t just stick your existing creative up as a front end to DG efforts. Good DG creative is much more in the vein of classic direct marketing with a clear, compelling benefit, a solid call to action, and an offer with perceived value. At the same time, thinking that you can simply drive traffic to your existing web site is likely to be ineffective.
Solid DG is predicated on a consistent, continuous, crafted story that moves buyers through the cycle. Think of it as a conversation, and in a way it is, as DG has replaced some personal selling that needs to feel relevant to the buyer to generate impact.
DG is not a panacea, nor is it easy. What it can be is a tool that delivers game-changing advantages in a competitive marketplace.