Demand Generation
Quick definition
Ang demand generation ay set ng marketing activities na bumubuo ng awareness at interest para sa products ng company sa target market, para makagawa ng future customers at hindi lang ma-capture ang mga ready nang bumili.
Demand generation vs lead generation
Nag-o-overlap ang terms at iba-iba ang definition ng companies. Karaniwang distinction: ang demand generation ay bumubuo ng awareness at interest sa market, madalas gamit ang educational content, events, at communities, habang ang lead generation ay kumukuha ng contact details ng mga nagre-respond para ma-follow up. Maraming teams ang tinitingnan ang lead generation bilang bahagi ng demand generation.
Karaniwang activities
- Educational content at thought leadership.
- Webinars at events.
- Search visibility at content.
- Paid at social campaigns para sa awareness.
- Communities, podcasts, at partnerships.
- Sales enablement material.
Paano sukatin
Dahil nagbu-build ang effect over time at madalas walang click, mahirap sukatin ang demand generation gamit ang last-click attribution. Tinitingnan ng teams ang branded search, direct visits, engagement, at pipeline na sourced o influenced.
Halimbawa
Isang payroll-software company ang nagso-sponsor ng podcast para sa small-business owners at nagpu-publish ng yearly salary-benchmark report. Kaunti ang listeners na agad nagki-click, pero sa mga susunod na buwan mas maraming prospects ang kumokontak at binabanggit ang podcast sa inquiry.